DryChem - Category Manager

Role Description:

- Category Managers (1 No. for Wall Putty/Blocks/Tile Adhesives/ Gypsum Plaster & Blocks/ Block Jointing Mortar etc. & 1 No. for Paints & Construction Chemicals etc)

- Responsible to develop Annual Operating Plan for all product lines within the Category in line with 3 yr Business Plan.

- Recommend and finalize product line volumes, pricing, margins & schemes in agreement with Sales on a monthly, quarterly and Annual basis.

- Define Product Recipe (in collaboration with Lab) & standardise the same in line with competitive offerings for delivering consistency in product quality. Recommendations for Internal Quality Standards impacting product line revenues.

- Identify and Develop New Products and application for the products.

- Recommend product introduction in markets according to market potential, growth opportunities and contribution matrix.

- Suggest sourcing options (either Toll manufacturing and/or own production set-up) for respective Product lines / market mix in accordance with a profitable contribution matrix. Conduct joint feasibility study (with Procurement/ Sourcing/ Commercial and/or Lab Teams) to confirm Toll manufacturing set-up in line with product quality, production capacities and positive contributions.

- Responsibility for managing all Brand functions for the respective Product Lines in collaboration with respective marketing sub-verticals & other allied functions across ATL/BTL & social media assets. This will include Brand Launch, Product Launch, Packaging Development, Quality management, Communication development, Market level visibility planning & implementation in line with Annual Business Plan, while maintaining delivery timelines and within Budgets.

- Interact with Key Accounts to improve Customer Satisfaction on Product Quality, Usage and Technical Services.

- Monitor Brand Equity, Channel Satisfaction, Price Tracking & other customized metrics in line with business plans.

MARKET UNDERSTANDING

- Identify critical market trends and assess their potential impact on BU business.

- In coordination with Sales, ensure regular active listening to and understanding of customers and consumer segments.

- In collaboration with Market Research,

- Manage and structure segment database.

- Communicate up to date information and regular analyses on segment players and profitability to marketing & sales teams.

- Lead pro-active research on segment trends, identify critical ones and assess their potential impact on product line business

- Effective monitoring of competitors activities and structured reporting.

BUSINESS DEVELOPMENT

- Assess the value of relevant target segments and define the Marketing strategy and propose improvements and innovations in order to maximise the Product Line profitability and ensure the implementation of the Marketing plans.

- In coordination with Sales,

- Define the target customer base

- Define the Product Line Brand architecture

- Monitor the price evolution in the relevant segments

- Develop the loyalty of profitable customers through various promotional plans.

- Define and implement local branding policy in line with Brand guidelines.

- Design and submit the value proposition of the Product Lines as per the segment (products, systems, services, partnerships, distribution/delivery, pricing, branding, communication, etc.) and monitor its implementation

- Research and follow-up new business opportunities.

- Participate in the relationship with key market players (professional unions and associations, specifiers, influencers, and other decision makers)

- Analyse the distribution channels and routes to market, and make recommendation for change where appropriate

CUSTOMER ORIENTATION DEVELOPMENT:

- Based on customer understanding, lead and co-ordinate the definition and implementation of customer driven processes and practices within the PL e.g. Internal Quality Parameters, Product Quality Benchmarking and Monitoring, Customer Complaints Management, New Product Development and Technical Assistance and Services plans for the end users.

- Propose customer driven processes and practices and coordinate their implementation to maintain and improve Customer satisfaction and Brand Loyalty.

MARKETING OPERATIONS MANAGEMENT:

- Actively participate in the key stages of the PL management cycle. Strategic Review, Performance Improvement Plan, PL Marketing Plans and lead the implementation of the marketing actions.

- Develop/implement market intelligence methods and tools.

- Coordinate customer satisfaction and loyalty measurement and analyse, recommend and implement action plans to improve them.

- Assess shortlist and recommend external marketing partners (communication/ market research agencies, etc.)

- Propose and submit consistent marketing communications (Marketing documents, advertising/ promotional materials and events etc.)

- Follow-up new product/system development, participate in their launch, monitor results for the segment and make appropriate recommendations