Channel Specialist Wholesales

Campari Group es hoy un actor importante en la industria global de bebidas espirituosas de marca, con un portafolio de más de 50 marcas premium y super premium, comercializadas y distribuidas en más de 190 mercados en todo el mundo, con posiciones de liderazgo en Europa y América.

Con sede en Milán, Italia, Campari Group posee 25 plantas en todo el mundo y tiene su propia red de distribución en 26 países, empleando aproximadamente a 4.700 personas.

Las acciones de la empresa matriz Davide Campari - Milano N.V. están listadas en la Bolsa de Valores Italiana desde 2001. Hoy, Campari Group es el sexto mayor actor mundial en la industria de bebidas espirituosas premium.

Job Title: Channel Specialist Wholesale

Job Location: Guadalajara

Reports to: National CCM Channel Manager Off Trade

Organizational Layer (global, regional or local): Local

General Description of the Role

The Channel Specialist Wholesale is responsible for the end-to-end strategy and activation of our brand portfolio within Wholesale (WHS & DHS) channel (liquor Stores & Distribution subchannels). This role is critical to ensure the strategic alignment between brand priorities and distributor execution, maximizing availability, visibility, and volume through our wholesale partners.

By working closely with Sales, Trade Marketing, and key WHS distributors, the role ensures the consistent execution of commercial initiatives and identifies opportunities for scalable growth in this high-volume, fragmented environment.

Off Trade Channel Responsibility:

• Lead the design and implementation of channel-specific execution standards, trade promotions, and volume-driving activations across all WHS partners.
• Design and execute sell-out programs and promotional calendars aligned with key accounts and tailored to retailer shopper profiles.
• Identify joint business opportunities with WHS partners to accelerate portfolio expansion and numeric distribution.
• Propose activities focused on Low-Proof portfolio (RTD) for DSD channel, keeping in mind the distributor approach, region, and channel dynamic.
• The position has the ownership of Brand Building at the point of sale in Traditional Trade (Liquor Stores), being part of the POS Visibility scheme for the top customers.
• Consistently with key strategic brand objectives, is responsible for developing the CCM yearly plan (as a part of the Off Trade Channel plan) in synergy with the Marketing Plan and defines the entire trade marketing mix actions with a specific focus on Wholesale.
• Is responsible to manage the A&P budget assigned by the Channel Operation Team Lead.
• Briefs and coordinates external BTL agencies and suppliers for developing brand activities in Off Trade based on Trade Marketing mix planning (National Projects):

Trade fairs management and execution, Contest and Incentives programming, etc. 

Mission/Objectives

To win at the Wholesale channel ensuring superior and unique shopper/customer experience to boost brand building effectiveness.

To align the organization by creating strategy and plans to maximize return on investment.

• EXECUTE integrated commercial plans in line with brand and channel strategies, suggesting actions, and monitoring.
• ENSURE unique shopper experience at the Wholesale Channel, keeping in mind the alignment between CCM, Sales, and Marketing for all the initiatives.
• EXPAND Brand consideration and conversion at the DSD Channel.
• DRIVE execution excellence within the WHS channel through consistent, high-quality programs focused on trade engagement.
• DELIVER growth in portfolio availability, visibility, and off-take with strategic wholesale partners.
• ALIGN brand and trade initiatives with distributor capabilities and market opportunities.
• DEVELOP data-driven recommendations to optimize investment and execution by region and partner.

Key Responsibilities and Activities

Strategic Channel Management:

• Help to manage the Channel Plans through correct execution for the channel activities according to the Brands Growth Model
• Define channel-specific strategies in alignment with overall Off Trade objectives.
• Own the strategic agenda for the WHS channel, translating commercial and brand strategies into executable channel plans.
• Serve as the main internal expert on wholesale dynamics, competitor activity, and distributor capabilities.

