Head channel Traditional trade – Refreshment Trading Co.

    We are seeking a commercially driven Head of Traditional Trade Channel to lead and grow the Groceries, Mini-Markets, and Petroleum Food Marts segment. The role is responsible for channel strategy, distribution expansion, profitability, and execution excellence across these outlet types. The ideal candidate will manage a field sales organization to ensure perfect availability, pricing compliance, visibility execution, and strong customer relationships.

Core Responsibilities

    1. Channel Strategy & Growth

• Develop and implement annual Traditional Trade strategy tailored to groceries, mini-markets, and fuel station food marts.
• Define outlet segmentation, coverage plans, and geographic growth priorities.
• Identify opportunities by pack type, category, and consumption occasion (impulse, take-home, on-the-go).
• Recommend pricing structures, discounts, and trade programs relevant to this channel.

    2. Sales Leadership & Performance

• Lead Sales Supervisors, Sales Representatives, and Van Sales teams.
• Deliver monthly and annual targets for volume, distribution, and revenue.
• Improve numeric distribution, drop size, OSA, and rate of sale in targeted outlets.
• Conduct frequent market rides to assess performance and provide coaching.

     3. Customer & Trade Relations

• Build strong relationships with key independent retailers and petroleum convenience operators.
• Negotiate visibility spaces, chillers, secondary placements, and promotional execution.
• Resolve escalated operational issues related to supply, delivery, returns, or pricing.

     4. Route-to-Market Optimization

• Manage route planning, outlet frequency, and territory alignment.
• Enhance pre-sell or van-sell efficiency based on outlet type.
• Implement SFA tools and ensure accurate order capture and performance tracking.

    5. In-Store Commercial Execution

• Ensure compliance on:
• product availability
• space and facings
• price integrity
• activation execution
• cooler utilization and productivity
• Coordinate with Trade Marketing for POSM deployment and micro-activations.
• Track competitive activity and recommend rapid countermeasures.

6. Forecasting, Reporting & Financial Control

• Provide demand planning inputs specific to this channel.
• Manage customer credit exposure and support collections discipline where applicable.
• Monitor channel profitability and SKU mix improvement.
• Deliver weekly and monthly performance reports with insights and corrective actions.

Other Responsibilities

• Report all incidents, accidents, and unsafe conditions immediately to the immediate supervisor. Protect the environment, operate on a clean basis, and achieve sustainable development.
• Accountable for own health and safety and do not put others at risk in the course of work performance.
• Perform other duties as assigned.

Job Details

Preferred Candidate

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