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Title:  Senior Trade and Retail Marketing Manager

The Trade, Retail, and National Promotions Senior Marketing Manager. must lead the team in strategically developing and seamlessly executing Marketing Strategies at a Trade Level to bring to life the Brand Store, to influence consumer behavior at the point of purchase, and to achieve long-term brand love for Rd Ribbon vs competition.

 

Below are Roles and Responsibilities:

 

  • Lead the Translation of Brand Strategies and tactics into below-the-line, tangible customer executions to drive conversion at the point of sale leading to category growth and wining shares.
  • Provide consultancy to stakeholders and coaching to TM officers to improve productivity and performance.
  • Eyes and ears on the ground of Category / Product Managers.
  • Develops and evolves the Brand Visual Identity of the Brand together with Retail Manager.
  • Creates and standardizes designs and guidelines on store retail assets for all stores based on the Brand Visual Identity together with MKTG Head and Retail Manager.
  • Ensures that the Brand Visual Identity is implemented across all store assets and merchandising materials.
  • Ensures the Brand Visual Identity is properly implemented in all store openings/renovations.
  • Co-leads the development, implementation, and evolution of the Branded Service Idea.
  • Ensures that the Branded Service Idea is carried out across all the touchpoints of the consumer journey in relation to the physical channels of the Brand.

 

TRADE MARKETING

 

  • Trade Area Marketing: Develops strategic direction to drive sales and build the brand in retail trade areas. Monitors and reviews customer behavior data, competitive checks, and District & RBU sales analysis to identify gaps/opportunities and create action plans to improve performance. Engages with Brand Team to develop systemwide Attract-Engage-Convert Principles and Strategies linked to desired branded consumer retail experience journey. Traffics and monitors activities and set priorities as agreed with MKTG MLT.

 

  • Local Store Marketing Management: Supervises the development, implementation and evaluation of store marketing programs to drive foot traffic to the store, transaction count, increase average check and drive loyalty at the local trade area level.

 

  • Store Opening Management: Provides strategic direction in ensuring blockbuster store openings to build awareness, drive local brand relevance and generate sustainable customer traffic during pre-opening, opening and post-opening.

  • Store Activations Management: Supervises the development of programs and initiatives related to new product launches, RLD campaigns and brand campaigns to drive consumer action through brand interaction / experiential marketing.

 

  • Community Relations Management: Supervises the development of local community programs to tap relevant and influential individuals or groups to address brand and RTA specific business and brand objectives

 

RETAIL MARKETING

 

  • Retail Merchandising Management: Leads the development of Store Merchandising Guidelines that are consistent with the brand’s visual identity and marketing communication priorities. Develops and ensures Planogram Principles are in place to maximize product visual impact and sales

 

  • Retail Packaging Management: Supervises the overall strategy and project management for innovative and creative primary and secondary packaging designs, especially for Christmas. Collaborates with Brand Marketing and R&D for packaging structure improvements, and updates standard designs and LSD approvals for all Chowking packaging materials.

 

  • Retail Store Design Management: Oversees the Store Concept Development Process for the brand. Periodically reviews the store concept design vis-à-vis the Brand’s BPRE (specifically the Restaurant Idea) and ensures relevance to the brand’s target market. Works with a cross-functional team to ensure that concept is executed on time, with quality and within budget.

 

  • Creative Design Development: Leads the development of the brand’s visual identity and ensures its consistent application in all creative design projects. Leads design concept and development of retail requirements in all business channels. Evaluates and standardizes plans & execution of approved designs. Presents retail innovations, strategies, design studies to stakeholders. Leads briefing of design agencies and retail suppliers. Co-leads creative judgment. Discusses comments and gives clear directions to the agency for creative refinement. Recommends/Initiates retail solutions based on store needs Approves retail elements for new store openings
    • AMs/ODs email retail for mural placement
    • How to order merchandising parts; panel counts

 

  • Branded Service Experience: Formulates retail & consumer experience strategies. Actively Participate in relevant workgroups (as needed or called for) as a steward of the brand, specifically Brand Visual Identity and Service Identity. Co-Creates retail and channels’ standards for branded service experiences together with HR and other relevant departments

 

NATIONAL PROMOTIONS

 

  • Sets the strategic direction to increase sales and achieve desired equities through effective national promotional programs (tactical, limited edition novelty, co-branding, suggestive selling). Drives alignment with Store Operations, Brand Marketing, Finance and Supply Chain.

 

ORGANIZATION EFFECTIVENESS

 

  • Megabrand Assignment: Performs deliverable pertaining to assigned Megabrand Marketing responsibilities.

 

  • People Development: Facilitates developmental intervention to achieve and build competency requirements of direct reports.
  • Employee Engagement: Champions employee engagement programs among direct reports. Develops and implements action plans to address unit’s engagement survey results

 

OTHERS

 

  • Invoice Payment Management: Supervises the timely processing of marketing invoices, accruals and charging disputes.

 

  • Subject Matter Expertise: Leads or participates in cross[1]functional team projects where expertise is relevant. Mentors and coaches other leaders and members of the organization

 

JOB QUALIFICATIONS

  • Must have a bachelor’s degree in marketing or business management-Related course.
    • Preferably with a Master’s Degree.
  • Must have at least 7 years of working experience in trade and retail marketing with at least 2 years of people management experience handling at least 2 direct reports.
  • Must be willing to be assigned on a hybrid working set-up (2 days onsite per week) in Ortigas, Pasig City.
    • Must be amenable to travel for fieldwork.

 

Red Ribbon Bakeshop, Inc., the hiring entity, is a wholly owned subsidiary of Jollibee Foods Corporation.

 

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