Nomad Foods Europe / Birds Eye

  • European Net Revenue Controller

    Job Locations UK-Middlesex-Feltham
    Posted Date 2 months ago(04/04/2019 12:29)
    Job ID
    # of Openings
  • Overview

    The Net Revenue Management team is a strategic function which sits centrally in the Nomad business to drive long-term profitable growth by identifying and delivering net revenue initiatives across 12 European markets.   The team was set up 2-years ago and is expanding each year in response to the emphasis the business is placing on the deliverables from net revenue initiatives, the improvement in local market capability (and ambition), and the desire from local markets for hands on support in generating net revenue strategies.


    The role of the team is to embed a commercial mind-set throughout the organisation. This includes building local capability, developing frameworks, identifying opportunities for profitable growth and then partnering with local markets to deliver the initiatives, as well as working with central teams to strengthen their strategies based on commercial knowledge. Our ambition is for each market to develop Commercial Strategies for all Must Win and Secondary battles in order to create, capture and retain value for the business. This will be achieved through the choices we make at a brand, pack, price, promotion, terms and range level.


    This is a highly visible role with a Global remit, working with senior stakeholders including the exec and local market Management Teams.


    The Central NRM team has developed a commercial strategy process which guides everything we do, as well as a number of key areas for progression within this.


    Commercial Strategy

    • Move from a ‘desire to grow every metric’ for every battle, to making strategic choices based on a sound internal and external situational analysis to prioritise which metrics we should grow (e.g. volume, net sales, profitability) in order to grow the whole business in the most efficient and effective way


    • Move from limited promo analysis to a full end-to-end promotions management with a clear ROI on all promotions, and annual guidelines detailing the optimum promotional strategy by product group, with resulting profit improvements. Plus, process and governance that surrounds this


    • Move from a COGs based internal view of pricing, to a set of recommendations based on external market data, mix benefits, elasticity and strategic ambitions that maximises value sales in the category

     Pack / Pack Price Architecture (PPA)

    • Move from PPA as a lever to recovering cost price increases, to a consumer/shopper/provider-based range architecture to maximise profitable penetration growth

     Portfolio Optimisation

    • An extension of PPA, but taking a broader, multi-market approach to select the best portfolio based on what the shopper CSP* values from a portfolio. Then aligning this where possible across markets in order to maximizes factors such as expected return, and efficiencies, but also minimizes costs


    • In order to ensure long-term business GM accretion, systems are a key lever in driving commercial decision-making. NRM are central to rolling out the identification and trial of this solution
    • Trade Terms – whilst this is part of the overall commercial agenda, the NRM team support this element of the business and it is led by Group Sales in order to optimise trade terms through a clear view on conditionality and a set of actions to deliver increase returns on existing spend linked to key business growth drivers.

    The role of the Senior Net Revenue Manager is to identify the optimum way to drive GM from a selection of the levers listed above: being a thought leader in what and how to do this, and then partnering with both the central and local teams to drive these improvements through the business, and then ensuring the delivery


    Additional projects such as connections with the senior leaders in the business, local market training, annual planning, and deep dives into newly acquired companies may also become part of the role


    You will lead critical aspects of the Group NRM agenda, including –


    • Promotional strategy – moving from ad hoc project-based optimisation, to a establishing a view on the role of for each of the ‘battles’ we operate in for Nomad and the Category  
    • Portfolio Optimisation – developing an approach in line with the frameworks that exist in the business and then driving the execution through the business along with a multifunctional team
    •  Pricing – supporting the NRM Director to build capability and process in order to move from a reactionary raw-material based approach, to identifying strategic pricing opportunities and how best to build momentum and skills against this 
    • You will support the NRM director in the annual Commercial Strategy Workshops, working with the leadership of each market to co-create the ‘blue-print’ strategy for each Must Win Battle across all leavers of the Growth Model    
    • And then secondarily… 
    • Coaching the Group NRM Manager in key areas of development
    • Supporting the evolution of the NRM strategy
    • Identifying opportunities to work with the group functions to build strategic and end-to-end commercial capability
    • M&A NRM capability
    • Formal Nomad training programmes for NRM levers
    • You will be targeted on Net sales and Profit delivery linked to battle targets

    • Specific targets and measures agreed in strat plan e.g. Net sales/ kg

    • Promo optimisation

    • Gross profit / Net sales



    • Experience: 5+ Years in commercial role with P&L responsibility (Sales, Finance and Marketing backgrounds all suitable, while an understanding of all is vital)
    • Experience in a NRM role for a minimum 3 year essential
    • Ideally, but not essential, experience working in at least two markets outside of home country
    • Sector: Blue Chip FMCG (Sales, Marketing, Finance), Strategy Consulting or Retail background
    • P&L knowledge and commercial capability
    • Ability to engage the business in the need for change and drive action.
    • Facilitation of local market workshops to coach solutions to business challenges and opportunities aligned to the commercial needs
    • Whilst there will not be a requirement for lots of detailed analysis, the candidate must be able to interpret and generate insights from a variety of structured situation analyses
    • Understands the impact and implications of various price, promotional mechanisms and how these impact a portfolio strategy
    • Anchors analysis back to the key business objectives.
    • Balance external insights and internal requirements when defining the strategy
    • Understands and uses relevant evaluation/return on investments metrics
    • Can track and review performance of strategy and determine when and where course correction is required



    • Organisational agility to identify and engage relevant people to input into the development process
    • Understands product and category interdependencies and elasticities and the impact these may have on the recommendation
    • Employs future focused approach when supporting the development of strategies and scenarios
    • Develop and communicate clear principles and strategic ‘guidelines’ and embed within the organisation
    • Ensures all key stakeholders are engaged and aligned to PPP strategy
    • Can create a compelling internal and external story to show the benefit of a strategy; engaging both associates and customers
    • Ability to identify PPP strategic issues and opportunities through proactively identifying common themes and trends from a variety of information sources


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