Pidilite Industries - Shopper Marketing & Trade Marketing Role

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. 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. MT/eCom Chain wise understanding of Type of inputs- Use Customer level insightsto make sharper plans & guide KAM's for better execution.

d. Bring in technological & automation to manage the program.

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

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.

iii. Drive timely execution of merchandising, track performance of all units