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Title:  Traditional Trade Channel Manager

Date:  Nov 18, 2023

Bucharest, B, RO

Reporting to: Category & Customer Marketing Manager

Direct reports: 1 direct report “Trade Marketing Specialist OFF TRADE”

Functional relationship with other departments: Sales Team OFF TRADE (SR, ASM, KAM), Marketing, Finance, Procurement, Business Intelligence, PRM.


The Channel Manager is responsible for developing and overseeing the execution of yearly trade marketing plans. The goal is to increase customer and shopper/consumer preference for the BERGENBIER portfolio in line with brand strategies.


Main responsibilities:

  • Develop a trade marketing strategy and budget that aligns with the overall branding and marketing strategy.
  • Collaborate with Sales and Marketing to develop Channel Strategy, considering regional market differences, company priorities and brand strategies.
  • Develop and execute nationwide trade marketing and customer engagement campaigns, creating POS materials and promotions.
  • Flawlessly execute all trade marketing and customer engagements activities
  • Ensures that Shopper insight is considered in all commercial decisions.
  • Contributes to developing the product portfolio and manages each new launch.
  • Develop focused trade strategies for a category in each key account and trade channel. Ensure these strategies are in tandem with brand positioning and the potential of the accounts/channels.
  • Ensure full understanding of changing trade dynamics and development in the beer industry to recommend effective channel & sales strategies that will give the Company a competitive edge.
  • Monitor and evaluate the effectiveness of in-store promotions to determine whether these meet the Company's objectives.
  • Analyzing market data, trends, consumer preferences, and competitor behavior to optimize channel strategies.
  • Manage the budget allocated and ensure optimize and maximize the investment in the market.  Drive a continuous cost optimization mindset with team, agencies, and sales.
  • Brief the directions/concepts/activities to third-party agencies, and supervise the development and implementation.
  • Ensure alignment with other departments: Marketing, Purchasing, Finance, Revenue Management etc.
  • Visiting the sales points regularly to understand the market better and ensures that the brand is visible and guidelines are respected.



What you'll need to succeed:

  • Completed higher studies, preferably in Marketing or Management
  • At least 3 years’ experience working in Trade Marketing or Marketing and a minimum of 1 year in Sales Dep
  • Demonstrable record of success in a customer-facing role, with a clear understanding of the selling process
  • Strong analysis skills for generating recommendations and working with data.
  • Advanced knowledge of MS Office, especially Microsoft Excel and PowerPoint
  • Excellent communication and interpersonal skills
  • Innovative spirit, creative and pro-active
  • A good team player
  • Good interpersonal skills, creativity, and initiative
  • Understands shopper behaviour
  • Understands key business functions
  • Ability to motivate and develop people
  • Advanced English language skills



We offer:

  • Attractive compensation and benefits package;
  • Annual performance bonus;
  • 23 days of vacation/annual leave;
  • Private health insurance;
  • Life insurance;
  • Christmas bonus;
  • Holiday bonus;
  • Career opportunities;
  • LinkedIn Learning, Bookster subscription;