Diageo Africa Regional Markets (ARM) is one of the 4 Strategic business units in Africa, and one of the 20 Business units in Diageo. ARM includes Ghana, Cameroon Hub, Diageo Indian Ocean and Southern Africa (DISA) and Ethiopia. We have widely varying business models in the territory ranging from fully integrated businesses in Ghana and Cameroun and Distributor models in Angola and others.
Apart from Ghana, we hold minority market share in most of the markets which presents us with exciting growth opportunities. This role is located within the Diageo GB representative office in Addis Abba. This position manages the relationship between Diageo and local distributors, to drive both the presence and consumer interest in Diageo’s Spirits portfolio across key outlets
This role works with multiple teams in trade, sales and brand, and is a pivotal role in bringing Sales and Marketing function together and has multiple relationships to manage.
The job holder works closely with Commercial Manager, Marketing Teams, Sales and Distribution teams, Brand Promotions teams, Agencies – (Research, BTL) and Customers.
It is mandatory that the job holder maintains effective working relationships with Trade, Sales and Marketing “un-blocking” barriers to success, arbitrating and networking are key to the success of this role. Market Developers plays a pivotal role within the Meta Diageo organization, working at the forefront of our business to develop and grow customer relationships within an allocated territory, to ensure our spirit brand is the number one choice for consumers.
Key Accountabilities
Performance Management
Responsible for generating sales orders in each of the designated accounts to meet our target and also to deplete distributors stock
Ensuring that 100% of all target accounts are sourcing Diageo brands from designated distributors
Create orders and penetrate new outlets
Track and review distributor performance ensuring that corrective action is taken to course correct any performance gaps
Account Management
Each account has an updated account file with critical account data
Each designated account will have a daily/monthly/annual targets set by brand and category.
Defined callage plan as per agreed contact and coverage strategy with clear OSR targets
Consistent delivery of defined Outlet Execution Standards within defined segments
Help Step change relationships with key retail outlets through regular interaction with key stakeholders.
Capability
To support the development of selling skills within distributor staff serving our retail accounts and develop key retailers staff to achieve QDVPP standards without having to do it yourself. (Persuasion)
Sales Driver Activation
To support the execution of account plans & brand building activities (GAME plans) for these accounts through support of running activities, execution of sales drivers in target retail accounts. .
Activation of QDVPPP standards to meet the desired target/standards.
Key Enablers
Planning
Schedules & Activities
Develop own Daily/ Weekly / Monthly/ Annual Schedules and activities as per the 12 weeks activity plan guidelines.
Develop journey plans and frequency for all designated customers to ensure they are visited as per segment guidelines as defined in the RTC design.
Reviews the journey plan and customer information monthly (a minimum) and updates where necessary based on rep knowledge of customer and area.
Support distributor in planning designing their routes to ensure that all outlets are covered and visited as per required frequencies.
Follow up and provide a monthly sales incentive for outlets according to pouring agreement
Prepare POS materials deployment plan on outlets based on the pouring agreement , sales volume as well as outlet segmentation POS deployment standard.
Customer Data:
Reviews the customer profiles, sales information, and previous visit activities and submit outlets monthly depletion within 10 days.
Identifies possible issues and opportunities and creates or updates activities to address these. Identifies personal objectives for the call.
Update customer list by deleting closed outlets and scoping new customers (could include Geo Codes) in the territory.
Execution
Activate agreed promotions in the outlet according as per brand activity guidelines as well as 12 weeks activity plan.
Making sure all the activities are executed properly [ perfect serve, back bar display and visibility materials]
Adhere to planned visit without any ad hoc changes unless same is approved formally by the Line Manager.
Measurement / Reporting
Review and record, post the sales call, evaluation against call and objectives and targets.
On a daily / weekly and Monthly basis measure, track and report achievement against set targets for:
Review and report monthly growth on your designated route.
Collaboration
Is active in building and maintaining understanding of how Sales can work with other functions to deliver performance goals.
Develop and manage Amazing Relationships with designated customers and other 3rd party partners.
Job Requirement
Qualifications and Experience Required
Graduate caliber and experience within field sales or marketing in FMCG.
Computer literate and ability to work under pressure and respond to tight deadlines.
Team player
Strong communication, problem solving and negotiation skills.
Strong understanding of the selling process.
Fluent in Amharic and a strong command of written and spoken English.
Valid driving license with at least 2 years driving experience.