Head of OFF Premise Modern Trade
Department: Trade Marketing
Location: Head Office
Asahi Europe & International is part of Asahi Group Holdings, a global beer, spirits, soft drinks and food group with leading positions in European and Asia-Pacific markets, listed on the Tokyo Stock Exchange, Japan.
Asahi Europe & International runs 19 production facilities in 9 countries across Europe and North America and is the custodian of some of the best beer brands in the world, including Asahi Super Dry, Pilsner Urquell, Peroni Nastro Azzurro, Grolsch and Kozel.
Ursus Breweries is the largest beer producer in Romania and the leader of the Romanian beer market. The brands in the Ursus Breweries portfolio include URSUS, Timișoreana, Ciucaș, Peroni Nastro Azzurro, Kozel, Azuga, Pilsner Urquell, and Asahi Super Dry and is part of Asahi Europe & International.
Currently, Ursus Breweries operates three breweries located in Brașov, Buzău, and Timișoara, as well as a small-scale production facility in Cluj-Napoca.
For more information about the company and its programs, please visit www.ursus-breweries.ro and www.desprealcool.ro.
Role Overview:
The Head of OFF Premise Modern Trade is responsible for defining and executing the Modern Trade channel strategy to drive sustainable and profitable growth across key customers and sub-channels, including e-commerce and online marketplaces.
This role translates company, category and brand priorities into effective customer activation plans, ensuring excellent execution, strong return on trade investments and customer-centric shopper engagement. As a key commercial leader, the position collaborates closely with Sales, Marketing, Revenue Management and Finance to maximize channel performance while leading and developing a high-performing Modern Trade Trade Marketing team.
Responsibilities:
- Define the 1–3 years Modern Trade channel and sub-channel strategy by identifying profit pools, growth opportunities and strategic roles, ensuring alignment with company objectives, brand strategies and category ambition.
- Lead the development and execution of the annual Integrated Activity Plan (IAP) for Modern Trade, including picture of success, execution standards, TSPs, POSM strategy, availability, visibility, activation and digital shopper initiatives.
- Develop and deploy category and portfolio growth strategies by sub-channel and key customer, positioning the company as a preferred category partner and driving disproportionate share and value growth.
- Co-own integrated revenue, promotional and activation plans with Sales and Revenue Management, ensuring strong alignment between commercial ambition, customer plans and execution.
- Define and manage the Modern Trade trade-marketing investment strategy (DME. Free Beer, CAPEX) by customer and brand, ensuring budget discipline, compliance with company policies and strong ROI.
- Embed consumer, shopper, trade and financial insights into channel strategy, planning, selling stories and execution standards, driving fact-based decision making across the Modern Trade organization.
- Ensure best-in-class execution in Modern Trade through clear governance, performance tracking, post-evaluation and continuous improvement of ways of working in-store and online.
- Lead senior-level relationships with agencies and external partners to deliver high-quality, innovative and effective shopper marketing and activation solutions.
- Act as a key member of the commercial leadership team, influencing senior stakeholders and leading cross-functional initiatives impacting Modern Trade performance.
- Lead, coach and develop the Trade Marketing Modern Trade team through performance management, talent development, succession planning and capability building in line with company frameworks.
- Ensure all trade marketing activities comply with brand guidelines, legal requirements, SMCC standards and internal policies.
- Ensure strategic support for Modern Trade Customers Management and development of the relationship with key customers.
Requirements (must have):
- University degree completed with a Bachelor's diploma. Master degree / specialization studies – is a plus
- English fluency; Excellent MSO Skills; Power BI
- Minimum 7 years of managerial Trade Marketing and Marketing roles
- Strong analysis and synthesis skills
- Excellent stakeholder management; proven ability to influence Sales, Marketing, Revenue, Finance and agencies
- Strong commercial & financial acumen (P&L logic, ROI, pricing/promo mechanics, trade investment)
- Whole business mindset, with strong marketing expertise (positioning, creative platforms and brand assets role in brand building; brand building levers ATL & B
Requirements (nice to have):
- Experience managing e-commerce and marketplace activation strategies.
- Knowledge of Revenue Growth Management (RGM) principles and tools.
- Experience working in a regional or multinational FMCG environment.
- Exposure to category leadership projects and joint business planning with major retail customers.
- Experience leading digital shopper marketing and omnichannel activation initiatives.
- Familiarity with advanced analytics, shopper insights and performance measurement tools.
We are committed to nurturing a workplace where we celebrate and respect difference, and support everyone to be true to who they are! At Ursus Breweries, part of Asahi Europe and International, we believe you can SHINE AS YOU ARE - no matter your age, gender, ethnicity, sexual orientation, disabilities, religion, or beliefs. We want to support you to be courageous in your individuality and to know that whoever you are and whatever your circumstances, you can belong with us without having to conform.