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ROLE PROFILE
JOB TITLE: Area Manager
EXTERNAL JOB TITLE: Area Manager
FUNCTION: Sales
SUB FUNCTION: Sales
CITY & COUNTRY: UK (Field Based)
ROLE SUMMARY
What are the key objectives and expectations from this role?
The Area Manager is the sole Multicategory Sales Area Custodian, owning the full strategy and deployment at area level and serving as the primary role responsible for the quality execution of all trade and brand plans within the designated area, covering vaping, nicotine pouches, and FMC. This role is crucial for achieving key business-related KPIs such as Share of Market (SOM), volume, distribution levels, and TCI objectives across various trade channels. The role places a special emphasis on people management and development, performance tracking, area account management, mystery visits to establishments, and 121 and activation management.
What is the direct impact of this role on the team or organization?
Reports to | Regional Manager |
Number of Direct Reports | ~10 |
Core Relationships | Internal: Trade Marketing Team in back office / HRBP External: Retail POPs is given area |
Geographic Scope | Part of UK |
Travel Required | YES |
ACCOUNTABILITIES
- Market Monitoring and Analysis:
- Conduct daily control of BAT volume, market volume, and New Product Introductions (NPIs) in the area to identify new opportunities or improvement areas.
- Business Development – identify opportunities in the market to be driven at local level or escalated up
- Weekly market visits with purpose to identify market insights (Market visits with or without TMs)
- Area account management for mini-multiples
- Quality Execution of Brand & Trade Programs:
- Drive and ensure the quality execution of all Brand & Trade programs or activities within the assigned area.
- Coordinate the swift implementation of programs, reacting decisively against competitive threats.
- B2B – compliance and drive
- 121 activation management – in collaboration with B2B and Consumer Experience ensure areas and territories have mapped out, engaged and agreed upon activations
- KPI Monitoring and Assessment:
- Visibility drive KPIs – including furniture, backwalls, counter top units or any other solution – focus on resource allocation and overall accountability of area deployment
- Measure and assess results against Route to Market (RTM) KPIs (SOM, Distribution Levels, Out of Stock, TCP compliance, and Product quality at retail) and Consumer Activation’s KPIs (Visibility SOV, Quality of brand activation, and TCI).
- Generate SOM Growth and enhance BAT Brand equity among retailers and consumers.
- Team Leadership and Development:
- Lead, manage, develop, and coach the team to create a highly motivated and high-performing unit that surpasses the competition.
- Emphasize on-the-job training and talent pipeline development for the broader organization.
- Training and Induction:
- Ensure appropriate training and induction for the team in business-relevant areas, including the tobacco industry, product knowledge, competitors, BAT internal systems, and legal restrictions.
- Resource Management:
- Propose and manage area resources in line with TCI guidelines to maximize return on investment.
- Ensure proper resource allocation to support the implementation of projects and activities.
- Data Integrity and Reporting:
- Ensure the team reports daily in company systems.
- Verify the correctness of data gathered by the area team for accurate feedback to SRM, Trade & Brands teams.
- Engagement with Business Partners:
- Engage with key business partners to gain high levels of trade support and loyalty.
- Generate innovative solutions for all sales channels in the area.
- Support to Line Manager:
- Support the Line Manager (Senior Regional Manager) with relevant information on the team under your responsibility to feed Talent Pipeline meetings.
- Environmental, Health, and Safety:
- Monitor environmental, health, and safety standards to ensure compliance and create best practices for employee well-being.
- Customer Route Optimization:
- Keep customer routes up to date, consistently optimizing them based on Trade Marketing classification parameters and criteria.
- Responsible for both regularly visited customers and other points of sale where cigarettes are sold.
EXPERIENCE, SKILLS, KNOWLEDGE
ESSENTIAL
Experience Required
- Approximately 3/4 years of experience in trade marketing / sales at Territory Area Manager/Sales Rep level or Brand/Trade Assistant level in an FMCG company that has incorporated a trade channel and account management approach.
- Experience in People Management.
Technical / Functional / Leadership Skills Required
- Motivating, coaching, and developing people.
- Depth Sales and Field experience.
- Leadership skills and potential.
- Superior selling skills.
- Customer service orientation.
- Clear understanding of BAT trade strategies.
- Cross-market knowledge.
- Teamwork and cooperation.
- Strategic and analytical thinking.
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