Britannia - Customer Marketing Manager - Modern Trade - IIM/FMS/MDI/XLRI/ISB

Position Title: Customer Marketing Manager - Modern Trade

Function: Sales

Key Stakeholders:

Internal:

- Head Modern Trade

- ASMs/ASEs -Modern Trade

- Brand Team,

- Key accounts manager

- Supply Chain and Commercial

External:

- Category Heads / Managers of Retail Chains,

- BTL and activations agencies

- Purchase Heads - Commercial Mangers

Educational Qualification: MBA (Specialization in Sales & Marketing) from a Premier B School

Experience: 5 - 8 years (min 2 yrs channel experience, prior exp in trade marketing / key account management) if from a Prem B School, 5-7 years years if otherwise

Preference: Current exp. In Modern Trade working as customer marketing/trade marketing/ key accounts manager

Purpose Of the Role :

Key conduit between marketing, sales and customer team. Works as strategy and insights arm of the channel. Ensures GTM planning & execution, A&SP management, building categories in MT and working closely wih MT customers to build brand/category basis shopper/retail insights.

Key Responsibilities:

1. Category development :

- Responsible for revenue, growth, demand planning and business development for set of categories

- Work closely with marketing team on understanding categories, brand levers, consumer & shopper insights, channel plans and brief on shopper & retail expectations/opportunities

- Develop a joint brand-channel activity calendar for building the categories

2. New product launches, brand led activations and visibility planning :

- Design and execute Go To Market (GTM) strategy for new launches/re-launches/ key brands

- Develop and execute brand activations in close coordination with KAMs, Ops and Customer team

- Developing visibility elements for the channel by understanding brand levers, customer needs and terms of trade; and lead execution of the same

3. Insighting and actioning - MT customer / Key Accounts Manager / MT Sales :

- Work closely with MT customers, Key account managers and Ops team (area heads) to understand shopper, field and retail levers

- Provide adequate data and market intelligence to key accounts to meet the Joint Business Plan

- Joint working with customer category managers, marketing team, insights team and retail data to understand & build on shopper/retail insights and bring out opportunities

4. Channel development projects and data insighting :

- Assess potential for special packs and work on the development of the same with the cross-functional team

- Work on shopper insights led category management

- Work on projects to lead innovation in channel : product mix (combos), promotions, visibility, systems & processes and channel activations

- Research and data analysis on offtake data, shopper retail data, nielsen etc. Lead insighting into action

5. Promotion and A&SP Management

- Design shopper promotion along with KAM and Ops

- Responsible for A&SP / spends management for the set of categories. Stringent check & tracking of the same.

- ROI check and pre-post evaluation of spends , promotions, visibility and activations. And recommend improvement to aid higher returns and shopper-category impact