Trade Marketing and Commercial Insights Manager

SUMMARY:
The Trade Marketing & Insights Manager is responsible for supporting the execution of BevCo's Trade.

POSITION INFO:

TRADE MARKETING & COMMERCIAL INSIGHTS MANAGER

Job Purpose
The Trade Marketing & Insights Manager is responsible for supporting the execution of BevCo's Trade Marketing strategy while leading the generation of customer, channel, shopper and commercial insights that enable data-driven decision making across the business.
The role acts as the analytical and commercial support function for the National Trade Marketing & Commercial Insights Manager, translating complex internal and external data into actionable recommendations that drive profitable growth, improve commercial execution and support strategic business planning. Working cross-functionally with Sales, Marketing, Revenue Growth Management, Finance, Supply Chain and Planning, the incumbent develops customer and channel insights, evaluates commercial performance, identifies growth opportunities and supports the development of BevCo's Annual Operating Plan (AOP), Integrated Business Planning (IBP) process and ongoing commercial reviews.
The role also supports the execution of Trade Marketing initiatives, shopper activation programmes and channel development strategies to improve market penetration, customer engagement and execution excellence across all routes to market.

Key Accountabilities and Outputs
Trade Marketing Strategy & Execution
Support the implementation of BevCo's national Trade Marketing strategy across all customer channels.
Translate strategic commercial priorities into practical customer and channel activation plans.
Develop and execute annual Trade Marketing plans aligned to commercial objectives.
Coordinate trade marketing campaigns, promotional activity and product launches.
Develop customer-specific activation plans that improve visibility, availability and conversion.
Support the execution of national and regional customer initiatives.
Develop sales support tools, customer presentations and launch materials.
Ensure consistent execution of the "Picture of Success" and merchandising standards across all channels.
Monitor trade marketing effectiveness and recommend improvements to maximise return on investment.
Work closely with Sales teams to ensure successful execution of customer and channel plans.

Commercial Insights & Analytics
Generate actionable commercial insights that support strategic and operational decision-making across the business.
Analyse customer, channel, sales and market performance to identify opportunities, risks and performance gaps.
Develop and maintain commercial dashboards, scorecards and KPI reporting using business intelligence tools.

Trade Marketing and Commercial Insights Manager
Interpret sales, customer, market and financial data to identify trends and recommend commercial interventions.
Analyse numeric distribution, weighted distribution, customer penetration, sales mix and outlet productivity.
Evaluate customer profitability, product performance and commercial investment effectiveness.
Conduct pricing, promotional and assortment analysis to identify growth opportunities.
Monitor competitor activity, market developments and channel trends to support strategic decision-making.
Perform white-space analysis to identify opportunities for customer acquisition, distribution expansion and market penetration.
Translate complex analytical findings into clear, practical commercial recommendations for senior leadership.
Continuously improve reporting accuracy, data quality and analytical capability across the Commercial function.

Annual Operating Plan (AOP) & Commercial Planning
Lead the preparation of commercial insight packs supporting the Annual Operating Plan (AOP).
Analyse historical sales performance, customer trends and market dynamics to inform growth assumptions.
Develop channel, customer and category performance reviews to support annual planning.
Identify strategic growth opportunities through customer, channel and portfolio analysis.
Provide commercial forecasts and scenario modelling to support business planning.
Partner with Finance, Sales and Planning teams to validate commercial assumptions.
Develop presentations and recommendations for strategic planning workshops and Executive reviews.
Support Integrated Business Planning (IBP) through robust commercial analysis and reporting.

Shopper, Customer & Channel Insights
Analyse shopper behaviour, purchasing patterns and customer trends across all trade channels.
Develop customer segmentation and channel profiling frameworks.
Identify changing consumer preferences, affordability trends and market opportunities.
Evaluate category performance and customer buying behaviour.
Develop insight-led recommendations to improve customer engagement and shopper conversion.
Partner with Marketing to translate shopper insights into effective activation strategies.

Revenue Growth & Commercial Performance
Partner with Revenue Growth Management to evaluate pricing strategies, promotional effectiveness and customer investment.
Analyse trade spend, promotional ROI and commercial investment returns.
Support pack architecture and portfolio optimisation initiatives.
Identify opportunities to improve gross margin, mix and revenue growth.
Evaluate customer investment effectiveness and recommend optimisation opportunities.

Market Intelligence & Competitive Analysis
Monitor competitor activity, pricing, promotional activity and market developments.
Conduct regular market and channel reviews to identify risks and opportunities.
Analyse syndicated market data (e.g. Nielsen or equivalent) where available.
Develop comp