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Regional Director
4 months ago
Job Description
Job Description At Avocados From Mexico, we nurture hearts to live life deliciously. We are curious-minded and have a relentless passion for disruption that delivers results. The Regional Director manages and oversees the marketing activities and category requirements for designated retail accounts in US market, including any channel or retail format, to drive short-term avocado demand. The role primarily oversees the planning and implementation of daily trade marketing activities and results of specified retail accounts and cultivates the relationship within designated accounts. The Regional Director will be responsible for driving and accelerating the demand for the category by developing and delivering strategies to convert customers in store and/or online. Provides support to importers, retail partners, and internal departments. The role is critical in ensuring that trade marketing plan and budget is managed efficiently to maximize ROI according to the specified company strategy.
Responsibilities
Responsible for the development of the annual trade marketing plan and implementation of initiatives and tasks that reflect company goals, category, and marketing opportunities in designated accounts to help drive avocado volume and sales.
Responsible for the planning, activation, and results of all trade activities, including internal and external reporting.
Educates and trains retail personnel on product knowledge in order to increase brand awareness and share category expertise.
Offers thought leadership on assortment, merchandising and category recommendations to drive customer traffic, demand and profitability.
Communicates avocado demand account marketing opportunities and adapts trade marketing activations based on industry dynamics.
Collaborates with Shopper Marketing team to design insights driven programs and innovation.
Builds and expands business relationships that engage and strengthen AFM presence at retail by meeting company objectives.
Manages individual region trade marketing budget for specified retail accounts and is responsible for tracking budget, marketing account activations, and results of trade activities for designated accounts.
Collaborates with Research & Analytics team to provide and present category reviews to specified retail accounts.
Responsible for the communication and participation of all AFM shopper programs in designated accounts to meet company objectives and goals.
Manages and oversee the ordering of all AFM in-store displays and materials associated with shopper and trade marketing programs and manages the display participation and distribution among designated accounts.
Organizes market tour in support of AFM national shopper programs and trade activities within region accounts in support of key AFM initiatives.
Collaborates with the Shopper team on all national and account specific programming. Serves as the liaison between AFM and corresponding regional counterparts of co-marketing partners on the sell-in of promotional materials and trade activities for specific retail accounts.
Communicates trade marketing activities to importers on a monthly basis
Maintains retail confidentiality and collaborates with respective retail account and suppliers.
Gathers account specific intelligence and shares with the organization.
Works side-by-side with the Director Trade Marketing to provide added value of designated accounts by uncovering new marketing opportunities and/or implementing company objectives.
Embraces and completes all AFM processes and reporting needs.
Participates in trade shows, training seminars and specific retail activities as required by the company and promotional programs.
Team Focus
Forms, develops, and sustains strong working relationships with designated retail customers contacts.
Maintains strong working relationships within Shopper & Trade Marketing team and all AFM departments.
Follows established procedures for marketing processes.
Brings problems to the attention of the Director Trade Marketing; is willing to ask for help.
Collaborates with other Region Directors on account programing and or marketing activities based on customer needs and AFM initiatives and objectives.
Identifies additional tasks to be completed and willingly assists others.
Skills/Qualifications
CPG Sales, Trade Development, Category Management and/or Trade Marketing experience
Strong understanding of buyer/ trade/sales processes
Adept with developing customer selling stories to drive velocity and store traffic.
Has ability to analyze shipment, point of sales data and syndicated data such as Nielsen, IRI/Circana, 8451/Stratum and extract actionable insights and communicate growth opportunities and recommendations.
Strong interpersonal and relationship management skills with the ability to develop business and customers.
Proficient with merchandising and point of sale solutions.
Ability to manage multiple projects, within tight timelines and have CPG retailer understanding.
Self-starter who works independently and is highly self-motivated; goal oriented and excels in a fast-paced environment.
Energetic, innovative and flexible.
Exhibits tenacity meeting goals and determining solutions to meet business challenges.
Follows tasks through to completion and communicates resolution to supervisor.
Resourceful, learns quickly and has a thirst for knowledge.
Anticipates and solves problems in a calm and methodical manner.
Manages multiple projects and timelines with a sense of urgency and follow through.
Well organized and detail oriented with strong project management skills.
Follows direction with focused attention.
Ongoing learner; exhibits insatiable curiosity and an interest in self-improvement.
Adept with managing data in excel and can develop presentations utilizing power point.
Education/Experience
Requirements
Bachelor’s degree in Business, Sales or Marketing, preferred.
Must be confident, strong with an exceptional ability to overcome objections
Minimum 5-7 years in sales planning/trade development/trade marketing within US grocery channels and formats.
Prior produce department/fresh food category management and/or grocery retail experience is a plus
Spanish bilingual skills are a plus
Travel: 30%
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