Senior Trade Development Executive

OBJECTIVE/ PURPOSE OF THE JOB

The Senior Trade Development Executive is responsible for driving excellence in in - store execution across General Trade (GT) channels, specifically focusing on Impulse, Petrol, and Small Self-Service (SSS) stores. The role excludes Modern Trade (MT) due to operational limitations and the existing capability of MT sales teams to perform quality audits independently.

KEY RESPONSIBILITIES

1. In-Store Retail Audits (IR Audits):

• Conduct regular audits across all GT outlets to assess compliance and execution standards.
• Identify gaps in execution and follow up with corrective actions in coordination with the sales team.

2. Execution Specialist:

• Drive and secure Share of Shelf (SOS) across key categories.
• Ensure strict adherence to planograms in-store.
• Work closely with sales teams to ensure NBL (Next Best Location) compliance.
• Oversee and ensure consistent implementation of PICOFS (Perfect In-Store Conditions for Success) across all GT stores.

3. Checkout Zone Development:

• Lead the installation and measurement of customized checkout units.
• Drive the deployment strategy to ensure:
• 100% checkout penetration in eligible stores.
• Creation of effective checkout hotspots to influence impulse purchases.

4. Asset Management Expertise:

• Recommend the most suitable assets (e.g., chillers, freezers) for each store based on store profile and size.
• Ensure proper placement and visibility of assets for maximum impact.
• Maintain asset effectiveness by:
• Ensuring cleanliness and functionality.
• Monitoring for misuse and preventing damage.

5. Retail Intelligence & Market Insights:

• Be the first point of contact for identifying new store openings within the territory.
• Monitor and report on competitor activity, including promotions, displays, and new product placements.
• Provide actionable insights to the sales and category teams for strategy alignment.

6. Analysis & Reporting:

• Regularly analyze audit findings and store execution performance to identify trends, opportunities, and recurring issues.
• Provide data-driven insights to sales leadership to support strategic decision-making.
• Monitor KPIs such as SOS compliance, asset utilization, checkout execution, and audit scores.
• Use insights from competitor activity and market intelligence to recommend tactical adjustments.

7. People Management & Cross-functional Collaboration

• Coach and support sales representatives on execution standards and retail best practices.
• Influence and motivate field sales teams to maintain high levels of in-store excellence.
• Work collaboratively with trade marketing, sales, and asset management teams to ensure unified in-market efforts.
• Facilitate knowledge sharing and best practice dissemination across territories.

8. Innovation & Continuous Improvement:

• Identify new execution techniques or merchandising tools that can enhance in-store impact.
• Propose and pilot innovative in-store visibility solutions (e.g., digital POSM, new checkout unit designs).
• Continuously seek smarter, more efficient ways to manage assets, audits, and retail intelligence.
• Challenge the status quo by bringing fresh ideas to enhance GT store performance and shopper engagement.

JOB REQUIREMENT

• Bachelor’s Degree
• 3 – 5 Years of experience
• Marketing Campaigns and Promotions
• Strong understanding of sales and distribution networks
• Knowledge of market research and customer behavior
• Data analysis and territory planning
• Experience in field sales or regional sales roles