Position (Designation):Shopper Marketing Manager

Dept/Division: Sales

Grade:Manager

Location:Mumbai (corporate office)

Purpose of the Role:

This role is responsiblefor leading and managing the Shopper Marketing function supporting all brands, categories and trade channels where the Company operates. It provides strategic perspective and shopper marketing solutions which contribute to improved shopper engagement, brand cut- through in-store and brand purchase.

Qualification & Experience:

- Post-Graduation in Management (2008, 2009 batch from a Premier institute)

- Experience in Shopper Marketing of atleast 3 to 4 years

- Experience in FMCG

Key Deliverables of the Role:

Full gap analysis to identify: The core framework of essential shopper insight, understanding and consistency of approach required across all key channels and categories to support sustainable brand building e.g. Shopper trips and missions

- Shopper Segmentation

- Customer Decision Trees

- Adjacencies

- Merchandising & display – core principles

- Performance Levers – Promo / Price / Range / Space

Shopper- based channel segmentation: To support the development of channel – relevant marketing programs aligned to the specific requirements.

NPD Support: In cooperation with the Product Development and Brand teams, to support the development of all significant NPD through providing shopper insight and perspective in the development phase, and to contribue to the development of the go-to market in-store execution and activity.

Category Management: In cooperation with the Brand and MT Customer sales team to support the review and development of all key category shopper.

Annual SBP and AOP Submissions: Managing New Product Launches & associated budgeting, and assignedPromotions & Merchandising for the entire Channel

Skills and Competencies:

- Experienced project leader and manager,capable ofscoping projects, including preparing research proposals to support.Experienced in commissioning qualitative and quantitative research.

- Bias for Action - Is highly responsive to the emerging scenarios; Strives to achieve stretch goals, Acts speedily on considered thought and perseveres rigorously

- Excellent team player and negotiator: must be able to work collaboratively with all key departments and secure buy-in to recommendations without formal authority. Excellent interpersonal skills and ability to interface at board-level internally and with key customers.

- Analytically strong with the ability to translate complex data and insight into meaningful, easy-to-comprehend recommendations and plans

- Think & Act Consumer: Understand shopper needs, creates solutions that deliver value to the shopper, Builds a consumer centric culture

Reporting Relationships

- Shopper Marketing Manager> Head Modern Trade & Shopper Marketing > Head Sales

Other Key Functional Interfaces

Internal:

- Brand Marketing Teams

- Consumer Insights Team

- Sales Team – Modern Trade and General Trade

- CEO & Leadership team

External:

- Key MT Customers / Retailers

- GT Customers (By exception)

- Research Agencies (Inc. Nielsen IMRB etc)

- Other Planning and Service Agencies as necessary

Growth Path & Future:

- Movement as Trade Marketing Manager or Key Accounts Manager in Sales Function

- Movement into the Brand Team in Marketing function

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