Sales Manager - Red Bull (Trinidad)

The Sales Manager main priority is to develop the Red Bull commercial strategy of the country and execute it through the Commercial team.

Sales Manager (Red Bull)

PURPOSE:

The Sales Manager main priority is to develop the Red Bull commercial strategy of the country and execute it through the commercial team. Responsible for developing and agreeing annual business plans, achieving growth, driving Red Bull initiatives, and tracking Key Performance Indicators (KPIs) in line with the brand strategy and priorities which lead to an increase in Distribution, Execution and Volume. Owner of the 360° internal process, starting with the financial sales (Sell in) and finish with the can on the shelf in the market, working hand by hand with operations, finance, and trade marketing.

KEY RESPONSIBILITIES:

Distributor Management:

• Coordinate regular meetings with distribution partner’s teams in order to communicate brand strategy and priorities, review business KPI’s, discuss opportunities and threats in the region, run trainings and update sales teams.
• Assign sales, distribution, execution etc. targets to DPs based on business targets (and relevant teams) and follow up these targets regularly.
• Provide execution trainings, on-the-job trainings and coaching to DP and their teams. Regular Trade Visits with DP Field teams to coach DP sales team and unlock distribution and execution opportunities.
• Analyze the opportunities in the region, take proper action and implement as needed.
• Ensures DPs fully understand and execute Red Bull execution / merchandising standards.
• Implements systems to track and benchmark DPs against key initiatives/goals.
• Plan and execute incentive programs in line with brand targets in order to keep sales representatives focused and motivated.
• Be a credible beverage business consultant to DPs and customers and act as a category captain by presenting category and Red Bull Potential
• Understand the market opportunities being close to the field and the distributor.
• Ensure implementation of Red Bull execution standards and coach the sales team.
• Develop a strong relationship with the distributor partner from the top of the managing staff to the field team.

Distributor Structure & Accountability Expert

• Understands distributor’s hierarchy and has relationship from the top down (Owner to Managers)
• Clear understanding of the person responsible and accountable for tasks or programs within DP.
• Thorough working knowledge of distributors internal systems and structure

Business Planning:

• Build a strong business plan in terms of Volume, On and Off premise investment, POS material and perfect store KPI´s with profitable mindset.
• Develop the annual business plans (bottom up) with regards to brand requirements, distribution, volume, investments, and KPIs.
• Secures agreement on necessary subjects (distribution build-up by month/channel, sales forecast by SKU/month/channel/ segments)
• Establishes POS allocation by distributor or Coordinates with relevant stakeholders to issue on-going updates against allocation.

Budget Management:

• Manage assigned budgets where applicable (Examples: incentive budgets, free goods budget, POS budget and in some cases regional account budgets).
• Control and manage the investment tracker by country every month and present all the risks or opportunities to the finance team.
• Build, control and manage the value chain per country/ Channel to take decisions with a fully understanding of the market conditions.
• Be in charge of reviewing and being sure that all expenses reported by the distributor are correct and have valid support.
• Responsible for the budget accuracy and be proactive to propose business cases for new ideas on top of the plan.

Business Intelligence:

• Maintains strong working knowledge of all relevant Red Bull Brand systems.
• Holds DPs accountable for data submission into RB systems to ensure accurate and timely information.
• Manage and fill all the reports: Trade sales, inventory, S&OP, investment tracker and trade marketing execution tracker.

Other Responsibilities:

• Share and enforce guidelines with regards to Red Bull’s brand inventory policy
• Develops working knowledge of geographic and demographic areas in assigned territory.
• Ensure a sustainable Go to Market (GTM) strategy and structure in assigned territory.
• Develops expertise with regards to product competition and distributor competition in respective area.
• Communicates regularly and works effectively with all internal sales team (Off-Premise Key Accounts) marketing, operations and finance teams to secure full alignment of the sales goals with the DP.
• Manage Risk by taking alternative precautions with a proactive approach by determining the risks that would hamper the business.
• Represent Red Bull brand and values in the best way, including appearance, attitude, and behavior.

KNOWLEDGE & EXPERIENCE

• University Bachelor’s Degree in Business Administration, Industrial Engineering or related field.
• Outstanding sales experience and track record in Consumer Goods industry (Beverage preferred), +7 years (Distributor and Supplier experience preferred) (Customer Management)
• Advanced Excel and power point skills.

KEY COMPETENCIES

• Clear understanding of markets, sales & distribution, competitor activity, consumer behavior in FMCG context
• Successful front-line experience in managing distributors.
• Strong analytical, planning and financial skills.
• Strategic thinker with strong business acumen and the ability to work independently.
• Strong negotiation and communication skills.
• Able to work independently and highly organized.
• Local market / geographical knowledge beneficial
• Updated Driver’s license.

WHAT DOES SUCCESS LOOK LIKE

• Alignment, successful achievement, and accountability by the Distribution Partner against agreed targets
• Monthly, Quarterly or Semi-annual Business reviews (depends on the DP size), with clear next steps and priorities for next reporting period.
• Deliver Sales and Execution results in line with agreed targets.
• Ensures best in class service levels by the Distribution Partner at all designated customer levels.
• Develop skills and capabilities of distributor sales personnel.
• Upholds and maintains brand values.