Manager - Customer Marketing - FMCG

JOB PURPOSE :

- Create compelling brand connections with shoppers at the point of purchase

- Develop category strategies to win with shoppers

- Control and efficiently deploy A&P budgets for brand building activities in market

- Deliver a perfect punch on brand initiatives

DIMENSIONS OF THIS ROLE :

Business Turnover : INR XX Cr (as per brand's managed)

Business Locations : Pan - India

People : Matrix interface across departments for day to day business needs:

- Marketing - Category managers, Brand teams

- Sales - Regional heads, Demand team, regional Customer Marketing team

- Support functions - R&D, CQ, Legal, Finance, Logistics, Procurement etc

Budgets :

- Maintain hygiene across multiple budget pools - Consumer Promotions, POS, Crayon, Rural & Self Service

- Prepare & control a budget (XX Cr)

Being Connected : The role requires networking & interfacing with:

- Peer group FMCG/Foods companies to share best practices and benchmark brand/trade strategies.

- An array of specialist service providers / consultants to design & implement brand/trade strategies.

- Above-country Customer Marketing functionaries to share & re-apply BIC brand/ trade strategies.

KEY RESPONSIBILITIES :

a. Create compelling brand connections with shoppers at the point of purchase - Make brand campaigns larger than life at the point of purchase by amplifying the single minded campaign proposition. Activate relevant / multiple touch-points in store so that the brand engages and wins with target shoppers. This will necessitate:

- Powerful Activations - Work in sync with brand teams & agencies to create powerful activation platforms. Use innovative approaches to increase brand salience amongst target shoppers. Engage and captivate these shoppers and compel them to try our brands. Use differentiated inputs and scale basis campaign objectives.

- Best-in-class trade visibility.

- Develop differentiated POSM by channel that is clutter-breaking and gives a synergistic - look & feel- to a campaign.

- Develop a high quality PMU (semi/ permanent merchandising units) menu. Develop a POP vision that drives brand & category messaging and brings alive brand imagery in store.

b. Develop generic category Plano-grams for impactful shelf visibility.

- Consumer Promotions - Create a pool of articles that create pester power, have unique appeal, connote value and are synergistic with brand imagery & campaign cues. Evaluate and share trackers for key promotions, to deliver increase in FOP and trading up.

c. Create category/ brand strategies to win with trade customers - Identify and activate key business drivers that will increase brand availability, stock depth and offtake. Develop a generic TM strategy. Identify opportunities to drive category/ brand growth at the - Top, Middle & Bottom of the Pyramid- .

d. Control and efficiently deploy budgets for brand building activities in trade - Monitor and share rolling FC on all A&P spend pools (TM, crayon, captain, POP, activation etc). Operate within planned budgets and judiciously invest in activities to drive brand growth.

KEY BEHAVIOURAL COMPETENCIES REQUIRED :

- Create Business Solutions - Link information to form new ideas, strategies and visions for the future

- Teamwork - Developing cohesive teams within your area and across related departments, functions or sectors

- Influence - Persuade stakeholders to build support for ideas, strategies and decisions

- Customer Focus - Focus on adding value to customers and taking actions to build the same

EXPERIENCE/KNOWLEDGE/SKILLS :

- Business & functional knowledge - Knowledge of the FMCG industry, esp. sales & distribution channels. Should be familiar with marketing concepts and comfortable interacting with agencies.

- Technical skills - Project management, Budget control, communication etc

- Experience - An MBA from a reputed B-school with 2-6 years of post-qualification experience in Sales/ Marketing (depending upon portfolio), preferably in an FMCG-MNC.