Trade Marketing Lead

Job Purpose

The Trade Marketing Lead is responsible for driving and optimising trade marketing execution and commercial performance across the Classic and 3rd Party market portfolio in Africa. This role translates brand and commercial strategies into effective, locally relevant trade plans, ensuring execution excellence, strong in-market visibility and delivery of sales growth and return on investment. The role is accountable for delivering trade marketing performance across assigned markets, including volume, visibility and return on investment. Working closely with Sales, marketing and support functions across the Africa Hub and local markets, the role influences execution, adapts plans based on performance insights and ensures alignment to Pernod Ricard global standards while meeting diverse market’s needs.

Key Duties and Responsibilities

1. Trade Strategy Execution & Optimisation

• Own the execution and continuous optimisation of trade marketing plans across Classic & 3rd Party markets
• Translate brand and commercial strategy into channel and Market/Brand specific activation plans
• Monitor performance and adapt execution to maximise commercial outcomes and ROI
• Provide input into trade strategy development based on market learnings and performance insights

2. Africa Market Planning & Insights:

• Analyse market trends, competitor activity, and consumer behaviour across Africa
• Leverage central analytics teams and available data to generate actionable insights and recommendations
• Support markets with data driven planning and prioritisation

3. Activation Development & Toolkit Adaptation

• Adapt central brand toolkits and trade playbooks to reflect market maturity, channel dynamics and portfolio priorities
• Support the development of activation platforms, partnerships and initiatives to drive growth
• Ensure scalability and relevance across diverse African markets

4. Promotion, Campaigns & Merchandising:

• Lead execution of trade campaigns, product launches and promotional initiatives across markets
• Manage POS development and deployment end-to-end (brief → production → distribution → in market execution)
• Ensure execution excellence and effective logistics across multiple markets
• Support the design and optimisation of promotional mechanics and trade initiatives

5. Budget & Investment Management

• Manage allocated trade marketing budgets across markets
• Ensure efficient allocation of investment aligned to commercial priorities
• Track and evaluate spend, conduction pre/post ROI analysis to optimise future investment

6. Stakeholder & Market Leadership:

• Act as key interface between markets, Sales, Marketing and support functions
• Partner with markets and drive accountability for execution excellence and commercial delivery
• Influence cross-functional stakeholders to ensure alignment with global guidelines and local relevance

7. Agency & Supplier Management

• Manage agencies and suppliers to ensure high-quality, cost-effective delivery of trade materials and activations
• Drive accountability for timelines, quality standards and execution outputs

8. Execution Excellence & Market Enablement

• Define and monitor execution standards (visibility, POS compliance, activation quality)
• Support markets with guidance, tools and feedback to improve in-market execution quality
• Engage with markets to validate execution and identify improvement opportunities

Key Competencies and Experience

Key Competencies

Commercial & Functional

• Strong commercial acumen and understanding of trade drivers
• Analytical thinking with ability to translate data into actionable insights
• Trade marketing and activation expertise
• Budget management and ROI focus

Leadership & Behavioural

• Stakeholder influence and collaboration across markets and functions
• Ownership and accountability for delivery
• Ability to operate effectively across complexity and multiple markets
• Strong planning, prioritisation and execution discipline

Experience & Qualifications

• Bachelor's degree in Business, Marketing, or a related field
• 3-5 years of experience in trade marketing, preferably in the FMCG industry
• Experience working across multiple markets or complex environments (preferred)
• Proven ability to manage activations and trade budgets
• Strong analytical capability and reporting skills
• Willingness to travel across Africa as require

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