BAT is evolving at pace into a global multi-category business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World.
To achieve our ambition, we are looking for colleagues who are ready to join us on this journey! Tomorrow can’t wait, let’s shape it together!
ROLE PROFILE
JOB TITTLE: Trade Marketing Representative
REPORTS TO: Area Manager – South East
LOCATION: Accra – Greater Accra Region
DATE: 2nd October, 2008.
1. PURPOSE STATEMENT:
With the objective of Growth, Productivity and Responsibility, the TMR, will be responsible for driving continuous volume and value growth by optimising Trade Marketing Fundamentals, i.e. Visibility, availability, merchandising, price compliance, product freshness etc, in identified key outlets, observing CORAguidelines and effective resource management. Will support the Distribution team to achieve optimal distribution and will leverage the leadership position of BAT to gain competitive advantage amongst tobacco companies and other FMCG companies. Will aim to position the company as a bench mark supplier in the territory.
2.DIMENSIONS
Country: Ghana
Volume: 50mio (min) to 300mio (max) annually
Market Share: 80-90%
3. PRINCIPAL ACCOUNTABILITIES:
Operational Results:
- Ensure achievement of trade marketing and volume objectives in territory.
- Maintain a database of all trade marketing outlets in the territory, which either sell tobacco products or attract key target consumers according to consumer profile and key outlet characteristics.
- Instructions Implement cycle plans to meet the company’s objectives.
- Develop and adhere to a well defined work programme and route plan as agreed with area Area Manager.
- Gain customer participation in trade and consumer promotions, placement of merchandising materials, optimisation of product positioning and impactful “face on” display in line with the company’s space planograms in order to maximise brand awareness and visibility.
- Provide field information and reports on markets trends, competitors performance, level of achievement of own strategy and opportunities to ensure Area managers are informed at all times.
- Implementation of Key Control Checklist across functions to minimise level of business risk to the company.
Leadership Results
- Understand the customer’s business so as to offer full support and develop the trade to achieve high performance.
- To live company values and ensure that the company is exemplified as responsible to ensure BAT continues to enjoy the social license of the populace.
- Update and keep area manager fully informed at all times of new development to highlight trends, achievements, and competitor’s activity etc to allow for opportunities and weakness to be addressed in a time through adequate planning with the territory.
- Demonstrate commitment by allocating meaningful resources to personal development.
Management Result:
- Manage budgets and resources of the territory to ensure that trade marketing assets are secure and used in the most efficient and effective manner possible.
- Implement and evaluate marketing programmes in the territory to reflect trade merchandising policies and space management practices by channel and outlet type in order to achieve the highest in store visibility of the key strategic brands.
- Conduct adhoc research through distribution audit, pack count or stick census. Collate and analyse data from trade to understand market dynamics for informed decisions and report to Area Manager.
Relationship Result:
- Establish close working relationship with the target outlets in order to gain high levels of support and loyalty whilst enhancing understanding of the trading environment and the trade marketing strategy.
- Imbibe the spirit of an open communication.
- Improve company corporate image operating to the highest standard of Business ethics, environmental health and safety using the IMS as a guide.
- Constantly engage local government officials and other relevant stakeholders to avoid disruption of BAT operations in the territory.
- Create an appropriate balance between work and private interest.
Innovation Results:
- Identify and recommend trade marketing activities such as outlets for trade marketing or distribution, POP communications, consumer contact programmes and promotional solutions to maximise consumer exposure and build brand image and trial/switching.
- Constantly develop and use initiatives to achieve outstanding performance.
- Regularly review all activities to measure effectiveness and constantly factor feedback into future planning.
4. ADDITIONAL INFORMATION
i. Context/Environment
The TMR is responsible for the management of resources
(Materials, money, machine) under his control. The TMR is responsible for the identification of significant new opportunities and close management of identified
TM outlets to develop a higher quality consumer experience in these outlets.
The TMR is responsible for achieving sales volume, numeric distribution, price compliance and weighted distribution in the territory.
ii. Knowledge, Skills & Experience
- Ability to work with minimal supervision.
- Excellent communication and presentation skills.
- Excellent analytical and interpersonal skills.
iv. Key Success factors
- Achievement of territory market share, volume and profitability objectives.
- Achievement of distribution objectives.
- Achievement of benchmark supplier status
- Effective implementation of trade channel programmes.
