Job Description
Customer Marketing Manager – Organized Trade (OT)
Department
Sales
Reporting To
Head – Trade Marketing & Sales Excellence
Direct Reports
- Senior Officer - MIS
- Customer Marketing Executive
Experience Required
6–10 years of relevant experience in Sales or Trade Marketing roles within the FMCG industry, with at least 2 years of experience in Modern Trade / E-commerce Key Account Management (KAM).
Educational Qualification
Master's degree in Sales & Marketing or a related field.
Role Purpose
The Customer Marketing Manager – Organized Trade (OT) plays a critical role in driving demand generation at retailer and distributor levels within the Organized Trade channel. The role holder is responsible for developing customer marketing plans, strengthening brand perception, preparing channel-wise trade calendars, and executing in-store activations to achieve sales objectives and broader organizational goals.
The position focuses on maximizing promotion effectiveness, increasing market penetration, and enabling strong collaboration across Sales, Marketing, and other internal functions to enhance business performance and customer engagement.
Key Accountabilities & Responsibilities
1. Planning, Strategy & Financial Management
Key Responsibilities
- Understand organizational vision and business priorities to develop customer marketing strategies aligned with growth objectives for the Organized Trade channel.
- Develop and execute channel-specific customer marketing plans to create demand, improve brand activation, and maximize promotional effectiveness.
- Lead strategic planning for key retail partners and ensure effective implementation of trade activities across designated channels.
- Identify potential partnerships and collaboration opportunities through market analysis, customer insights, competitive benchmarking, and financial feasibility assessment.
- Prepare annual trade plans and expenditure phasing aligned with business priorities and trade activities while monitoring budget utilization periodically.
- Partner closely with Marketing and Sales teams to drive demand generation, market penetration, customer retention, and geographic expansion.
Key Performance Indicators (KPIs)
- Revenue Growth
- Market Share Growth
- Sales Performance
2. Operational & Functional Excellence
Key Responsibilities
- Design long-term and mid-term performance goals for the Organized Trade Customer Marketing function aligned with organizational objectives.
- Ensure alignment between Sales and Marketing teams on demand forecasts, product availability, marketing campaigns, and trade initiatives.
- Coordinate closely with field sales teams, brand teams, and local sales stakeholders to ensure seamless execution of merchandising, customer promotions, in-store branding, and point-of-purchase (POP) activities.
- Monitor and review the effectiveness of sales strategies and distribution channels and recommend corrective actions based on market intelligence and customer feedback.
- Collaborate with cross-functional departments such as Marketing, HR, and IT to strengthen brand visibility, partner engagement, and channel utilization.
- Drive excellence in in-store activation and execution to maximize customer experience and business outcomes.
Key Performance Indicators (KPIs)
- Brand Recognition
- Customer Acquisition Cost (CAC)
- Market Penetration
3. People Management & Development
Key Responsibilities
- Review and monitor team performance regularly and provide coaching, developmental inputs, and performance guidance.
- Drive a high-performance culture by identifying capability gaps and recommending training interventions for continuous development.
- Build team capability by strengthening functional knowledge and enhancing skill development aligned with organizational requirements.
- Improve employee engagement and satisfaction within the function to foster motivation, ownership, and retention.
Key Performance Indicators (KPIs)
- Team Performance
- Workforce Engagement
- Attrition Rate
4. Policies, Processes & Governance
Key Responsibilities
- Drive process excellence by developing standardized frameworks and uniform operating procedures for the Organized Trade Customer Marketing function.
- Ensure compliance with organizational policies and governance requirements related to partner/vendor onboarding, sales data management, financial controls, and channel adoption.
- Recommend and implement process improvements in collaboration with internal stakeholders to enhance sales and distribution efficiency.
- Maintain accuracy and effectiveness in reporting, systems, and management information processes.
Key Performance Indicators (KPIs)
- Accuracy of MIS
- Process Adherence & Compliance
- Channel Efficiency Improvement
Key Stakeholders
Internal Stakeholders
- Marketing
- Human Resources (HR)
- Finance
- Sales Teams
- IT
External Stakeholders
- Distributors & Retailers
- Market Research Agencies
- Customers
- Industry Forums
Required Competencies
Behavioural Competencies
- Strategic Orientation
- Business Ownership
- Excellence
- Achievement Focus
- Customer Agility
- Solution Orientation
- People Leadership
- Influencing & Networking
- Credibility & Effectiveness
Technical Competencies
- Trade Marketing & Customer Marketing Strategy
- Modern Trade / Organized Trade Management
- Channel Planning & Activation
- Demand Generation & Brand Visibility
- Budgeting & Financial Planning
- Sales Forecasting & Trade Calendar Planning
- Stakeholder Management
- Data Analysis & MIS Management
- Retail Activation & In-store Execution
Cross-functional Collaboration
