Trade Marketing Manager - FMCG/Retail/Consumer Durables/Textiles

Trade Marketing Manager

Role Summary

Planning & execution of Sales plans by working on trade activation programs for entire brand portfolio across channels, Branches & states

Role Responsibilities:

- Responsible for formulating and rolling out the branch-wise sales plan for the brand, across categories, sub-categories, etc.

- Generate category insights which can drive the category growth

- Understand shopper behavior and generate to plans to engage with the shopper at point of purchase

- Work closely with marketing to develop Yearly/quarterly Sales and Marketing Plan which will enable the organization to drive business across categories

- Lead and/or assist with execution of Retailer incentives/ Programs, sampling opportunities, general category, new product / initiative education, selling stories, events, etc.

- Own forecast for all brands in line with sales plan with close working between field sales team, supply chain team, HO sales team, and sales MIS team

- Develop Consumer Promo programs in coordination with Marketing team and execute the same though the Branch Teams

- Responsible for driving weekly and monthly review meetings with branches

- Execution of National customer marketing strategies and sales-related events for all company products based on Brand Marketing directives.

- Tracking and monitoring of the events through proper tracking mechanism

- Assist/support in execution of new outlet/town opening plan

- Set clear objectives with each Branch which are consistent to organizational goal

- Conduct detailed and timely program performance updates considering all relevant personnel in order to track, monitor and adjust efforts to produce desired outcomes in all key business segments.

Cost and process compliance:

- Budgeting for TM spends across all brands/channels/regions

- Process/Policies/Protocol to comply with specified requirements on Trade Marketing

- Create learning log for the big activations

Planning & Channel Efficacy:

- Conversion of targets to Annual Business Plan by channel, product, area, and customer

- Design of initiatives to improve channel hygiene together with Finance, drive execution via Branch heads.

- Design for store extraction plan, beat plan, Weighted and Numeric distribution

- Ensure timely adjustment of bills in coordination with Finance team.

- Drive collection to minimize the overdues, coordination with depot for OTIF.

- Planning for seasonal sales booking