The most important parameters by which successful performance will be judged are:
- Growth and coverage of distribution network at retail.
- Volume and value share growth of the company’s brands.
- Commitment and passion for job.
v. Working relationships
- The principal focus will be on the establishment of a close working relationship with the trade.
- Excellent working relationship with the distributor, Area manager and the entire marketing team.
- Maintaining healthy relationship with external agencies.
JOBHOLDER …ANDREWS YEBOAH AMOAH
SIGNATURE……………………………………
MANAGER …..FRANCIS BORKETEY NELSON
SIGNATURE…. (SIGNED)…………………….
ROLE POSITIONING AND OBJECTIVES
We build distinctive brands that excite our consumers and satisfy their needs in a highly complex and competitive retail environment. Our trade
marketing account representatives manage the tobacco business for a collection of accounts in a geographical area, implementing corporate plans,
negotiating strategies and meeting business objectives.
Join us and you’ll act as a strategic partner to retailers, giving them expert advice and knowledge on products, pricing and a variety of other areas.
Show us you’ve got what it takes to succeed, and you’ll find plenty of challenge, opportunity, and the support you need. As well as fantastic
benefits, we’ll invest in your learning and development and give you continuous feedback and coaching to help you meet your full potential.
WHAT YOU WILL BE ACCOUNTABLE FOR
- Own performance across your territory and maintain strong retailer relationships.
- Plan visits, go to retailers, build strong business relationships, answer their questions, issues and concerns, and monitor contract
- compliance.
- Implement cycle and regional/district activities to achieve national, regional, and area -level objectives.
- Meet market demand for our products by maintaining inventory levels and hitting brand distribution targets.
- Work on special projects with a team of trade marketing account representatives.
ESSENTIAL EXPERIENCE, SKILLS, AND KNOWLEDGE
- You’ll be a graduate or equivalent in marketing, business, or a related field, with excellent sales, marketing and negotiation skills.
- You also have a valid driver’s license.
- With the drive to work independently and focus on results, you’ll be a strategic thinker with strong business acumen.
- Most of all, you’ll be a proven leader with the ability to create close working relationships with a wide variety of trade partners.
- Desirable Requirements:
- You’ll be travelling extensively across your territory to meet a wide variety of trade partners, so you’ll need to be prepared to spend a lot of time on the road.
WE ARE BAT
At BAT we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.
- Global Top Employer with 53,000 BAT people across more than 180 markets
- Brands sold in over 200 markets, made in 44 factories in 42 countries
- Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
- Diversity leader in the Financial Times and International Women’s Day Best Practice winner
- Seal Award winner – one of 50 most sustainable companies
What we offer you?
- We offer a market leading annual performance bonus (subject to eligibility)
- Our range of benefits varies by country and includes diverse health plans, initiatives for work-life balance, transportation support, and a flexible holiday plan with additional incentives
- Your journey with us isn't limited by boundaries; it's propelled by your aspirations. Join us at BAT and become a part of an environment that thrives on internal advancement, where your career progression isn't just a statement – it's a reality we're eager to build together. Seize the opportunity and own your development; your next chapter starts here.
- You'll have access to online learning platforms and personalized growth programs to nurture your leadership skills
- We prioritise continuous improvement within a transformative environment, preparing for ongoing changes
WHY JOIN BAT?
We’re one of the few companies named as a Global Top Employer by the Top Employers Institute – certified in offering excellent employee conditions.
Collaboration, inclusion and partnership underpin everything we do here at BAT. We are looking forward to enabling every individual to thrive, regardless of gender, sexual orientation, marital or civil partnership status, gender reassignment, race, religion or belief, colour, nationality, ethnic or national origin, disability, age, skills, experience, education, socio-economic and professional background, veteran status, perspectives and thinking styles. We know that embracing talent from all backgrounds is what makes us stronger and best prepared to meet our business goals.
We see the career breaks as opportunities not obstacles. Through The Global Returners program, we support professionals looking to restart their careers after an extended absence from the workforce (e.g. time out caring for family, parental leave, national service, sabbatical and/or starting an own venture).
Come bring your difference and see what is possible for you at BAT. Learn more about our culture and our award winning employee experience here.
If you require any reasonable adjustments or accommodations to help you perform at your best during the recruitment process, you are encouraged to notify us. We are fully committed to support you by making appropriate arrangements for you to demonstrate your full potential.
