Associate Director Customer Marketing

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 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

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