Planning and Program Development:

• Help to develop a planning strategy year by year with all the activities initiatives, promotions, and visibility plan that ensures an effective fit for the appropriate off brand targets.
• Design annual trade plans and activation calendars tailored to the wholesale channel.
• Contribute to development and sharing of CCM insights in conjunction with Sales feedback and other data source analytics and translates insights into opportunistic plans that feed the Marketing planning process and brand strategy development.
• Create toolkits, guidelines, and promotional mechanics that reflect WHS realities and operational models.

Budgeting & Performance Monitoring:

• Contribute to oversee CCM Wholesale budget to ensure effective budget phasing management and that all resources are effectively used to drive optimal results achieving profitable growth.
• Contribute to the allocation of CCM investment to appropriately support brand, market and key account priorities in a way that optimizes ROI.
• Monitor trade investments and evaluate ROI on wholesale-specific initiatives.
• Collaborate with Finance and Commercial Planning to optimize resource allocation by distributor and initiative.

Program Execution:

• Presents selling stories, presentations developed together with marketing to explain better Campari products, promo activities, targets and benefits coming from selling our products.
• Ensure flawless execution of programs through close collaboration with sales teams and distributor reps.
• Deploy and monitor POS materials, execution standards, and trade promotions within wholesale accounts.

Analytics:

• Contributes to the development of methodologies and reports to effectively analyze results and performance against KPIs.
• Category and Brand analysis together with Marketing research area (Off Trade ISCAM) and share the main output to the Off Trade Sales Force.
• Develop dashboards and reporting routines to measure sales performance, numeric distribution, and promotional impact.
• Identify performance gaps and lead root cause analysis with corrective action plans.

Key Relationships

Internal: Channel Operation Team Lead, Channel Managers, Sales KAM & KAE, Brand Managers, Consumer and Shopper Insights, Finance analysts.

External: BTL Agencies, Incentive agencies, POSM Suppliers, Off Trade Key Accounts Customers, WHS Distributor Partners, Field Force Reps.

Experience Required

• At least 3 years commercial experience in Mexican Market (marketing, sales or customer/trade marketing).
• Proven understanding of wholesale models, pricing mechanics, and RTM strategies.
• Bachelor’s degree in marketing, Administration or similar.

Skills

Functional

• Contribute to Strategic Planning
• Contribute to business planning
• Program execution management
• Passionate about spirits industry

Technical

• Budget and financial acumen
• Digital’s KPI´s
• Customer management
• Consumer understanding and Market research insights.
• Good presentation skills.                                        

Nuestro compromiso con la Diversidad e Inclusión:

En Campari Group creemos en construir más valor juntos, por lo tanto, vemos la diversidad en todas sus formas como una fuente de enriquecimiento. Nuestras políticas y prácticas de empleo aseguran que estamos comprometidos a proporcionar igualdad de oportunidades de empleo en todos los aspectos del empleo sin importar la raza, religión, credo, color, origen nacional, ascendencia, discapacidad física, discapacidad mental, condición médica, información genética, estado civil, sexo, orientación sexual, identidad de género o características o expresión, afiliación o actividad política, edad, estado de veterano, ciudadanía o cualquier otra característica protegida por la ley.

Campari Group cree que la compensación justa y las oportunidades iguales son cruciales para el bienestar, empoderamiento y compromiso de los empleados. Nuestros esfuerzos para asegurar un pago justo nos han valido la Certificación de Pago Justo por Fair Pay Workplace, una organización independiente dedicada a terminar con las disparidades salariales basadas en el género, la raza y su intersección.

Nota para los candidatos:

Tu solicitud será evaluada en función de tus habilidades, experiencia y conocimientos generales, no por alguna información confidencial, privada o secreta que puedas poseer. No debes divulgar a Campari Group ninguna de esas informaciones. En caso de que se te haga una pregunta que no puedas responder sin divulgar información confidencial, privada o secreta (incluyendo de un empleador actual o anterior, sus proveedores o clientes), debes negarte a responder la pregunta.

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