Wholesale Specialist – Off Premise

AplikoThe Wholesale Specialist – Off Premise is responsible for defining and executing the commercial strategy for the wholesale channel. The role focuses on driving volume, distribution, visibility, and profitability while building strong partnerships with Tier 1 Wholesalers and ensuring best-in-class execution in the Traditional Trade channel.Key ResponsibilitiesNational Objectives & Channel Ownership

• Fully responsible for achieving volume and distribution objectives within the wholesale channel
• Own and manage the Traditional Trade channel
• Ensure execution of annual Joint Business Plans with Tier 1 Wholesalers
• Align pricing and promotional activities with key stakeholders to ensure profitability and minimize cross-channel cannibalization
• Maintain optimal stock levels across wholesalers

Strategy & Planning

• Define and develop the long-term wholesale distribution model
• Prepare annual sales estimates and investment plans for each wholesaler
• Design and implement actions aligned with the annual Business Plan
• Define KPIs and monitor performance against commercial and execution targets
• Develop pricing strategies aligned with brand and commercial objectives
• Sales Management & Leadership
• Build strong, collaborative relationships with Tier 1 Wholesalers
• Conduct regular market visits with Wholesale Sales Representatives
• Lead effective team meetings to drive execution of sales initiatives
• Support Regional Wholesale Managers in defining local action plans
• Train, coach, and support wholesalers and field teams to improve execution standards
• Collect structured field feedback to continuously improve strategy and execution

Analysis & Reporting

• Analyze market and depletion data to identify gaps and opportunities by region
• Monitor distribution, pricing compliance, visibility, and stock levels
• Improve forecasting accuracy through regular performance tracking
• Prepare monthly reports against Joint Business Plan objectives
• Administration & Budget Control
• Manage wholesale-related budgets and control free goods allocation
• Collect and consolidate sales, stock, and performance data from wholesalers
• Prepare and lead regular wholesale performance review meetings