Head - Trade Marketing - FMCG

Head - Trade Marketing

Detailed Responsibilities:

Process/Sub Process Responsibilities/Activities:

Strategy & Planning:

- Formulates trade marketing strategy in line with Sales & Marketing strategy and converts them into actionable program to maximize sales growth opportunities across all channels for the respective Brands of the Company.

- Conceptualizes new product launches, competition information and suggest strategies for Trade Marketing initiatives and advices Brand/Marketing team to build sales promotions and product communication to effectively present the same to the customers and increase market penetration.

- Contributes in creating the correct go to market model; determine town and outlet penetration suitable for current and future business growth in the various regions.

- Acts as critical link between Sales and Operations in terms of S&OP planning, attending S&OP meeting to highlight sales strategy, perspectives, stocks planning & availability, distribution plans across General Trade (GT), Modern Trade (MT) and ECommerce for achievement of sales target of CCD business.

Budgeting & Financial Control :

- Finalizes trade marketing budgets as per brand / channel /region and provides inputs to HOD with information related to trade spend to create annual domestic sales budget for CCD business.

- Decides on the allocation for various activities; monitors adherence to the budgets and analysis trade spends, other trade expenses across all brands /channels /regions.

- Reviews trade spends utilization and takes corrective actions to maintain the right ROI for trade spends and effective utilization of the same as per allotted budget.

Trade Marketing Interventions :

- Leads and ensures delivery of best in class trade marketing initiatives and Point of Sale (POS) design and development and manages either internal or external development of the same with agencies/suppliers.

- Oversees preparation of calendar of Activities on the basis of building blocks and trade marketing plans and execution by proper communication down the line to Regional Trade Marketing teams and Sales team.

- Reviews POS / promotion effectiveness with Trade marketing/Sales/Brand /Marketing Team's feedback and provides measures and recommendation to have competitive advantage.

- Finalizes plans for new product launches/re-launches by channel based on thorough understanding of category and distribution objectives for the products to be launched and tracks launch progress and customer responses thereafter.

Channel Partners and Trade Engagement :

- Guides Trade Marketing Head/team in conceptualizing, executing and monitoring trade promotion and consumer promotion schemes/programs like Trade Loyalty and Channel Partner Loyalty Programs at national level for a specified category across all channels.

- Drives team in devising exciting incentives schemes / sales contests for the Sales Team to motivate them to achieve company's objectives.

Business Intelligence/Analytics :

- Investigates and integrates relevant facts and insights (Shopper, Customer & Channel) to identify Category and company growth opportunities.

- Analyses Trade Scheme Utilization Metrics - review utility of the schemes/ interventions rolled out against desired outcome and ensures simplification of trade inputs to enhance on field communication to trade.

- Updates Management with Business updates and MIS in term s of growth and targets set ,time line trackers on on-going activities, Key distribution metrics , market scenario and competition performance (w.r.t product development, pricing, distribution, merchandising and promotion activities) etc.

Maintain Brand Guidelines :

- Ensures the company Brands and its sub-brands are represented as per the guidelines set by the Brand Directors/Marketing Heads.

- Continually works towards updating and maintaining the brands image and raise any issues with how the brand/s may be represented.

Team Development:

- Manages and supports recruitment, sets KRAs for direct reports, monitors overall department KRA's and conduct performance appraisal for team.

- Oversees staff deployment and drives motivation levels of the team, monitors engagement and facilitates resolution of issues to manage efficiency levels and drives timely delivery of all operational targets by the team.