Commercial Performance Analyst
Job Description
Context/Scope:
Our Client operates within a multi-cultural, multinational, multi-currency environment. The Company comprises four business units and is further categorised into Demand and Supply. The Supply business is involved in production of beer and spirits. The Demand business is involved in marketing and selling the product to consumers.
This role is located within the Demand Sales business. The Commercial Performance Manager – the role will be critical to the overall Client’s short, medium and long-term strategy in developing and driving our digital strategy and digital excellence within retail outlets and distributors. The job holder reports to the Commercial Lead and works closely with Divisional Commercial Performance Managers and Divisional Sales Managers among others .
Dimensions:
Financial:
Management of the Sales teams and sales tools to assure return on The Client’s investment through volume and NSV growth.
Market Complexity:
The Client operates in a very competitive environment that has seen the entrant of new players in the total alcohol category. This necessitates the need for pro-active business approach. The national distribution structure within the Kenyan alcohol market is key to The Client’s delivery of both volume growth and market share.
Market situation is changing rapidly due to the economic situation, declining disposable incomes, County Government legislation on Alcohol and opening up of the economic trading blocks allowing in flow of products from other markets. Consumers are becoming more sophisticated in the choice of drinks offered in the market. This requires proactive selling to maximize company market share and value share. Trade is evolving and being more sophisticated especially at retail level.
Leadership Responsibilities:
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Win through Execution
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Lead bold execution in a fast-moving world.
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Demand brilliant execution to ensure we always win at the point of purchase
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Inspire through Purpose
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Amplify our purpose internally and externally.
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Demand brilliant execution to ensure we always win at the point of purchase.
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Shape the Future
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Create focus and ownership for shaping The Client’s future ambition.
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Set context and empower people to experiment and unlock opportunities for growth.
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Invest in Talent
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Harness the full extent of The Client’s talent and diversity.
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Build and coach diverse teams to unlock performance and growth.
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Purpose& Deliverables of Role:
Purpose of role:
To ensure that the Client’s Performance Reporting, Routines and processes are understood, that our trade partners are trained to use The Client’s and DMS (Distributor Management System) systems and that business processes and working practices across the division and distributorships are in line with The Client’s Way of World-Class Selling and Code of Business Conduct.
Deliverables of role:
Performance Management dashboards and Insights Generation
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Performance reporting.
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Daily upload on promotional banners on the platform and content review monthly.
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Daily, weekly, and monthly reporting on performance tracking KPIs, insight generation and optimization of performance metrics from a consulting and advisory role to the Sales team being able to achieve their Sales variable based on KPIs matrix agreed (Performance 4 metrics with insights, Open orders consolidation, BTL) (Engage with the users and get insights and advice to CPMs to deal).
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Weekly CLT & Customer marketing reporting and insight generation.
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Identifies factor affecting individual and divisional performance within the performance management framework – Competence, Capability and Commitment, formulates remedial actions with collaboration with the leadership and follows through for closure of the actions.
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Analytics capability support for the divisional distributor super user network.
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Managing end to end BTL activities and execution on ground for project specific promotions aligned to the role’s KPis.
Driving optimal and efficient usage of systems (EDGE 365 & The Client’s) to simplify trade execution
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Distributors are optimally using DMS to manage their businesses effectively and efficiently.
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Primary point of contact of help for any system related issues for the division sales team and the distributor
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Accompaniments, Coaching in trade and conducting refresher trainings for distributor teams and sales teams for capability building.
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Analyzing and proposing any new system requirements to serve current and future need.
People Management
Managing of third-party agencies /teams including but not limited to:
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Customer service team management – Inbound customer service requests such as password queries and other service issues, to ensure a high level of customer satisfaction and efficient problem resolution.
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E-commerce representative management – order fulfilment, customer registrations.
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Digitribe and or any content provider – Liaising and advisory role on content management on the platform.
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Talent development for teams working closely around DMS.
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Agencies scoped for purpose of BTL activities (i.e. all enabling on and off trade merchandising agencies) and any other promotional campaigns that may be strategic to The Client’s platform awareness and usage improvement.
Budget Owner
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Coupa – management of The Client’s POs lifecycle
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Clear planning, implementation and execution, monitor, govern and maintenance of budget management via yearly plans.
CRM: Digital Marketing with Digitribe, Genesis & IMS i.e. Implement direct marketing communication strategy via the following:
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SMS Marketing: Utilize developed database and as per category with personalized messages and call to action.
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Email & Whatsapp marketing: A multi face approach utilizing the following: Newsletters, product offers (How to videos), promotions etc
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E-Recruitment: Utilizing product deliveries to re-recruit to the database