Trade Marketing Lead - Consumer Goods

Functional Capability:

- Contribute to the development of trade schemes at central & regional levels across geographies and products

- Review proposed schemes in terms of impact on growth, validate outcomes expected and propose scheme modifications as required in consultation with Head Sales

- Compute impact of schemes & promotions on pricing across product categories, channels & geographies to avoid potential arbitrage of infiltration across channels & geographies

- Analyse sales trends for providing growth analysis (top line & bottom line) and develop dashboards to be shared with sales & management teams or making decisions related to interventions to be driven in the field through central / regional trade spend budgets

- Generate consumer insights & manage research activities to provide accurate & timely market & competitor information for strategic & operational decisions

- Use channel-based shopper & customer marketing insights & provide trade understanding for marketing to make effective trade schemes & promotions

- Develop shopper / consumer marketing strategy for different categories and geographies based on market intelligence & consumer insights

- Manage budgets across channels & promotion activities & regularly undertake evaluation of various schemes & promotions

- Manage merchandising budgets & ensure production of merchandising material in line with shopper & customer marketing insights

- Consult with & update management for critical decisions, updates & inputs

- Groom successors for taking on critical roles in the team for the future

- Manage people development initiatives within the department / function to ensure a capable and motivated workforce

SKILLS AND KNOWLEDGE

(Minimum acceptable proficiency for this job which best indicates the education and/or experience requirements of this job and not the incumbent).

a) Education: MBA in Marketing

b) Experience:

Management Degree in Marketing

- 10+ years of experience including at least 3 years in the sales function in the consumer goods industry

- Prior experience in building & managing schemes & promotions

c) Key Capabilities:

- Knowledge of managing consumer insights research

- Experience in working with shopper / consumer marketing

- Negotiating and Influencing skills

- Strong result orientation

- Understanding of consumer mindset