The Commercial team is responsible for identifying and building long-term category growth strategies along with managing the short-term 12-month go-to-market category and shopper plan within the On Premise channel. We are responsible for being customer and category experts and bringing the voice of the customer into the organization. We achieve this by building plans that realize category growth through the creation and sharing of a common understanding of shopper behaviour and insights. Our aim is to deliver Suntory Oceania (including SGS) and our on premise partners a sustainable competitive advantage in-market by establishing our people, brands, and business as an insight-driven, growth-oriented category and brand partner.
The Activation Manager On-Premise is responsible for being the channel, customer & category expert and ensuring that our brand plans are centered around the shopper and the best way to attract and retain shoppers within the On-Premise channel.
The plans developed should align with brand objectives and ensure category growth by understanding shopper (On Premise consumer) behavior and channel insights within the On Premise universe.
The Activation Manager On-Premise will develop and execute the Below the Line (BTL) activation plan for the On-Premise portfolio at Beam Suntory for our On-Premise customers nationally. This role links the customer and the business to identify growth opportunities throughout the year, achieved through an understanding of the spirits category, the On-Premise channel, customer landscape, and consumer behavior influence. Partnering effectively with stakeholders such as Marketing, BTL agency, On-Premise strategy & field sales team, and Suntory Global Spirits Insights team is critical.
This role will collaborate with The Group On Premise Manager to develop a long-term vision for the ON PREMISE category and establish growth platforms for State Key Accounts.
Role Responsibilities
Strategy Input
* Lead the On-Premise shopper activation strategy, ensuring channel, customer, & shopper insights inform activation planning.
* Share insights including bartender motivations with the Marketing team to influence annual Brand Plans.
* Translate the Demand Space strategy into engaging activation platforms for each brand.
* Collaborate with Sales and key account managers to formulate the annual On-Premise Channel Plan, incorporating Brand Plans, Category, & segment understanding.
Developing Shopper / Category Insights
* Gather insights by engaging with trade and sales teams, especially when formal research is unavailable.
Key Customer Engagement
* Partner in customer presentations, representing the brand team and aligning brand objectives with customer needs.
Shopper Activation
* Develop & execute the annual On-Premise activity calendar across Australia.
* Create activation toolkits for field sales teams.
* Identify partnership opportunities with influential On-Premise customers.
* Plan NPD activations to promote awareness and trial of innovations.
Leadership
* Lead the development and execution of key campaigns, ensuring top-tier activations.
* Bring the voice of the customer into the organization to inform stakeholders about customer needs.
Stakeholder Relationship Management
* Build effective relationships with sales and marketing teams, ensuring relevant and timely activation inputs.
* Align activations with brand plans and briefs.
* Demonstrate problem-solving and influence stakeholders towards solutions.
Qualifications
* Degree in Commerce or Business preferred.
* At least 2 years of FMCG trade and/or Shopper Marketing management experience.
* Strong project management skills, capable of handling multiple projects with deadlines.
* Advanced proficiency in Outlook, Word, Excel, PowerPoint.
* Experience managing multiple budgets.
* Skilled in briefing and judging creative development aligned with shopper & brand needs.
* Effective influencing and persuasion skills.
* Ability to work cross-functionally and collaboratively.
* Excellent interpersonal skills and team orientation.
* Self-motivated, responsive, resilient, and persistent.
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