Manager - Trade & Shopper Marketing - Manufacturing Firm

1) Trade marketing- understand Channel/customer specific requirements & ways of working. Marry these with Brand strategies to develop Trade marketing plans- Trade inputs, consumer inputs

a. Monthly & activity based reviews with the accounts along with the KAMs - Plan & close the Marketing Calendar with the Accounts Drive initiatives to grow & gain market share while strengthening customer Relationships: Own the calendar, track effective execution, monitor & evaluate progress.

b. Own & manage the Trade marketing budgets for the channel.

c. Bring in technological & automation to manage the program

d. Business Planning & review: - JBP planning for Lead Accounts along with the KAMs -

e. Strong understanding of the customer Journey across Portals, link it to Trade marketing plans.

2) Shopper Marketing -

a. Shopper/Category understanding across all relevant product categories Generating shopper insights & sharing knowledge back with the Product Marketing teams for building shopper strategies in their brand plans.

b. Develop Shopper solutions for Modern trade channel- Merchandise elements design, development & deployment. Work with Modern trade customers for customising solutions. Vendor development for merchandising units for MT

c. Understanding the Shoppers & shopper journey by Platforms for Pidilite Categories- Home Maintenance, Art & Craft, Auto care. Understanding & define strategy for Organic/Paid Search and ways to influence the same Drive higher eCommerce Shopper conversions through customised content/videos.

d. Build industry knowledge & set up processes internally to benchmark to best in class industry standards of Shopper Marketing.

3) Field Marketing & Activations:

a. Field Marketing- Manage the Merchandising & Promoter program through 3rd party partners- design, deployment, measurement, evaluation, training.

i. Include managing the 3rd party Merchandiser & Promoter network, including manpower training.

ii. Design & fabrication of all merchandising units like FSU, Parasite etc for MT store implementation