Head Trade Marketing

Job Description

Job SummaryTo work on an annual trade marketing budget planning for each of the categories, managing the trade marketing investments, guiding the team in day to day operational responsibilities and ensuring smooth execution of the trade marketing activitiesTo prepare the category specific channel strategy and the related execution plansRoles & Responsibilities

• In close coordination with the Croporate Trade Marketing, 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 Brand and Corporate Trade Marketing,for the ideation, planning & budgeting, production and implementation of all in store activities, including point of sales materials and promotions
• Develop 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 Corporate Trade Marketing on new product launches or re-launches
• 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
• 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
• Allocate sales and marketing spending per channel to meet share and sales targets
• 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
• 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

KPIs

1. % adherence to trade marketing budgets
2. % reduction in trade marketing investments
3. On-shelf availability (OSA)
4. Customer satisfaction score
5. Market share
6. Profitability
7. Category performance at channel / Branches

Work experience requirement10+ years of related experience including minimum of 5 years of specific trade marketing experience within the FMCG industryQualificationMBA or Post-Graduate Diploma in Management with specialization in Marketing from a reputed universityCompetenciesAnalytical AbilityBusiness AcumenKnowledge of Leading Market PracticesBrand ManagementCategory ManagementSelf and Team ManagementPlanning & Decision MakingStrategic ThinkingChange ManagementOwnership & Result Orientation

Keyskills :