We Go Places! How about you?
Immediate Superior: David Cairns 
Job Grade: 25 
Function: Commerce
Type of Contract: Permanent
Reference Number: 142806 
Closing Date: 22/08/2025

 

We are seeking a dynamic Trade Marketing Lead for our Zone to spearhead trade marketing strategies and collaborate closely with Sales, Trade Marketing, and Marketing teams. In this pivotal role, you will develop, leverage, and execute trade marketing initiatives aimed at driving sales growth, boosting brand visibility, and strengthening relationships with retailers and distribution partners.

As the key link between National Trade Marketing and Regional Sales, you will ensure the seamless implementation of commercial plans across On-Trade, Retail, Fragmented Trade, and Events channels. If you're a strategic thinker with a passion for brand growth and partnership development, we want to hear from you!

 

Key Responsibilities:

 

Strategic Planning & Execution

Develop a Regional Trade Marketing Strategy to support the Regional Annual Plan Develop Channel Plans leveraging National Channel plans regionally focusing on maximizing market share and driving sales performance. Market Analysis: Conduct regular market analysis to understand customer behaviour, competitive landscape, and emerging trends.

 

Below the Line (BTL) Activity Execution Management

Develop the Regional integrated calendar of all trade promotion and events plans, and communicate key details of such plans (product, price, pack changes and events)

to key internal and external customers and channels.

Manage cross functional teams using planning processes, to ensure that all planned trade activity is delivered on time in full. Manage the measurement and evaluation process for trade promotions and events to ensure organisational learning for maximum effectiveness. Ensure alignment between the Sales and Marketing organizations on field sales needs and marketing initiatives, including budget management. Lead cross functional commercial alignment sessions that identify short term actions and align all stakeholders on upcoming quarterly plans to achieve intended growth targets Monitor and improve processes to ensure integration between Sales and Marketing activities. Work closely with external customers to provide category and shopper insights that result in plans to drive performance. Actively participate in the delivery of specific trainings to Sales Force.

 

Campaign Management

Retail Promotions: Design and manage trade promotions, in-store campaigns, and point-of-sale (POS) materials. Ste clear expectations of implementation and lead sales teams to campaign compliance Product Launches: Oversee the successful launch of new products through effective trade marketing initiatives. Collaborative Marketing: Work closely with sales, marketing, and category management teams to align campaigns and promotional strategies.

 

Retail and Distribution Relationship Management

Retailer Engagement: Build strong relationships with key retail and distribution partners to ensure mutual growth. In-Store Execution: Ensure flawless execution of in-store branding, displays, and marketing materials.

 

Events

Develop an events plan to drive engagement with consumers and build our brands in trade or through sponsorship/partnerships Lead the events team to deliver best in class execution driving the brands objective

 

Performance Measurement

Data-Driven Decisions: Utilize analytics to measure the performance of trade marketing initiatives, providing insights for continuous improvement. Budget Management: Manage the trade marketing budget effectively, ensuring optimal ROI on all campaigns.

 

Team Leadership

Leading and managing a team of trade marketing professionals, ensuring they are motivated and aligned with the company's goals.

 

 

Job Requirements

 

Education

A university degree in Science, Marketing, Commerce, or Business Administration is required, preferably a Bachelors or Honours Degree in Commerce. A postgraduate degree is advantageous.

 

Experience

Minimum of 10 years of experience in leadership roles in the Liquor Industry, including sales, trade / channel marketing, brand marketing and customer service. Commercial leader with functional expertise in sales, route to market, key accounts, category or any other commercial function or a blend of solid commercial experience Strong background in digital transformation, financial controls and in cross-functional projects management Experience in leading sales front-line teams, sales operations, route-to-consumer planning, commercial strategy development, with a track record of driving growth through customer-focused initiatives Strong track record of integrating workstreams across multiple departments and cross functionally (Sales, Trade / Channel Marketing, Planning, Capabilities development, Revenue Margin Growth & eBusiness) Proven track record of business transformation and sizable legacy in talents development Possessing solid organisational skills, influencing skills and operating with high integrity as a senior leader in a high performing team structure

 

The Company’s approved Employment Equity Plan and Targets will be considered as part of the recruitment process. As an Equal Opportunities employer, we actively encourage and welcome people with various disabilities to apply. Heineken Beverages (South Africa) (Pty) Ltd) is committed to an organisational culture that recognises, appreciates and values inclusion and diversity. You must be fully eligible to live and work in South Africa to apply.