To oversee Trade Marketing and RTM and support the BU General Manager in annual trade marketing budget planning for different categories, managing the trade marketing investments, guiding the team in day to day operational responsibilities and ensuring smooth execution of the trade marketing activities
To prepare the category specific channel strategy and all related execution plans
Roles & Responsibilities
In close coordination with the Director Trade Marketing and RTM develop the operating plan and strategy needed to achieve the category business targets
In alignment with the growth numbers at the category level, define the trade marketing investment strategy and frequency of promotion for each of the channels and categories
Work in close coordination with the Director Trade Marketing & RTM for the ideation, planning & budgeting, production and implementation of all in store activities, including point of sales materials and promotionsSupport the Director in creation of RTM channel’s trade marketing strategy to achieve defined business objectives throughout product categories
Recommend and develop local market promotions to promote sales and provide feedback to the Director Trade Marketing & RTM on new product launches or re-launches
In close coordination with the Director Trade Marketing and RTM oversees the trade marketing budget and finalize the same for each of the categories on a monthly basis to ensure effective budget management
Manage Trade Marketing Investments based on agreed customer strategy & align the same with category for the execution at customer level. Evaluate the trade marketing investments as per the Return On Investment (ROI) targets
In close coordination with the Director Trade Marketing and RTM develop category plans for assortment, shelf-layout, promotional strategy and price positions, focusing on the target shopper
Provide guidance to the channel merchandiser & distributor partners to execute daily tasks in an effective manner
Supports the On Ground sales teams in the execution of the activities and in achieving their sales and budget objectives, while ensuring the desired product benefits and brand values are properly communicated to the customers
Recommend promotion strategies per channel, including occasions, promotional assortment, mechanisms, displays, in-store events and point of promotion
In coordination with the Director Trade Marketing & RTM allocate sales and marketing spending per channel to meet share and sales targets
Lead the development and production of promotional displays and point of promotion across channels
Track and report on point of sale trend, market share, store coverage, in-store execution as well as assortment and promotion performance
Ensure development of annual and monthly sales activity and marketing support plan, including support for new initiatives launches
Utilize software like Planogram to develop effective solutions for key accounts / work with all assets available and develop new programs when needed including in-store merchandisers
Proactively communicate and build relationships with the corporate marketing team
Work closely with sales team to ensure trade marketing strategies are aligned with sales objectives and revenue targets
Work to develop trade marketing communications including both traditional and digital communications
Generate performance review reports including monthly V/s actual targets, SKU wise analysis and trends etc. and highlight areas of improvement if any
Drive particular category projects including new product launches, understand the scope of the launch and then define the elements needed for appropriate promotions of the new product being launched
Perform field visits regularly to receive first hand insights on promo execution results and on the different outlets and locations, identifying issues and opportunities
Oversee development of appropriate systems and policies to enable capability development of employees
KPIs
% adherence to trade marketing budgets
% reduction in trade marketing investments
On-shelf availability (OSA)
Customer satisfaction score
Market share
Profitability
Category performance at channel / Branches
Work experience requirement
8+ years of related experience including specific trade marketing experience within the FMCG industry
Qualification
MBA or Post-Graduate Diploma in Management with specialization in Marketing from a reputed university
Competencies Drive Category and Shopper Knowledge Trade Marketing & category Management Knowledge of Value Chain Management Ownership & Result Orientation Sales and Distribution Strategy Management Business Acumen Self and Team Management Planning & Decision Making Strategic Thinking Change Management
