Associate Manager, Shavers & Lighters, Trade Marketing At Bic Nigeria
full-time
Job Description
The Associate Manager, Trade Marketing Shavers & Lighters Nigeria leads Trade Marketing activities in the country for the Blade Excellence (Shavers) and Flame for Life (Lighters) categories with a primary focus on accelerating growth in Nigeria through distribution expansion, channel development and execution excellence, particularly within the strategic traditional trade channels, bookstores and modern trade channels.
The role translates regional and global strategies into locally relevant trade and commercial plans, ensuring strong distributor engagement, execution excellence and alignment with business objectives.
It identifies and unlocks growth opportunities through customer segmentation, loyalty and engagement programs, and whitespace channel development, while establishing the Trade Marketing fundamentals and route-to-market capabilities required to develop BIC's other categories across the cluster.
Working closely with Sales, Marketing and distributor partners, the role contributes to increasing market coverage, strengthening brand visibility and building sustainable, profitable growth.
Main Responsibilities / Tasks
Trade Marketing Strategy & Planning
Build and implement annual Trade Marketing plans by category, channel and customer, aligned with cluster growth objectives and the stationeries acceleration priority in Nigeria
Translate global and regional brand strategies into locally relevant trade initiatives that drive penetration, distribution, visibility and demand growth
Adapt plans to Nigerian market specificities: traditional trade dominance, wholesalers, sub-distributors and emerging channels
Identify growth opportunities to recruit new consumers and increase category penetration: assortment recommendations, visibility programs and channel activation
Distributor Management & Capability building:
Act as the distributor's primary counterpart for all Marketing matters (activation plans, POSM, merchandising, trade programs), in coordination with the Business Development Manager, who owns the commercial relationship
Build strong relationships and ensure alignment on priorities, execution standards and business objectives
Build distributor marketing and merchandising capabilities through training and best-practice
In-store Execution Excellence:
Define and deploy merchandising and visibility guidelines across channels; ensure best-in-class execution of trade initiatives (POSM, activations, promotions)
Monitor execution quality, improve shopper conversion at POS, take corrective actions where needed
Budget & Performance Management:
Manage Trade Marketing budgets with optimal allocation of resources, tracking ROI and continuously improving trade spend efficiency and execution effectiveness
Track performance of trade initiatives through relevant KPIs and recommend corrective actions
Cross-functional Collaboration:
Monitor and analyze market, customer, competitor and shopper data (incl. Nielsen where available) to generate actionable insights
Work closely with Marketing, Sales and Supply teams to ensure alignment of plans and priorities
Share market insights, consumer and customer understanding, execution feedback and best practices with regional teams
Price Monitoring and Market Intelligence Gathering:
Conduct regular store visits, market walks, distributor check to capture competitor shelf price, promo price and trade offers.
Share ad-hoc, monthly value chain analysis by channel and competitive activities reports with local management team
Translate data into what we should do in trade.
Key Performance Indicator / Key Figures
Sales Growth in line with company's Rolling Forecast for the region
Volume & Value Market Share as per targets (when tracked)
Numeric and Weighted Distribution across priority channels
On time In Full Marketing plans executions, with results and ROI as per plan, and in compliance with brand standards
Spend within approved budget with phasing respected quarterly
In-store execution quality and activation effectiveness with measurable uplift from plans
Candidate Profile: Qualifications / Technical Skills
Qualifications and Experience:
Education: University Degree in Marketing, Business, Engineering or equivalent
Experience: Min 5 years of trade marketing experience in an FMCG company.
Experience in multi-market or distributor-led environment including Egypt is a strong asset
Languages: Fluent in English, written and spoken.
Tools: Proficient in MS Office, intermediate/advanced Excel and PowerPoint
Finance/RGM: Exposure to merchandising, animation and POSM agencies / suppliers. Familiarity with Revenue Growth Management principles, and prior experience in sales or account management with agencies is also valuable.
Professional competencies:
Customer & shopper understanding:
Understands retail landscape: traditional trade, sub-distributors, modern trade
Analyzes shopper trends and market insights, translating them into actionable trade initiatives
Interprets research (Nielsen, consumer studies) and translates into clear actions
Understands retail landscape: traditional trade, sub-distributors, modern trade
Analyzes shopper trends and market insights, translating them into actionable trade initiatives
Interprets research (Nielsen, consumer studies) and translates into clear actions
Interacts with various levels in a customer organization to discuss opportunities and resolve issues
Category knowledge:
Deep knowledge of BIC portfolio and competitive landscape
Capable of recommending assortment, pricing, and promotional strategies to drive growth
Trade Execution & Campaign Management:
Plans and executes trade campaigns end-to-end based on the annual Initiative Master Plan
Monitors ROI and adjusts plans based on performance
Communication & Collaboration:
Articulates ideas clearly in a written and verbal format
Shares best practices and escalates risks and opportunities early with proposed solutions
Presents plans confidently to distributors, customers and sales teams
Project & budget management:
Manages multiple projects simultaneously with attention to detail
Meets deadlines and tracks spend vs plan rigorously
Distributor & stakeholder management:
Builds productive relationships with distributor partners
Influences without direct authority