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15/09 Deepanshi
HR at Perfetti Van Melle India Pvt Ltd

Views:2524 Applications:727 Rec. Actions:Recruiter Actions:15

Perfetti Van Melle - Trade Marketing Manager - Modern Trade & eCommerce (2-6 yrs) Premium

Gurgaon/Gurugram Job Code: 978845

Trade Marketing Manager- Modern Trade & E-Commerce


Perfetti Van Melle, one of the world's largest confectionery organizations, with brands like Chupa Chups, Alpenliebe, Mentos, Happydent, Center Fresh is looking for a passionate and experienced Trade Marketing Manager- Modern Trade & E-Commerce for Gurgaon.

Basic Purpose of this position

This position is responsible for leading the Trade Marketing agenda for the entire Organized Trade vertical which entails sales & operations planning, interventions related to products, pricing & promotions, visibility deployment, target setting and tracking budgets

Key Responsibilities-

Trade Marketing - Modern Trade:

1- Design of inputs in line with the channel strategy to deliver incremental sales growth opportunities across existing, emerging & new retail environments like hyper-markets, supermarkets, convenience stores, C&C outlets (B2B), institutions, organized pharmacies, vending machines, etc.

2- Plan and execute account level initiatives in discussion with the Key Accounts team

3- Devising the right input, ensuring the usage of right tools for a particular brand to ensure growth in top line

4- Regularly analyze monthly market share data, identify gaps and opportunity by looking at the competitive space in each category

5- Apply shopper understanding and insights to ensure activation of the right levers for product, pricing, promotion and visibility

6- Establishing objectives & KPIs for all categories and Retail Environments such as National Key Accounts, Regional Key accounts, Cash and Carry, institutional accounts, organized pharmacy chains and vending machines and also ensuring tracking mechanisms are in place and budgets are optimally utilized

7- Ensuring line Sales and in-store staff are supplied user-friendly guidelines for management and execution of 5P strategies / tactics by retail environment

8- Ensuring the handheld masters of Merchandisers are updated monthly for tracking KPIs closer to the market

9- Conducting pre and post analyses of customer and channel promotions, developing a library of performance history, and adjusting business plans based on results to drive improved return on investment in all types of trade spending

10- Plan and track spends in initiatives directed towards consumer promotions and visibility initiatives - Ensure balance between accounts and brands while planning spends for the year

11- Device planograms for category and checkouts by regularly analyzing offtakes, market shares and align internal priorities to ensure right assortment

12- Closely work with the marketing team and allied functions like legal, SCM to ensure interventions on consumer packs are done as per annual budgets

Trade Marketing - E-Commerce:

1- Design of inputs in line with the channel strategy and deliver on the ambition in the channel for the confectionary category

2- Apply retailer and trade insights, understand the various models of operations (B2B/B2C - inventory led, market place and express models) in each of the accounts and devise the right approach to engage with consumers

3- Devise and implement calendarized promotions and visibility initiatives in the accounts in line with the strategy and account P&L

4- Develop an understanding and build capability in analytics to measure key KPIs through various data sources and devise tactical inputs to drive the KPIs

5- Lead the thought to develop the confectionery category through initiatives in the domain of Exclusive packs, Pricing, visibility and communication

6- Benchmarking and checking adequacy of contact with new & emerging players and building plans to exploit incremental sales opportunities

7- Tracking, reviewing and modifying channel and account plans to ensure PVM is driving offtakes from the channel cost effectively and brand objectives are achieved within channel and customer P&L guidelines

8- Manage and account for spends in initiatives directed towards consumer promotions and visibility initiatives - Ensure balance between accounts and brands while planning spends for the year

9- Conducting pre and post analysis of customer and channel promotions, developing a library of performance history and adjusting business plans based on results to drive improved return on investment in all types of trade spending

Sales and Operations Planning:

1- Lead the E2E process for demand planning for the complete Organized trade vertical and liaise with AH-Regions (HO TM Team) for the S&OP process

2- Closely understand account sales trends, align plans and accordingly devise SKU wise depot level sales plan adhering to the time lines set up

3- Focus on continually improving rolling 3 month forecasting accuracy for the channel across depot-SKU combinations

4- Day-to-day coordination with the sales team & the supply chain team to ensure depot wise availability of stocks

5- Jointly responsible for supply KPIs such as forecast accuracy and fill rates for all-India organized trade along with the supply chain & organized trade teams

Target setting and Updates:

1- Build right value and brand targets for the sales team and track achievement

2- Devise initiatives like sales contests and devise the right KPIs for field personnel in collaboration with HR for the Your-Pay (variable monthly & quarterly incentive) model

3- Ensure the right focus is given to each channel (MT, C&C, Institutions and E-Comm - B2B/B2C) and accordingly the inputs are aligned

4- Ensure right focus areas are evaluated basis priority and adequate support is ensured for the team to achieve the targets

Experience-

Minimum 2+ years of overall experience with at-least one stint in trade / shopper / customer marketing along with field sales experience. Prior experience in organized trade (MT / E-Commerce) is an added advantage

Education- MBA/PGDM from a premium B school

Women-friendly workplace:

Maternity and Paternity Benefits

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