Guinness Nigeria Plc is a major market for Diageo: Guinness Nigeria operates in the unique and fast-growing alcohol industry of over 15mhl beer potential. It is the only company that does Total Beverage Alcohol (TBA) in Nigeria. It’s an on-trade-dominated market but with a fast-growing off-trade channel.

Job Requisition ID: JR1110100

Level: L4

Reports To: Commercial Director or GM

Job Summary 

• Manages the On-trade accounts and ensures our brands especially Reserve are the most dominant in terms of visibility and rate of sale. Ensure Trade terms are executed in the outlet by working in close collaboration with the Reserve Brand Ambassador under the guidance of the Reserve Sales Manager. 
• Manage designated Sales area in the On-trade, delivering stretched brand and portfolio targets across Spirits by effective outlet universe coverage. Ensure all brand communications are up-to-date and in great condition. 
• Drive Spirit KPIs in On-trade market. Periodical (Quarterly) review outlet universe to ensure; optimum base number of viable and non-viable customers, call frequency per category, outlet sales performance and OAS review 
• Ensure learning and application of the Reserve segmentation to drive Prestige Account trajectory to attract new customers while building and maintain strong relationship network with key industry owners and influencers and keep up to date of new trends 
• Ensure flawless execution of 12 months activity plans promotions, innovations, own POP visibility, bar-staff training/ persuasion.
• Implement promotions, develop and execute merchandising programmes at Point of sale with optimum use of resources and materials in order to achieve the highest in-store visibility and sales performance for the strategic brands
• Deploy the use of technology (SFA, Diageo One) to deliver Sales fundamentals on every call.
• Deliver consistent weekly business Reports (WBR) on account activities and competitor intelligence.
• Deliver consistently call objectives with strict observance of safety policies.
• Work with the Marketing team to identify, develop, and manage local marketing activities, including locally-based brand opportunities. 
• Inspire consumers, customers and trade to advocate your brands. 
• Deliver special events in a way which provides positive and sophisticated brand experiences for our consumers and customers. 
• Act as the face of the brand and Diageo – proud of what you do  
• Organize and coordinate launch activities and promotions in line with the brand. 

Role Responsibilities

Executional Excellence:

• Event co-ordination: co-ordinate experiential events to build Reserve brands’ equity 
• Reserve brand sales driver implementation in a defined outlet base. 
• Oversight of execution of all brand, contract and 3rd space activities within the Reserve team 
• Manage relationships with the Distributors and critical Customers in the Team and ultimately responsible for market execution within TLAs and Pace-Maker accounts. 
• Ensure execution processes are performed efficiently, while managing costs and risks effectively. 
• Conduct business performance reviews with distributors in order to track, monitor and adjust efforts and produce desired outcomes in all key business segments. 

Execution Planning & Insight:

• Identify persuasion initiative outlet priorities and drive implementation with Reps. 
• Share TTL intelligence with Reps to support world-class implementation of initiatives.  
• Activity plan development support 
• Provide input to assist in the development of BTL strategy.  
• Report on competitor activity to Sales Managers, Customer Marketing and Marketing teams 

On the ground, brands’ leadership:

• Identify, communicate, and selectively manage brand events in outlets. 
• Development & management of consumer databases through administrative and reporting activity 
• Support training of Trade Execution to 3rd party agencies we work with. 
• Monitor market activity to develop the most cost-effective strategies in order to drive volume and profitability through increased penetration and promotion. 

Experience / skills required

• Graduate Calibre with 4 years of commercial expertise gained across Sales / Consumer Marketing or Sales Management.
• Good commercial understanding, P&L literacy, strong numerical skills, a high level of computer literacy and previous experience of financial/dat
• Good communication skills – written and verbal. 
• Understanding of the total alcoholic drinks market 
• Ability to identify emerging trends & insights. Tenacious in translating this knowledge into commercial actions quickly. 
• Demonstrate a high level of self-organisation and good time management.  
• Ability to plan, implement activities and work cross functionally. 
• Ability to develop strong relationships with trade partners, especially through demonstrating credibility vs. being seen as a brand salesperson. 
• Ability to understand the motivations of individual trade partners and plan ROS drivers against this. 
• Ability to identify emerging trends in the area and communicate that knowledge to key contacts within the team and Head Office. 
• The face of the brand in the eyes of the customer, consumer and media.  
• Ruthless in ensuring that all QDVPPP objectives are met with the customer base. 
• Aware of financial principles and applies them within own role. 
• On Premise Leadership Baseline – able to build professional, credible relationships with on-trade partners and develop profitable programs. 
• Full clean driving license. 
• Trade experience (either retail or supplier) advantageous