Commercial Director 81 views

Dashen Breweries is a major player in the rapidly developing Ethiopian Brewery market. Our Vision is to be Ethiopia’s Number One Brewing Company and our Purpose is to “Delight Consumers and Enrich Communities”.

Our flagship Brands, Dashen and Balegeru are renowned for their great taste and quality. In addition to our Brewery in Gondar, we have a new leading edge Brewery at Debre Birhan, the first of its kind in Africa. Given the continued growth and future expansion of Dashen Breweries, the following opportunity exist. 

Job Summary 

To provide sales, Marketing and Trade Marketing leadership to the Dashen Breweries S.C. business in Ethiopia through the development, implementation and execution of insight-based consumer and customer Sales, Marketing and Trade Marketing strategies and activity programmes that enables to lead and develop the capabilities of commercial team and lead to achieve the vision of the company.

Duties and Responsibilities

A.   Strategy:

• Define the portfolio sales and marketing strategy according to Dashen Breweries vision and purpose aiming to accelerate growth  for the DBSC business in Ethiopia, including identification of insight-based opportunities; communicate the strategy across the business and work with other members of the DBSC leadership team to ensure effective implementation of the agreed strategy
• Develop insight-based trade marketing strategies and targets for each brand in the portfolio
• Lead the production of annual trade marketing plans for each brand in the Dashen portfolio, to deliver annual brand and business objectives and targets, ensuring that the plans are in line with the brands’ strategies and integrated with Sales’ plans and activities.
• Lead the creating and maintenance of a calendar of trade marketing activities for all brands in the portfolio and provide status reports as relevant including cycle briefs.
• Lead the brand health and competitor monitoring processes.
• Develop competitor response strategies and plans as required to protect the market position of DBSC brands.
• Lead the effective management of information support system & processes including market data, trade research, shopping behavior, outlet database by area, etc.
• Monitor sector market activities through regular market visits and research and other data; work with the Marketing and Sales team to recommend responses to sector market activities when necessary to protect the market position of DBSC brands.
• Determine the pricing strategy for each brand in the portfolio by providing inputs based on market information and competitor analysis
• Work with Chief Executive officer to set the sales target for the year.

B. New and old product development ideas (Innovation):

• Monitor consumer trends and industry developments to identify opportunities for the DSBC portfolio.
• Lead the sales health and competitor monitoring processes
• Ensure that project tasks are on schedule and provide guidance and direction to project teams as required
• Lead and supervise the development of launch plans for new brands, product variants and pack formats

C.   Managing and development of commercial team;

• Develop and implement change and improvements in ways of working in Commercial function
• Lead the commercial team in best practice processes and develop their capabilities through performance management, coaching and identification of training needs.

D.   Management of third-party Sales agents:

• Develop performance management processes for third-party Sales agents, Retailers and Distributers, consultant and suppliers used by the commercial function and supervise the use of the processes by the commercial team.
• Ensure that regular performance reviews are carried out and address performance issues as they arise

E.     Budget

• Determine the sales expenditure required to meet sales targets and manage the allocation of the annual sales budget across sales and activity programs
• Determine the marketing and trade marketing expenditure required to meet brand and business objectives and manage the allocation of the annual marketing budget and trade marketing activities across brands.
• Ensure that the commercial team monitor and report on all expenditures.
• Work with the CFO to ensure accurate accruals and expenditure forecasts are prepared.

F.      External network

• Represent DBSC as appropriate at meetings and events for industry associations such as Ethiopian Brewers Association, advertisers’ associations and local community groups.

• MBA or BA Degree in Sales or Business Management
• At least ten years of sales and marketing experience in the alcoholic beverage industry and experience with distributor practices
• 3-5 years of senior leadership experience, preferably in the beer industry
• Experience in managing people
• High level of commercial and business understanding
• Sound knowledge of the local and international beer industry
• Very personable and capable of persuading people
• Excellent sales and negotiation skills
• Excellent influencing skills
• Team management and leadership skills, ability to motivate staff
• An innovative and creative person