Customer Marketing Head - Modern Trade - FMCG

Core Responsibilities

1. Strategy & Planning

- Develop annual customer marketing calendar for Modern Trade in line with brand and sales strategies.

- Identify growth opportunities using market, shopper, and category insights.

- Allocate trade marketing budgets to high-impact programs with clear ROI metrics.

- Support Joint Business Plans (JBPs) with key accounts (Reliance, Big Bazaar, D-Mart, Spencers, Amazon Fresh, etc.).

2. In-store Visibility & Merchandising

- Create planograms and ensure shelf placement maximizes category share.

- Lead POSM (Point of Sale Material) design and execution for Modern Trade stores.

- Manage secondary visibility (gondolas, end caps, brand bays, category branding).

3. Promotions & Activations

- Conceptualize and execute shopper promotions (discounts, bundles, loyalty programs).

- Coordinate seasonal and thematic campaigns (e.g., festive promotions, health month).

- Partner with sales teams for launch plans of new products in Modern Trade.

4. Category & Shopper Insight Development

- Leverage Nielsen / Kantar / Retailer scan data to track category and brand performance.

- Use insights to shape SKU mix, pricing, and promotion strategies.

- Monitor competitor activities and market share movements.

5. Cross-functional Collaboration

- Work with Brand Marketing to adapt ATL campaigns into shopper marketing assets.

- Partner with Supply Chain to ensure on-time product availability for activations.

- Engage with Key Account Managers to customize campaigns for retailer needs.

6. Measurement & ROI

- Track sell-out uplift from campaigns.

- Conduct post-activity evaluations to optimize future investments.

- Present results to senior leadership with recommendations.

Skills & Competencies

- Strong understanding of FMCG Modern Trade dynamics.

- Expertise in shopper marketing and trade marketing.

- Analytical ability to translate data into actionable plans.

- Excellent negotiation and relationship management skills with retailers.

- Ability to manage large budgets and measure ROI.