Job Description

Position Title: Customer Marketing Manager - Modern Trade

Function: Sales

Internal

Key Stakeholders:

• Head Modern Trade,
• ASMs/ASEs -Modern Trade,
• Brand Team,
• Key accounts manager,
• Supply Chain and Commercial
  
  

External

• Category Heads / Managers of Retail Chains,
• BTL and activations agencies,
• Purchase Heads - Commercial Mangers
  
  

Educational Qualification: MBA (Specialization in Sales & Marketing) from a Premier B School

Experience: 3 - 5 years (min 2yrs channel experience, prior exp in trademarketing / key account management) if from a Prem B School, 5-7 years years if otherwise

Preference: Current exp. In Modern Trade working as customer marketing/trademarketing/ key accounts manager

Purpose Of The Role

Key conduit between marketing, sales and customer team. Works as strategy and insights arm of the channel. Ensures GTM planning & execution, A&SP management, building categories in MT and working closely wih MT customers to build brand/category basis shopper/retail insights.

Key Responsibilities

• Category development :
• Responsible for revenue, growth, demand planning and business development for set of categories
• Work closely with marketing team on understanding categories, brand levers, consumer & shopper insights, channel plans and brief on shopper & retail expectations/opportunities
• Develop a joint brand-channel activity calendar for building the categories
• New product launches, brand led activations and visibility planning :
• Design and execute Go To Market (GTM) strategy for new launches/re-launches/ key brands
• Develop and execute brand activations in close coordination with KAMs, Ops and Customer team
• Developing visibility elements for the channel by understanding brand levers, customer needs and terms of trade; and lead execution of the same
• Insighting and actioning - MT customer / Key Accounts Manager / MT Sales :
• Work closely with MT customers, Key account managers and Ops team (area heads) to understand shopper, field and retail levers
• Provide adequate data and market intelligence to key accounts to meet the Joint Business Plan
• Joint working with customer category managers, marketing team, insights team and retail data to understand & build on shopper/retail insights and bring out opportunities
• Channel development projects and data insighting :
• Assess potential for special packs and work on the development of the same with the cross-functional team
• Work on shopper insights led category management
• Work on projects to lead innovation in channel : product mix (combos), promotions, visibility, systems & processes and channel activations
• Research and data analysis on offtake data, shopper retail data, nielsen etc. Lead insighting into action
• Promotion and A&SP Management
• Design shopper promotion along with KAM and Ops
• Responsible for A&SP / spends management for the set of categories. Stringent check & tracking of the same.
• ROI check and pre-post evaluation of spends , promotions, visibility and activations. And recommend improvement to aid higher returns and shopper-category impact