Rural Activation Manager - General Trade - FMCG

Position : Rural Activation Manager - GT

Function : Sales

Location : Corporate Office

Reporting to : Head - Rural Channel

Promotional Activities and BTL Planning / Implementation ;

- Plan rural activation campaigns and promotional activities to create brand awareness, generate demand, and drive product trials in line with AOP within allocated BTL budget

- Coordinate with customer marketing team on schemes crafted for the branch in rural channels

- Coordinate with marketing team to develop effective communication materials for rural markets

- Collaborate with internal sales teams, agencies, and vendors to ensure seamless execution of the activation plans

- Provide clear guidelines, product knowledge and key messages to ensure consistent brand representation and effective communication

New product launches

- Collaborate with customer marketing team in planning new product launches in rural markets

- Drive the implementation of the new product launches in rural markets in accordance to the plan w.r.t visibility criteria, distribution targets, trade and incentive schemes

- Ensure communication & adherence to SOPs relating to new product launches across the sales team.

Market Intelligence and Gap analysis

- Gather market intelligence related to competition activities, plans to improve sales and distribution in rural markets

- Evaluate gaps and challenges w.r.t competition activities, partner with central teams to arrive at actionable solutions

- Cascade specific action plans w.r.t rural channel activations to field teams for implementation

IT initiatives & GTM implementation

- Drive the implementation of IT agenda within the rural channel, track the usage of IT infrastructure, tools and resolve issues

- Devising and implementation of alternate Rural GTM strategy as per laid out framework

Performance Management

- Track and analyze the performance of activations and campaigns using relevant metrics and tools.

- Evaluate the impact on brand visibility, consumer engagement, and topline improvement.

- Provide insights and recommendations for continuous improvement

People and Cross functional Collaboration

- Collaborating across stakeholders for driving sales revenue and identification of right and critical markets for the activations

- Facilitating all round development of the reporting team

Listed below are the key performance goals for the role. Performance Goals are the critical outcomes of a job contributing to the organization's and roles success.

- Delivery of sales revenue within BTL budget

- Effectiveness of activations programs (ROI, sales improvement)

- Improvement in specific market shares , penetration basis activations

- Adherence to launch and implementation of activation programs

Listed below are the key competencies for the role, each of the competencies reflect the right capability and the respective proficiency level required for the role-holder

- Category management

- ROI mindset focusing on Cost and Value Management

- Shape & Implement GTM Strategy

- Data & Analytics Driven Decision Making

- Understanding and Leveraging Shopper Mindset

- Trade Marketing Excellence through In-Store Execution

- Fostering relationships with internal and external stakeholders

Below defines the set of key stakeholders (internal & external) with which the job holder is required to interface, towards fulfilling the objectives of the job

- Branch Customer Marketing Manager

- Branch Customer Development Manager

- HO Sales Development team

- HO Customer Marketing Team

- Marketing Team

- Rural Channel Manager

Below is the minimum qualifications, relevant experience which are essential to execute the role. It may not be a reflection of job holder's own qualification and skills.

- MBA with exposure to field sales, trade marketing & customer marketing in an FMCG organization with mandatory stint as Area Sales Manager

- 3 to 6 years