Associate Director - Customer Marketing Manager - FMCG - IIM/FMS/MDI/XLRI

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 o 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.

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