Job Description : Head - Trade Marketing

Main Tasks and/or Projects :

- Establishing systems, process and desired trade marketing infrastructure across all zones.

- Planning & activating of all BTL activities includes, visibility drives, rural sales activations, samplings, loyalty programs, QPS etc.

- Initiate Loyalty programme in various channels. Example - Karnataka & AP (wholesale engagement programme).

- Key outlet activation in other Top towns of TN/WEST/NORTH/ North East States.

- Merchandising strategy & BTL activities across channels.

- Working with sales team to understand the need of POSM materials, and then execute all implementation of POSM (design, production, logistic, how to fill strategies etc.).

- Effective execution of New Product launches. Initiate secondary online billing /base work.

- Understanding of ECO/BILLS/LINES/BE.

Main Challenges in this Position :

- Development and implement Trade Marketing Strategy for all zones to achieve defined business objectives across all product categories.

- Develop and deploy NPD strategies.

- Increase effectiveness of BTL activations by ensuring 100% strategy execution.

- Putting in place, monitor and improve processes to link all Marketing activities with the activities of the Field Sales team.

- Ensuring alignment across the Sales and Marketing organizations on field sales needs and marketing initiatives.

- Establish Trade Marketing infrastructure across all zones.

Responsibility and Mandate :

- Responsible for development, execution, and performance of all programs designed to increase presence and ultimate take-away.

- Responsible for the development, deployment & monitoring of all programs designed to enhance 4P strategies.

- Manage and evaluate trade promotion activations to ensure maximum returns.

- Co-ordination and communication of product price and pack changes.

- Ensure 100% implementation of all trade schemes in operation.

- Build trade marketing infrastructure in the region by developing sound systems and processes required to deliver marketing effectiveness.

- Formulating merchandising strategy for Modern trade channel across all zones.

- Act as an information pool for competitor activities across major categories and support Category Management team. Study competitor marketing and promotion strategies and pre-empt the same whenever possible.

- Analyse the Channel wise and category wise output of the sales in each locations to initiate the strategies that can be done to improve the overall sales of the product.

- Analyse various consumer data that has been collected through market research and BTL activities. Conduct pre & post promo analysis.

- Driving principles for in-store brand activation and developing trade promotional calendars for Modern Trade.

- Evaluate specific needs of field sales teams in all zones and translate into marketing programs.

- Conduct trainings from time to time for the sales team w.r.t. BTL activations.

- Contribute towards brand planning process and marketing calendar development.

- Initiate cross promotion with other brands that are closely associated with the particular product category or key accounts.

Education & Experience :

- MBA from premier B-School 7+ years of overall experience in Field Sales/Trade Marketing in FMCG, preferably Foods. 4+ years of experience in Trade Marketing.

- Experience in new launches and building new brands.

- Proven experience in establishing Trade Marketing infrastructure.

Personality :

- Ability to manage teams.

- Good analytical skills.

- High level of drive and initiative.

- Planning skills.

- Communication Skills.

- Ability to work with cross-functional teams.

- Coach and mentor subordinates.

Skills & Competencies :

- In depth knowledge of FMCG/Foods Industry.

- Thorough Knowledge of Trade Marketing disciplines.

- Knowledge of the key markets of MTR (Kar, AP, TN) desired.

- Good analytical skills

- Interpersonal Skills

- Process orientation

- SAP exposure

- ATL Marketing.

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