Head - Visibility & Trade Marketing - FMCG

Position: Head Visibility & Trade Marketing

Reports to : VP-Sales

Qualification & Experience:

1. MBA from reputed Business School

2. Excellent communication, interpersonal, influencing and persuasion skills; good at using PowerPoint / excel for basic analytics

3. 15+ years of FMCG experience,

Responsibilities:

Planning and Executing various BTL:

1. Planning, Managing & Optimizing Trade Marketing spends across channels to achieve overall business targets - delivering the expectations from activations and ensuring overall budget compliance for the states.

2. Analyzing & planning of brand wise visibility in all channels with the channel wise visibility programs like window hiring, wall painting, shop boards & sun packs

3. Campaign led displays with permanent, semi-durable or other material.

4. Channel wise visibility strategy with range of options which helps in off-take generation and create right stock pressure in the market.

5. Customize and execution of Plano-grams for impactful shelf visibility in Visi-outlets, weighted & program outlets

6. Track sustainability visibility through retention & effectiveness in each market and channel type

7. Vendor management for various trade & visibility activations in all channels

Market Visibility & POS Execution & its Management:

1. Execution of POS material by channel, both for cyclic and permanent visibility

2. Sources and manages external suppliers to develop and deliver POS materials

3. Ensure correct quality, quantity and distribution of POS materials in all markets on time.

4. Develop campaign led & packaging led or promo led POS for regular & occasions based brand wise activation.

Chilled Equipment Management:

1. Identification of weighted outlets for placements of Chilled equipments (visi-coolers) in co-ordination with state teams

2. Co-ordination with equipment supplier and state team for flawless placement and execution

3. Maintaining purity at all times and periodic check on machine serviceability

4. Post placements volume output tracking

Vendor Management:

Local vendor development, coordination, timely execution as per guidelines and within budget.

Competition activity:

1. Brand SKU wise analysis of visibility elements of competition

2. Competition MRP and scheme changes in the region/state periodically

3. Retail Audit Time to Time visit at Retail counter to ensure proper display of product & utilization of marketing material by sales team and channel partners.

Budget Management:

1. Planning of monthly & quarterly visibility planning with zonal and state heads

2. Analysis of effective utilization of visibility budget on POS & visibility payouts

3. Budgeting Vs utilization of store level visibility in temporary & permanent visibility

4. Analysis of spends in all channels & its effective usage for volume growths

New Product Launches:

Responsible for New Product Launches in co-ordination with Mktg / ZVP / CBH / BH in the region/states

1. Coordinate with cross functional teams to plan launch conferences & builds excitement before & after launch phases.

2. Work on key POS levers for market visibility during & after launch

3. Ensuring Placement guidelines

4. Sampling Activities,

5. Tracking the performance of new products and ensure execution

Market Analysis & Competition:

1. Develop strong understanding of consumer, competitive and brand health through internal & external data sources like Nielsen.

2. Internal & external Benchmarking of brands below the line marketing strategies efficiency and effectiveness in terms of building brand imagery as well as driving sales.

3. Maintains updated knowledge of consumer behavior, products, competitive position and related market trends