Trade Marketing -Head

POSITION TITLE
Head- Customer Marketing DIVISION/ DEPT.
Marketing REPORTS TO
Sales Director LOCATION
Gurgaon
POSITION PURPOSE
Primary purpose of the position

• Designs implements and evaluates 5P activities within the assigned category, channel.
• To achieve sales objectives, distribution and visibility within time budget parameters.

PRINCIPLE ACCOUNTABILITIES
Main responsibilities/ Principal duty Key responsibilities:
Category / Channel / Customer /Management :
- Design strategies and plans to achieve the overall business plan for the category / channel
- Drive category / channel growth :
Sales data Analysis :
- Study and analyze past sales data
- Analyze past performance of programs/activations/schemes and suggest improvements to Category / Channel plans
- Gather data and closely monitor competitor activities and performance
Trade Promotion Management :
- Design Trade Promotions at the category/channel level and roll them out nationally
- Conceptualize promotion gifts/offers, POP material, schemes/incentives/trade communication tools etc for the promotion activities at all levels (i.e. region, channel, Sales force, etc
- Conceptualize and liaise with designers/vendors to prepare brochure, leaflets and other communication material and distribute nationally
- Identify vendors, monitor delivery schedules and ensure timely receipts
- Prepare communication letters detailing the trade promotions and initiatives for the month which are forwarded to the regions for execution
- Continuously monitor and evaluate the performance of the promotions to estimate ROI
New Product Launches and Test Markets :
- Plan and design new product launches / test markets nationally
- Coordinate with regions for organizing and executing the launches
- Monitor and evaluate the success of the launches/test markets and make necessary amendments
Trade Spends :
- Design trade activities consistent with budget allocation
- Manage and control trade spends for the category / channel
Placement and Visibility :
- Study and determine the most effective placement of products / SKUs channel-wise
- Conceptualize and implement innovative ideas in order to improve product presence in-store
- Continuously track and monitor the effective utilization/installation of visibility tools and POP material
- Continuously track and monitor the execution of activations and programs
Shopper Insights :
- Understand shoppers behaviour/ barriers to shoppers and design plans accordingly
- Identify key business drivers for the various channels and prepare 4P plan accordingly
- Understanding business needs, uncover insights, create opportunities, and communicate solutions.
Reporting:
Prepare reports on competitor activities, trade spends and promotions, market initiatives for presentation to the leadership, in order to facilitate decision making
- Reports are to be shared with leadership and regions to keep them abreast of the performance and scope for improvement.
POSITION CONTACTS
Frequency & Purpose of the contacts which the position requires

• Distributors/Vendors

• Marketing Team
• Sales Director
• MIS/Business Analyst
• Supply Chain
• HR

SKILL REQUIREMENTS/ BEHAVIOURIAL TRAITS

• Fluent Communication in Hindi/Vernacular Language
• Basic understanding of English
• Knowledge of coverage and steps of sales call
• Understanding of Nielson Data/Reports
• North Sales experience & understanding

EDUCATION / EQUIVALENT EXPERIENCE

• Post Graduate[MBA] preferred
• 3-4 years of experience in Sales as Assistant Manager/Manager level in any FMCG company (Biscuits and Snacks companies preferred)
• Understanding of Nielson Data/Reports is must

SPECIALIZED KNOWLEDGE AND / OR SKILLS

• Conceptualise, implement and monitor execution of special projects assigned from time to time such as loyalty programs, go to market initiatives, etc.
• Understanding of Retail environment (Classification of stores)
• Analytical Skills required with collaborative planning

OTHER REQUIREMENTS ( If any)
This roll will be an interface between all marketing plans and sales execution on ground, would need quite a travelling across markets. He will be reporting into Director of Sales and should have necessarily a trade marketing exposure for minimum 5-6 years and couple of years as ASM/SM in FMCG (Preferably Foods).