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Position Purpose / Context 

We are looking for an experienced and strategic professional to take on the role of Winning @ the Point of Sale (W@PoS) Lead. This position plays a critical role in maximizing our competitive edge in the marketplace by shaping channel and category strategies, ensuring execution excellence, and driving profitable growth. The role is also responsible for trade marketing leadership, new product launches, and cross-functional collaboration to strengthen commercial performance at the point of sale.

Key Duties / Responsibilities

• Define methodology to segment outlets based on channel, industry size, and customer behavior.
• Develop category growth strategies using OBPPC principles and RGM insights.
• Determine Picture of Success (PicOS) and execution standards for each channel and customer segment.
• Design execution tracking mechanisms aligned with RTM realities to promote continuous improvement.
• Collaborate with RGM, RTM (General Trade and Modern Trade) teams to ensure cohesive commercial strategies.
• Oversee consistent application of asset management methodologies:

1. CDE: productivity, benchmarking, best practices.
2. Glass management: algorithms, deposit values, retrieval schemes, seeding, and exchange policies.

• Apply methodologies for DME and promo DFR administration, including ROMI, initiative prioritization, system alignment, and rules of engagement.
• Develop launch pads for New Product Launches (NPLs) aligned with customer behavior.
• Connect with Supply Chain and Procurement on innovation capabilities, identifying synergies and economies of scale.
• Assess emerging channel opportunities and develop growth strategies and execution guidelines.
• Understand opportunities from a Customer/ Shopper perspective (Low PerCapita consumption, affordability constraints, competitive intensity, etc.) in order to recommend OBPPC interventions in the country
• Assess customer characteristics, and shopper behaviors to determine Channel Strategy, Picture of Success definition and promotional activity required.
• Work with RTM, RGM and local W@PS teams to determine and implement Execution tracking (RED) mechanism, routines and ways of working. Use this tracking to understand drivers of performance at point of sale and provide feedback to strategy definition.
• Understand budget constraints (Capex, DME and DFR) and commercial priorities in order to recommend CDE, Glass, DFR rules of engagement and DME strategy for Annual Business Planning.
• Assess critical territories to ensure a cohesion of the channel strategy with the focus priorities across markets.
• Work with SC/Procurement to enable capabilities required to W@PS across channels/markets.

• Bachelor’s degree in business, Marketing, or a related field.
• 8–10 years of experience in trade marketing, category management, or commercial strategy.
• Strong understanding of channel segmentation, OBPPC, and revenue growth management.
• Strong track record in driving in-store execution, visibility, and sales growth
• Strong communication and stakeholder management skills
• Proven experience in developing and executing category/channel strategies and trade marketing programs.
• Proficiency in English 4 Skills.