Trade Marketing Manager - FMCG

Job Description

Position Title: Trade Marketing Manager

Function: Sales

Educational Qualification: MBA from a Premier Institute

Experience: 1.5 to 2 years, Prior experience in an ASM, Trade Marketing or GTM role )

Position Overview (Scope of the role & Outcomes):

The role is responsible for channel program management & extraction, GTM execution in the region, Brand activation planning & co-ordination& execution, Managing trade spends &spend optimization, Competitive Intelligence gathering, Coordination with external vendor(s) for implementation of plans.

Key Stakeholders:

Internal : Product Managers, SDM Team, Commercial team, Replenishment team.

External : Key Accounts, Vendors, Aws, Retailers, Wholesalers, Channel Partners

Key Responsibilities:

Channel Management

1. Plan monthly activities and set targets by channel and by outlets. Co-ordinate programs to improve extraction from these important customers.

2. Manage and periodically review customer engagement programs for wholesalers and Key Accounts to ensure effective business extraction and good relationship management with these important customers to ensure a steady growth in business.

3. Manage Strategic Recruitment & Expansion of outlets into the channel programs. Reviewing the Channel programs in a periodic manner and ensuring corrections to sharpen the programs.

Go to Market Strategies

1. Execute Go to market strategy for Biscuits, Cakes, Rusks & Dairy and should also handle the launch of new categories. Monitor brand level activities to ensure it meets targets. Design the volume plans with the Demand Planning team & Brand Team and also plan the stock norms by AW. Plan tasks for frontline in order to meet targets.

2. To Partner with Brand Team on the Innovation / Restage Journey of Britannia Products. Identify Market / Category Opportunities and Growth Drivers for the business. Bring in Sales Insights on Planning & Developing In-Shop Visibility to Induce Trial & Preference for Britannia products.

3. Build Trade & Team Energizers to Propel GTM delivery for Britannia Products. Communicate and Hand Hold Effective GTM Execution in Market along with the Sales Operating Team. Manage GTM Cost Lines and Ensure Optimum Utilization with a Clear Sight of Return-on-Investment. Co-ordinate with the Sales team in activating key factors like Stock Norms upload, Billing plan for the GTM.

4. Set up effective review and tracking mechanism to ensure desired results. Develop Strategic Operating Practices to drive GTM Execution Rigor & Discipline through IT & Process Thought-Leadership. Liaison with Supply Chain for Sales Forecasting Month-on-Month

Managing Trade Spends

1. Plan the trade spends for the month by state by territory

2. Trade Schemes to be planned in line with the Market share objectives, Market challenges & Opportunities, Competition activity, trendiness.

3. Review and manage the trade spends within the allocated budget

4. Provide Inputs to operating team to best utilize Trade Schemes.

Manage and develop Vendors for purchasing articles, branding elements etc for Trade Marketing Activity

1. Collect & maintain data about specific vendors for different elements & materials

2. Communicate timely & effectively for purchasing / preparation of material, gifts & branding elements etc.

3. Coordinate with the Vendor agency for timely delivery of required collaterals.

4. Coordinate POs & payment of vendor. Co-ordinate Salary payouts to merchandisers and also review & track the attendance of the merchandising teams.

Develop & execute regional level BTL programs, channels, and trade and brand activations

1. Analyse internal & external data to identify area of opportunities & challenges.

2. Plan & provide support for activations based on Sales requirement

3. Also Plan for

- Activation during festivals

- On-ground brand-led activations

- Channel activations

- Geography activations