Puma Energy

Main Purpose:

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:

Key Responsibilities:

Category Management

• 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
• Pricing analysis
• 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

CR Profitability

• 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

SKILLS & COMPETENCIES:

Preferred Education:

• 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

Experience: 

• 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.

Skills: 

• 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.

Competencies: 

• Communication and Interpersonal Skills
• Communication skills
• Customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction
• Innovation
• Negotiation skills
• Numeric and Analytical Skills
• Organizational 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.