Role - Marketing Manager, Activation
Position Details - Function Marketing & Sales
Location - Thane (India)
Reports to - CBO (Retail)
Working relationships – Stakeholders Retail teams, brand teams
Key Performance Indicators
1. Successful planning & execution of annual, quarterly and monthly activation plans
2. Successful launches of key new SKUs to drive growth
3. Marketing spends as a % of offtake
Key Responsibilities
1. Channel Strategy Development: Develop comprehensive channel strategies aligned with overall business objectives, considering market trends, consumer behavior, and competitive landscape
2. Planning & Budgeting: Prepare annual, quarterly and monthly plans for all formats and geographies, and drive adherence. Manage the channel activation budget effectively, ensuring optimal utilization of resources and ROI
3. Brand Campaign Planning and Execution: Plan and execute specific brand activation campaigns, such as consumer promotions, sampling, experiential marketing events, product launches, sponsorships and promotional activities
4. Loyalty program design: Design and implement channel loyalty plans to drive store loyalty and share growth in the SSO channel. Design and implement initiatives to augment consumer loyalty in Modern Trade stores
5. Performance Analysis: Monitor and evaluate the effectiveness of brand and channel activation initiatives through data analysis, consumer feedback, and market research.
6. Collaborative Engagement: Collaborate with internal stakeholders such as sales teams, trade marketing, and brand managers to align on channel strategies, provide guidance, and drive execution excellence
7. Market Research and Analysis: Conduct market research, competitor analysis, and consumer insights to identify new opportunities, understand consumer behavior, and develop targeted channel activation plans
8. Trade Promotion Management: Develop and manage trade promotion programs to maximize sales, increase market share, and optimize promotional spend, while ensuring alignment with brand strategies and customer requirements
9. Relationship Management: Build and maintain strong relationships with key channel partners, distributors, retailers, sales team, merchandising team and other stakeholders to drive collaboration and foster mutually beneficial business partnerships
10. Merchandising team management: Build and maintain merchandising team across geographies to ensure visibility as per defined norms at all times across all stores
Experience & Qualifications
1. At least 5 years of hands-on experience in sales & marketing in consumer companies.
2. Understanding of trade channels is a must.