Role Purpose

The Customer Marketing Manager - Modern Trade is responsible for driving profitable category and brand growth across FMCG modern trade customers by translating brand strategy into customer-specific execution. The role leads customer-wise promotion planning, trade investment management, and SKU-level strategies, working closely with Key Account Management, Finance, Supply Chain, and Brand Marketing to maximize ROI and strengthen in-store execution.

Key Responsibilities

Customer, Category & Brand Growth:

- Own customer-wise category and brand growth plans aligned to AOP targets.

- Partner with Key Account Managers to develop and execute Joint Business Plans (JBPs).

- Identify growth levers across distribution, assortment, visibility, pricing, and promotions.

- Drive shopper-focused solutions tailored to each modern trade format and shopper mission.

Trade Schemes & Promotions:

- Design and manage FMCG-relevant schemes including:

Price-offs, multi-buy offers,

Bundles and consumer promo packs

Visibility- and display-linked schemes

- Customize promotions by customer, region, format, and seasonality.

- Ensure schemes deliver incremental volumes and market share growth while protecting margins.

- Conduct post-promotion evaluations to assess ROI and improve future scheme effectiveness.

Budget Management & Trade Investment Control:

- Plan, track, and manage customer marketing budgets within approved limits in collaboration with Finance and Accounts.

- Drive effective trade investment governance, balancing growth ambition with profitability.

- Work closely with Finance and Accounts teams for:

Provisions and accruals

Claims validation and timely closure

Internal controls and audit compliance

- Monitor ROI at customer, scheme, and SKU level.

SKU, Pack & Portfolio Strategy:

- Develop SKU- and pack-level strategies by customer and format:

Core range vs tail SKUs

Value packs and promo packs

New launches and customer exclusives

- Lead listing, re listing, and de listing decisions based on productivity and shopper relevance.

- Support new product launches with go to market plans, distribution scale up, and in store visibility.

- Develop SKU- and pack-level strategies across listings, promotions, and new launches.

In-Store Execution & Shopper Activation:

- Design and deploy in store activation programs, including:

End caps, secondary displays, and gondola visibility

POP and permanent visibility assets

- Ensure execution excellence through close coordination with Sales teams and merchandising partners.

- Track execution KPIs such as on-shelf availability, visibility scores, and compliance.

- Leverage shopper insights to improve conversion, basket size, and repeat purchase.

Cross-Functional Collaboration:

- Act as a key interface between:

Sales / Key Accounts - customer execution and negotiations

Brand Marketing - strategy and communication alignment

Supply Chain - scheme readiness and availability

Finance & Accounts - spend tracking and governance

- Equip Sales teams with sell-in decks, scheme toolkits, and execution guidelines.

Key Performance Indicators (KPIs)

- Customer-wise category & brand growth

- Incremental volume and ROI from promotions

- Trade Spend efficiency and budget adherence

- Distribution, SKU productivity, and visibility scores

- Quality of Joint Business Plan execution

Qualification & Experience

Education

- MBA / PGDM in Marketing, Sales, or equivalent

Experience

- 5-8 years of experience in Customer Marketing / Trade Marketing within FMCG

- Strong exposure to Modern Trade customers, JBPs, and trade investment management

Skills & Competencies

- Strong understanding of FMCG category dynamics and shopper behaviour

- High level of commercial, analytical, and financial acumen

- Experience in promo planning, ROI analysis, and budget control

- Strong stakeholder management and collaboration skills

- Ability to combine strategic thinking with execution discipline