Shopper Marketing Manager

Key Responsibilities

1. Shopper Activation & Channel Strategy

Channel & Shopper Insights: Deeply analyze BPC shopper decision trees, buying behaviors, and category dynamics across key retail formats (Hyper/Super, Beauty & Wellness, Specialty stores).

Activation Calendar: Conceptualize, build, and deploy the annual and quarterly Modern Trade shopper activation calendar aligned with company business plans and brand priorities.

New Product Launch (NPD) Execution: Partner with Brand & Supply Chain teams to ensure zero-day launch visibility, sampling drives, shade-finder toolkits, and high-impact secondary placements across accounts.

2. Joint Business Planning (JBP) & Account Co-Marketing

Account-Specific Programs: Collaborate with National Key Account Managers (NKAMs) to design

customized co-marketing schemes, promotional toolkits, and thematic campaigns (e.g., Summer Sun Care, Festive Beauty Expos, Big Saver Days).

Category Growth Stories: Develop shopper data-backed pitch decks and selling stories to support KAMs during JBP negotiations with retail category managers.

3. Visual Merchandising (VIS) & In-Store Excellence

Look of Success & Planograms: Define store-level Look of Success standards and category planograms tailored to BPC shoppers across store tiers.

POSM & Merchandising Design: Brief agencies and lead the design, production, and end-to-end roll-out of point-of-sale materials (POSM), branded bays, end-caps, tester units, and interactive display assets.

Beauty Advisor (BA) Enabling: Design trial generation toolkits, sampling mechanics, and product education assets to empower in-store Beauty Advisors (BAs) to drive conversion.

4. BTL Budget Management & ROI Optimization

Trade Spend Efficiency: Manage and allocate BTL budgets across accounts, ensuring optimal deployment across visibility, schemes, and activation assets.

Post-Campaign Evaluation: Perform rigorous pre- and post-activation ROI analysis to identify high-yielding mechanics, eliminate wasteful spends, and optimize trade investments.

5. Competition & Market Intelligence

Market Audits: Conduct regular market/store visits to monitor competitor BTL activations, POSM

innovations, pricing strategies, and shelf share.

Feedback Loop: Feed continuous market intelligence back to Brand and Sales teams to adapt trade strategies dynamically.

Key Performance Indicators (KPIs)

Off-Take & Revenue Growth: Achieving secondary sales growth and target achievement in assigned MT accounts.

In-Store Conversion & Share of Shelf: Improving category conversion rates and expanding shelf space across core BPC categories.

Execution Excellence (OTIF): On-Time, In-Full deployment of POSM assets and 100% Planogram

Compliance.

Trade Spend ROI: Maximizing ROI on BTL budgets and promotional spend efficiency.

NPD Launch Speed: Speed-to-shelf and visibility saliency for New Product Launches.

Qualifications & Experience Required

Education: MBA or Master's Degree in Marketing / Business Administration from a top-tier institute.

Experience: 5–8 years of proven experience in Trade Marketing, Shopper Marketing, or Commercial

Strategy within FMCG / Beauty & Personal Care (BPC).

Channel Expertise: Hands-on experience in managing Modern Trade (National/Regional chains or Beauty

Specialist formats like Health & Glow, Nykaa, Reliance Retail, DMart).

Analytical Skills: Strong capability to analyze sell-out data, ROI metrics, promotional effectiveness, and Shopper trends.

Desired Attributes (Honasa Culture Fit)

Push Boundaries: Willingness to challenge traditional retail playbooks with innovative, consumer-first in- store activations and visual concepts.

Own It: Demonstrating end-to-end ownership of project delivery—from concept design with agencies to final execution on the store floor.

Do More with Less: Ability to optimize BTL spends and design cost-efficient, high-impact visual

merchandising assets.

Act Now: Agility to quickly act on market trends, competitor moves, and retailer feedback in a fast-paced environment.