Position Title: Customer Marketing Manager - Modern Trade
Function: Sales
Internal
Key Stakeholders:
Head Modern Trade,
ASMs/ASEs -Modern Trade,
Brand Team,
Key accounts manager,
Supply Chain and Commercial
External
Category Heads / Managers of Retail Chains,
BTL and activations agencies,
Purchase Heads - Commercial Mangers
Educational Qualification: MBA (Specialization in Sales & Marketing) from a Premier B School
Experience: 3 - 5 years (min 2yrs channel experience, prior exp in trademarketing / key account management) if from a Prem B School, 5-7 years years if otherwise
Preference: Current exp. In Modern Trade working as customer marketing/trademarketing/ key accounts manager
Purpose Of The Role
Key conduit between marketing, sales and customer team. Works as strategy and insights arm of the channel. Ensures GTM planning & execution, A&SP management, building categories in MT and working closely wih MT customers to build brand/category basis shopper/retail insights.
Key Responsibilities
Category development :
Responsible for revenue, growth, demand planning and business development for set of categories
Work closely with marketing team on understanding categories, brand levers, consumer & shopper insights, channel plans and brief on shopper & retail expectations/opportunities
Develop a joint brand-channel activity calendar for building the categories
New product launches, brand led activations and visibility planning :
Design and execute Go To Market (GTM) strategy for new launches/re-launches/ key brands
Develop and execute brand activations in close coordination with KAMs, Ops and Customer team
Developing visibility elements for the channel by understanding brand levers, customer needs and terms of trade; and lead execution of the same
Work closely with MT customers, Key account managers and Ops team (area heads) to understand shopper, field and retail levers
Provide adequate data and market intelligence to key accounts to meet the Joint Business Plan
Joint working with customer category managers, marketing team, insights team and retail data to understand & build on shopper/retail insights and bring out opportunities
Channel development projects and data insighting :
Assess potential for special packs and work on the development of the same with the cross-functional team
Work on shopper insights led category management
Work on projects to lead innovation in channel : product mix (combos), promotions, visibility, systems & processes and channel activations
Research and data analysis on offtake data, shopper retail data, nielsen etc. Lead insighting into action
Promotion and A&SP Management
Design shopper promotion along with KAM and Ops
Responsible for A&SP / spends management for the set of categories. Stringent check & tracking of the same.
ROI check and pre-post evaluation of spends , promotions, visibility and activations. And recommend improvement to aid higher returns and shopper-category impact
Seniority level
Mid-Senior level
Employment type
Full-time
Job function
Marketing and Sales
Industries
Manufacturing
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