Nomad Foods Europe / Birds Eye

Head of Revenue Growth Management

Job Locations BE-Drogenbos
Posted Date 2 months ago(26/11/2021 13:51)
Job ID
2021-3475
# of Openings
1
Category
Accounting/Finance

Overview

The Revenue Growth Team (RGM) is a strategic function which sits centrally in the Nomad business to drive long-term profitable growth by identifying and delivering revenue growth initiatives across all European markets.   The organisation is embarking on a significant transformation across all functions with RGM a key platform and growth lever.

 

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. 

Responsibilities

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

1. 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

2. Promotion

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.

3. Price

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.

4. Mix

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

5. Trade Terms

Setting the blueprints across the business for Trade Terms optimisation for both Nomad and our customers – partnering and supporting the sales organisation

6. 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

 

The role of the Head of Revenue Growth Management is to build and run the group RGM Centre of Excellence (CoE).  This will entail partnering with our lead markets on new processes, capabilities and tools to roll out across the group whilst also guiding our other markets on specific initiatives and projects across the RGM levers

 

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 RGM agenda, including –

  • Pack Price Architecture – building and aligning with Group Insights and Analytics team on the processes and tools required to build a 3 year roadmap of the optimal PPA across each market
  • 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 – leading and partnering with Group Insights and Analytics 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

And then secondarily…

  • Coaching the Group RGM Manager in key areas of development
  • Supporting the evolution of the RGM strategy
  • Identifying opportunities to work with the group functions to build strategic and end-to-end commercial capability
  • M&A RGM capability
  • Formal Nomad training programmes for the RGM 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

Key Interfaces

  • Finance Director Commercial and Innovation Strategy and GM of Group Sales
  • Local market General Managers, sales and marketing directors and their teams (currently 20 European markets)
  • Local RGM Managers as key partners
  • Central Commercial leads across Marketing, Insights R&D, Finance and Supply

Qualifications

Essential

  • 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

Desirable 

  • 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

Competencies

  • Portfolio Breadth and Scale - The ability to identify portfolio opportunities that optimise the strategic trade-off between the scale advantages of a lean portfolio and the penetration advantages of incremental SKUs and brands. Then work constructively with other functions and leverage an understanding of consumer and shopper barriers to penetration in order to create a growth pipeline that unlocks incremental value
  • Analytical Skills: Turning data into insights - The ability to use consumer, shopper, market, competitor, retailer and internal data and translate it into meaningful insights, to understand and prioritise barriers and opportunities in order to improve performance
  • Fuel & Roll Out Success - The ability to roll out propositions across multiple markets in a timely and efficient way, then nurture long-term success based on Growth Model criteria
  • Price, Pack and Promotional Strategies - The ability to create winning PPP strategies through focused analysis, providing clear recommendations and engaging key stakeholders
  • Financial Management - The ability to apply financial and analytical concepts and use thorough corporate / industry knowledge to make sound business plans, decisions and practices
  • Business Process Improvement - Internal and external Business Process Improvement involves identifying opportunities to improve efficiency and effectiveness while delivering superior results

Qualifications

  • 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

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