Responsible for develop and execute the country’s marketing and convenience retailing business plan, aligned with the Regional Strategic Guidelines. Main Focus on achieving results of Non Fuels Retail (NFR) Income (Shops, Supplier Rebates, QSR, ATMs, others), by implementing NFR Value Proposition, CATMAN, Operating Cost Optimization, Store Enhancement, Information System and Execution Culture. Take actions needed to ensure the NFR P&L Budget. Monitor the local trends of NFR Business. Close relationship with Retail Operation Manager to ensure the action plans executions. Responsible for complying with the marketing and advertising budget and deliver superior results on a sustained basis.
Knowledge Skills and Abilities, Key Responsibilities:
Analyze and make decisions based on store profitability
Coordinate periodic meetings with C-Store operators to validate/review marketing plans with their input
C-Store visits to audit inventory levels, promotional plan and planograms execution, pricing strategy, food safety, recipe procedures and approved supplier purchases, general image details
Ensure marketing guidelines are effectively implemented throughout all C-Store chain
Oversee and ensure correct implementation of promotional plan, product range review and keep updated planograms
Provide support with specific activities to Regional Catman Managers and Regional C Store Manager
Responsible the Category Management Strategic Plan (Floor Plan, Price Positioning, Category Role, Planograms)
Sales and margins per category analysis
Supervise prices by chanels and competitors.
Supervise sales, costs and margin of products and subcategories and Identify news market trends.
Supervise the Execute Planograms
CR Information Systems
Actualize Franchise Operative and Food Service Manual
Execution Performance Cup implementation
Implementation of New BOS/HOS service provider
Increase Execution Capabilities through Training Programs (Dealers / PUMA)
New VPM Store audit implementation.
Participate on CR Reports developing process
VPM allocation by store model review.
CR Promotional Plan
Comply with the promotional plan defined according to the Category Management Strategic
Develop with Country C Store Implementer the Rebate Negotiations with vendors
Generate reports to Regional Managers.
Optimize Vendors Agreements with category leaders
Validate implementation of promotional plan implementation in store
Analyze sales reports and take action to achieve company objective
Consolidate reports and information for Regional Managers
Ensure the continuous CR performance improvement of the different categories
CR Profitability – Non Fuels Income Management and Opex Budget Control
C-Store vendors / ATMS / Others Space
Keep Marketing/CR opex on target throughout the year
Negotiate local non fuels income contracts
Marketing Activity Plan Implementation
Cross Promotions with and whithout fuel
Successful implementation of institutional, product and/or promotional campaigns
Fuels local tactical activities
Alliance with key opinion leaders in the industry (car dealers, mechanics, auto parts)
Payment Methods (CoBranded, Fleet Card, Mobile Pay, Gift Card, Rings)
Lubricant activities (Puma Lubricant brand relaunch)Other Line of Business support
Social media strategy implementation
Follow up on the Visual Identity audits performed by Retail Territory Managers
Successful implementation of Paso a Paso Operational Excellence Program
Mystery Shopper & Training
In coordination with Human Resources, successful implementation of Defensores de la Marca Program
Bachelor’s Degree in Sales, Marketing, communication, advertising or related areas, Business Management or Administration
An added advantage – Master’s Degree in Marketing, communication, advertising or related areas, Business Management or Administration
Extensive knowledge and experience of Retail Operations/Sales, FMCG, leading teams and/or relationship management
Expert knowledge of current industry / marketing trends
Extensive experience in marketing, merchandising, advertising, brand management or sales.
Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, and other office procedures and terminology.
Knowledge of business and management principles involved in strategic planning, resource allocation, leadership technique, production methods, and coordination of people and resources.
Must be able to manage multiple tasks with accuracy and strict attention to deadlines.
Strong budgeting, Internet and computer skills.
Strong leadership skills and the ability to train and motivate team members.
Communication and Interpersonal Skills
Customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction
Numeric and Analytical Skills
Partnership and Teamwork
Strong consumer and product awareness
Key Relationships and Department Overview:
Internal – close relationship with Retail Manager, Retail Territory Managers, Other Business Line Managers; General Manager, Trainers, Regional Non Fuels Retail.
External – Service Station Operators/Dealers, Suppliers, Third Party Partners, Local authorities.
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