Route to Market Specialist

Title: Route to Market Specialist – Empangeni
Company: HEINEKEN Beverages

Purpose Statement:

The Route to Market (RTM) Specialist is responsible for building and executing a commercially active RTM plan for partners and bulk breakers. The objective is to increase market share for HEINEKEN Beverages brands by ensuring coverage of the local universe. This role requires a strong understanding of commercial operations, building internal and customer relationships, and delivering exceptional customer service.

Key Performance Areas:

• Customer Needs & Relationship Management:
  • Understand and prioritize the needs of RTM customers.
  • Collaborate with colleagues to ensure clients receive first-class care and service.
  • Develop and implement a strategy for managing RTM accounts with approval from the Divisional Manager.
• Market Analysis & Growth Opportunities:
  • Conduct continuous market analysis to identify growth opportunities.
  • Create a documented route-to-consumer plan and understand volume flow.
  • Manage adherence to Trading Term contracts and conduct customer account reviews.
• Sales & Commercial Negotiation:
  • Develop effective negotiation and sales strategies tailored to RTM accounts.
  • Use trade math and analytical skills to support commercial conversations.
  • Ensure stock management, including preventing stockouts and maintaining stock quality.
  • Achieve sales volume and market share targets in Wholesale and Distributor channels.
• Promotions & Merchandising:
  • Implement trade marketing promotions in line with the National/Regional/Divisional plans.
  • Seed New Product Innovations (NPI) and manage the existing brand portfolio.
  • Ensure channel-specific PICOS execution and BTL merchandising align with regional marketing plans.
  • Manage pricing according to segment guidelines and control budget and reporting.

Relationship Management:

• Build and maintain strong customer relationships and internal stakeholder engagement.
• Own the Business Plan/Trading Term agreement at the outlet level.
• Engage regularly with Bulk Breaker teams and external third-party service providers.
• Ensure confidentiality of customer and account information.

Experience & Skills Required:

• Qualifications:
  • A three-year degree in Commerce, Finance, or Marketing.
  • 2+ years of experience in an off-trade sales position.
  • Experience with Route to Market and Wholesale Channels is an advantage.
• Skills & Competencies:
  • Proven commercial and analytical abilities.
  • Negotiation experience (certification is an advantage).
  • Strong communication skills for both internal and external stakeholders.

Functional Competencies:

• Understanding of category, portfolio, and brand dynamics.
• Knowledge of shopper and on-premise consumer behavior.
• Expertise in RTM, channel, and customer strategies.
• Proficient in channel strategy development, annual planning, and execution excellence.

Behavioral Competencies:

• Deliver: Achieve results, play to win, and celebrate success.
• Shape: Think consumer-first, make bold decisions.
• Connect: Foster a culture of belonging and collaboration.
• Develop: Engage in real conversations and embrace growth through learning.

This role is key to ensuring HEINEKEN Beverages’ growth and success in the wholesale and distributor channels through strategic planning, strong customer engagement, and effective execution of marketing initiatives.

 

 

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