Head of Trade Marketing

• Lead the development and implementation of the Trade Marketing strategy to champion in market execution to drive brand visibility, sales growth, and market share.
• Analyze market trends, competitor activities, and shopper insights to identify growth opportunities that inform channel strategies and trade marketing activities.
• Build and develop the Off-Trade and On-Trade channel Playbooks to define “Where to Play” and “How to Win” strategies aligned to brand objectives.

• Champion the development and execution of all trade marketing activities, promotions, and brand events across all channels.
• Drive perfect store execution with Key Account and Field Sales teams across all channel outlets aligned to brand objectives.
• Develop and implement best-in-class POS (Point of Sale) guidelines, tool kits and ways of working between internal teams and external partners to step change brand visibility.
• Manage and drive the deployment of all POS from national and regional warehouses through Key Account and Field Sales Team to ensure OTIF execution and campaign ROI.
• Monitor, track and report on the effectiveness of all trade marketing campaigns, POS materials and cycle initiatives.

• Develop and lead the overall Cycle Planning process to drive best-in-class execution of brand activities across all Channels.
• Build and drive the integrated activity grid and promotional calendar with Commercial Channel Heads and Portfolio managers across the brands.
• Build effective go-to-market processes with brand and sales teams to ensure OTIF delivery of promotions, campaigns and POS toolkits in trade.
• Champion last-mile execution in outlets with sales teams to ensure successful campaign delivery and ROI for the business.
• Lead the NPD listing process with customers, including developing trade selling kits with brand teams and coordinating the launch process with Key Account and Field Sales teams.

• Work closely with the sales team to ensure successful execution of trade marketing plans, with a focus on achieving sales and distribution targets.
• Collaborate with the marketing team and agency partners to ensure trade marketing campaigns are aligned with brand positioning and have strong shopper call to actions.
• Coordinate relationships with agencies and suppliers to deliver world-class trade execution.

• Manage the trade marketing budget effectively, ensuring maximum ROI for the business.
• Track performance of trade marketing campaigns and make recommendations for improvement.
• Ensure that all trade marketing activities comply with South African laws and regulations related to alcohol marketing, sales, and distribution.

• Manage team of Trade Marketing Managers, including skills development, coaching, and succession planning.
• Use the Performance Review process effectively to develop team competency (including addressing capability gaps, performance management, and individual development programs)

• Bachelor's degree in Business, Marketing, or a related field; a postgraduate degree is an advantage
• Minimum of 8-10 years of experience in trade marketing and brand management/sales within the alcoholic beverage or FMCG sectors.
• Proven track record of successfully developing and executing trade marketing activities across the Formal, Informal and On-Trade channels.
• Expert knowledge of trade marketing principles and trade execution materials across all channels.
• Deep understanding of the liquor industry, including distribution channels, key players, market trends and regulatory landscape in South Africa.

• Commercial Director

• 15 August 2025

Edward Snell & Co (Pty) Ltd