OverviewThe main objective of this role is to develop and execute market development strategy for the Unit.
They will work with the central customer marketing teams, marketing function, and other teams to track market trends, evaluate and recommend strategies according to consumer insights, ensure
promotion effectiveness thus appropriately managing the channel mix to maximize market share.
They will also be responsible for managing Media to Shelf execution of the category plans led by account and channel solves for Core and Innovation packs.
This role would build necessary plans to consistently grow market share for Foods in each category at the unit level. The role is required to plan and oversee execution of national category plans at unit
level- consumer/ trade. The role would act as the extended category team - reviewing key category/ consumer programs and brand plans and would ensure region centric category interventions. Hence,
the role would work across category and unit functions to ensure integrated & effective strategies & plans to drive business growth.
The role is a member of the unit leadership team reporting to the Unit Head - for the region.
Responsibilities- Manage and drive utilisation of Budgets from Cat team to drive unit specific category focused programs & local activations. E.g. NorthXGifting, Wafer StyleXSouth
- Be part of the extended category team - Oversee execution of national programs at Unit level -consumer/trade, review key category/consumer programs (Brand plans )
- Customer Marketing - Media to Shelf execution of the category plans led by account andchannel solves for Core and Innovation packs
- Share: Build necessary plans to consistently grow market share for Foods in each category
- Customer Focus: Work with teams to develop account / channel specific strategies, standards for merchandising, range, promotions, pricing and communicates the same to the field
- Performance Management: Lead the team in the execution of AOP programs, including the preparation & implementation of marketing initiatives & service
- Drive perfect stores agenda- MSL defined at cluster/territory/store level with Perfect Store
- Create Trackers and Follow ups on Compliance and Avg SKUs
- Execution- Driving team to ensure market execution to increase EDGE scores for Foods consistently, including New EDGE in line with store level POG (change in measure of scanning if any). Drive Store level automated POG and execution of the same. Drive rigour in execution, run brand contests, drive FMO+Edge, POSM- detailing & tracking
- PEP Wholesale to be defined at granular level - Points defined at State/ASM level- Target Setting
- + Redemption
- Drive racks planning & deployment
- Drive premium growth through gamification- driving PSR focus through PACE functionality of gamification
- For NPDs and focus brands, drive granular tracking of KPIs
- Uncovering more granular growth opportunities by region (Many India Strategy)
- Aid and facilitate stronger regional insights for the category teams. Use Nielson analysis for stronger understanding of market share
- Better execution & stronger effectiveness of category interventions by region. Be a stronger voice for the region with the BU teams (cat/com/nrm) to resource their agendas more sharply
- Actively involve for 3 month rolling fcst with UMs in line with plans, FG write-off ownership, support in stales report and quality updates
- Create bandwidth in the ULT to think on brand pack, category & trade agendas vs execution only
Qualifications- Premier B-School MBA with min 7 years of experience
- 1 traditional/ general trade ASM stint in FMCG is pre-requisite
- Two Sales roles experience ( one in TT, other can be in Organized trade, key account management, revenue management, trade marketing, GTM)
- Strong analytical & presentation skills (MS Excel, PPT expert)
- Self-motivated, disciplined, passionate for the brand
- Sound attention for details
- Ability to work with different people and exert good organization impact with confidence
- Desire and capacity to coach and transfer skill/knowledge to others
- Excellent stakeholder management
- Excellent interpersonal skills and strong communication
