Associate Director - Customer Marketing - IIM/MDI/ISB

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Role & Responsibilities:

The incumbent would be responsible for the following for the assigned brand/s portfolio.

Retailer & Shopper Insights:

Develop a strategic actionable plan by:

• Identifying and developing shopper insights in priority channels/customers.
• Identifying Category / Channel Point of purchase drivers, barriers, purchase decision tree, purchase process, influencers, etc.
• Developing consumer point of buying propositions based on deep retailer and shopper understanding.

Customer Value Propositions:

Drive value propositions by introducing conceptual sell-in for trade partners. Develop trade schemes in line with market needs, competition actions and marketing budgets.

Planning:

Drive strategic trade calendar for ensuring competitive advantage (in wholesale, distributors, chemists) by designing Channel specific schemes and engagement plans.

In-Store Activation:

Ensure seamless interface between planning & execution, and drive speed to market for existing lines and extensions by:

• Driving sales conversion in-store via shopper activation & BTL activities.
• Preparing an in-store merchandising strategy and driving implementation.
• Identify right agency partners, develop their scope & reward systems, and tracking mechanisms.
• Designing, developing & ensuring quality implementations for all POSM for better instore communication.

Budget Management & ROI:

Ensure that execution is seamless across the country and across divisions while making sure that:

• Ensure effective and efficient spending of the central budget and regular monitoring and tracking of the return of investment on the same.
• Trade marketing budget allocated for the categories, regions & channels is being adhered to strictly.
• Local feedback is being considered by regular visits to the sales teams, customers and stores, to constantly upgrade the ROI, while ensuring quality of programs.

Key Deliverables:

• Improve market share through consistently driving both numeric and weighted distribution, and share of shelf & displays, via targeted programs.
• Collaborate closely with the sales team to ensure that trade marketing strategies are aligned with sales objectives and revenue targets.
• Drive sales for assigned brand portfolio while tracking Return on Trade (BTL) Investment for existing lines and extensions.
• Excellent execution of trade programs and in-store activations.

Ideal Candidate Profile:

• MBA from top-tier institutes with 10-12 years of experience with major experience in the FMCG industry, with at least 2 years of experience at a National role in Customer Marketing.
• Strong collaboration skills, and experience in mobilizing cross-functional teams.
• Proven listening, negotiating and influencing skills.
• Strong analytical skills with a proven ability to learn new skills and think on the feet.
• Credible, confident and articulate, with good presentation skills.

Preferred Candidate Profile:

Role: Marketing Manager

Industry Type: FMCG

Role Category: Marketing

Education: PG: MBA/PGDM in Marketing