Trade & Shopper Marketing Lead

Role & responsibilities:

Offline Sell Out (Modern Retail, Traditional Retail, Govt. Channels (CSD/CPC/INCS etc.)):

- Drive a team of in-store promoters to deliver sell out OP for each channel in the offline space.

- Create, align & execute the manpower (In Store promoter) strategy for Preethi brand across all Offline channels.

- Drive channel sell outs (including from non-manned stores) via merchandising, plannogramming, POSM, shop floor activation.

- Deliver on store level productivity asks & deliver an overall ROI from ISP investments of 20+.

Trade Marketing Strategy:

- Develop and implement comprehensive Trade Loyalty Program to drive NPS improvement of 10 percentage points, and agreed sell out growth.

- Collaborate with cross-functional teams to ensure consistency in shopper messaging and branding across all trade channels.

- Build and maintain strong relationships with key channel partners, distributors, and retailers.

- Work closely with sales teams to understand market dynamics and optimize trade marketing strategies accordingly.

Shopper Strategy:

- Ensure consistency of Branding & shopper messaging across channels.

- Create activations & engagement programs for shoppers from time to time to drive engagement, conversion & Premiumization at the shop floor.

- Become the shopper custodian. Work closely with the category & content teams to understand consumer positioning planks & effectively translate the same to effective & high impact shopper communication.

New Launches & Promotional Campaigns:

- Plan and execute effective trade promotions and campaigns to drive product visibility and sales.

- Analyze the effectiveness of promotional activities and make data-driven recommendations for improvements.

- Lead New Launch planning to ensure visible placement and repeats from all target stores.

Training & Development:

- Be the custodian of product training for all In-store promoters, merchandisers, distributor sales officers, in-store shop boys, On-role sales & marketing teams.

- Create content that caters to the need case of each of the above (using master content from category), and ensure that the teams are well trained.

Market Analysis:

- Conduct regular market analysis to identify trends, opportunities, and potential risks.

- Use market insights to develop targeted trade marketing initiatives that address specific market needs.

Budget Management:

- Develop and manage the trade marketing budget, ensuring efficient allocation of resources.

- Monitor expenses and provide regular reports on budget performance.

- Generate productivity of 10% YoY on all BTL spends.

Preferred candidate profile:

- 10+ years of strong experience in Trade Shopper Marketing. Experience of working with a brand that has grown dramatically is a plus.

- MBA in Marketing, Business, or a related field.

- Proven experience in trade marketing, preferably in FMCG/FMCD/FMEG industry.

- Strong strategic thinking and analytical skills.

- Excellent communication, presentation and interpersonal skills.

- Demonstrated ability to lead and inspire cross-functional teams.

- Results-oriented with a track record of driving successful trade marketing campaigns.

- Must have proven ability to be flexible, multitask and drive key projects in a fast paced, high demand environment.