Senior Trade And Retail Marketing Manager

The Senior Trade and Retail Marketing Manager will lead the team in strategically developing and seamlessly executing Marketing Strategies at a Trade Level to bring to life the Brand Store, to influence consumer behavior at the point of purchase, and to achieve long-term brand love for Red Ribbon vs competition.

TRADE MARKETING

• Trade Area Marketing: Develops strategic direction to drive sales and build the brand in retail trade areas. Monitors and reviews customer behavior data, competitive checks, and District & RBU sales analysis to identify gaps/opportunities and create action plans to improve performance.
• Local Store Marketing Management: Supervises the development, implementation and evaluation of store marketing programs to drive foot traffic to the store, transaction count, increase average check and drive loyalty at the local trade area level.

• Store Opening Management: Provides strategic direction in ensuring blockbuster store openings to build awareness, drive local brand relevance and generate sustainable customer traffic during pre-opening, opening and post-opening.
  
• Store Activations Management: Supervises the development of programs and initiatives related to new product launches, RLD campaigns and brand campaigns to drive consumer action through brand interaction / experiential marketing.

• Community Relations Management: Supervises the development of local community programs to tap relevant and influential individuals or groups to address brand and RTA specific business and brand objectives

RETAIL MARKETING

• Retail Merchandising Management: Leads the development of Store Merchandising Guidelines that are consistent with the brand’s visual identity and marketing communication priorities. Develops and ensures Planogram Principles are in place to maximize product visual impact and sales
• Retail Packaging Management: Supervises the overall strategy and project management for innovative and creative primary and secondary packaging designs, especially for Christmas. Collaborates with Brand Marketing and R&D for packaging structure improvements, and updates standard designs and LSD approvals for all packaging materials.
• Retail Store Design Management: Oversees the Store Concept Development Process for the brand. Periodically reviews the store concept design vis-à-vis the Brand’s BPRE (specifically the Restaurant Idea) and ensures relevance to the brand’s target market. Works with a cross-functional team to ensure that concept is executed on time, with quality and within budget.
• Creative Design Development: Leads the development of the brand’s visual identity and ensures its consistent application in all creative design projects. Leads design concept and development of retail requirements in all business channels. Evaluates and standardizes plans & execution of approved designs. Presents retail innovations, strategies, design studies to stakeholders.
• Branded Service Experience: Formulates retail & consumer experience strategies. Actively Participate in relevant workgroups (as needed or called for) as a steward of the brand, specifically Brand Visual Identity and Service Identity. Co-Creates retail and channels’ standards for branded service experiences together with HR and other relevant departments

NATIONAL PROMOTIONS

• Sets the strategic direction to increase sales and achieve desired equities through effective national promotional programs (tactical, limited edition novelty, co-branding, suggestive selling). Drives alignment with Store Operations, Brand Marketing, Finance and Supply Chain.

JOB QUALIFICATIONS

• Must have a bachelor’s degree in marketing or business management-related course.
• Must have at least 7 years of experience in trade and retail marketing, with expertise in LSM market penetration and market saturation.
• Minimum of 2 years of people management experience, leading at least 4 direct reports.
• Must be willing to be assigned on a hybrid working arrangement and travel as needed for fieldwork.

Red Ribbon Bakeshop, Inc., the hiring entity, is a wholly owned subsidiary of Jollibee Foods Corporation.

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