Beiersdorf - Regional Manager - Shopper & Customer Marketing

About Beiersdorf AG:

- At Beiersdorf, we want to help people feel good about their skin - and our commitment goes far beyond caring for skin. For 140 years, we have developed innovative skin and body care products through much loved brands such as NIVEA, Eucerin, La Prairie, Hansaplast and Labello. We act according to our purpose: WE CARE BEYOND SKIN, and take responsibility for our consumers, our employees, the environment and society.

- Behind every brand, every product and every accomplishment are our more than 20,000 employees. It is for them - that we live an inclusive culture that is strongly aligned with our values - CARE, COURAGE, SIMPLICITY and TRUST. We also embrace diversity by valuing the uniqueness of each individual and being committed to equal opportunities for all.

- With its C.A.R.E.+ business strategy, the company pursues a multi-year investment program focusing on competitive, sustainable growth. The program is consistent with the ambitious sustainability agenda, through which Beiersdorf is generating added value for consumers, society, and the environment.

- NIVEA India Pvt. Ltd., headquartered in Mumbai is the wholly owned subsidiary of Beiersdorf (BDF) AG & was registered in 2005. NIVEA India has emerged as a prominent leader in the skin care and personal care segments offering a with unique proposition to our consumers. We are No. 1 or 2 in all the categories we operate in viz. body lotions, all-purpose cremes, deodorants, roll-ons, shower gels, lip care, sun care, male grooming, face washes. At the heart of sustainable performance, lie our core values of Care, Simplicity, Courage and Trust. At NIVEA India, we believe in an additional core value which is central to the NIVEA India way of life i.e., Quality. Our vision at NIVEA India is to be Emerging India's most loved and trusted skincare brand. Working with CARE+ as a strategic direction, NIVEA India is well poised to meet and exceed this ambition.

Job Brief :

The Regional Manager- Shopper & Customer Marketing is responsible for the one of the key verticals of S&CM at Nivea i.e., channel partners. Key responsibilities include customer activations, driving distribution & channel efficiencies, allocated budget management and evaluating & implementing strategies for business growth. He/she would be the key person involved with all launch planning along with HO team, driving channel efficiencies & channel programs. Create Retail Excellence at point of sale and develop stronger customer partnerships by building customer blueprints & driving excellence in execution. Developing & implementing GTM strategies & initiatives to improve efficiency & effectiveness of trade coverage.

Responsibilities (non-conclusive):

1) Field Force Management:

- Keep a track of set KPIs and drive improvement areas to regional sales teams.

- Track monthly achievements of DSR/PSR vs targets and finalize incentives for them.

- Drive width and depth of FF sales incentives and other adhoc incentives to improve effectiveness of the same.

- Plan & Track subsidy budget utilization in region to drive maximum efficiency in the same.

- Benchmark & plan optimum manpower numbers for the region & drive outlet coverage efficiencies from it.

2) Launch Planning:

- Plan distribution, sell ins and finalize launch plans for all the new launches in consultation with HO team.

- Track the launch plan vs actual achievements and do offtake tracking for all the new launches.

- Align all stakeholders to ensure that the launch plan is customized at micro-level

3) Planning & execution of all Merchandising & Visibility elements in GT customers & visibility budget management. Driving efficiency in visibility spend my monitoring & driving C2S.

4) Planning & execution of shopper engagement activations & local shopping occasions/festivals at POS along with HO team.

5) Driving width & depth of DB engagement programs in the region.

6) Channel management:

- Driving growth & distribution across channel clusters within region

- Drive Go to Market initiatives like Distribution Expansion & coverage enhancement to meet KPIs.

- Monitoring channel performance & identifying opportunities for business growth in key clusters

- Localized initiatives to fuel business growth in channels

7) Anchor for all Sales IT initiatives in region - Botree usage & Hygiene, Field Assist adherence for DSRs (FA), etc.

8) Driving Trade scheme efficiency across channels & providing inputs to HO S&CM team for localized trade plans.

9) One point of contact in region for all data reporting to HO S&CM team.

Regional S&CM Manager will report to respective RSM & will have ASE's TOP 8.5K & ASE's Chemist resource directly reporting into him, with dotted line reporting of CMO/E as well for all GT executions & planning.

Qualification Required :

1) 4-10 years of experience in Sales/Trade Marketing in a FMCG Company is must.

2) Should be from a Tier1/2 premier B-schools only

3) Strategic Mindset and good with data.