Manager - Shopper Marketing - Consumer/FMCG

Shopper Marketing Manager -Batch 2015-2016-2017-Consumer/FMCG

Company: FMCG

Designation: Shopper Marketing manager- Consumer

Regional sales manager-South [250 CR]

Batch: 2015-2016-2017

Budget: 60 LPA

Planning and Operations :

- Plan and deploy initiatives in line with the sales and marketing strategy including right in-store activations to enhance shopper experience

- Analyze shopper data, derive insights and craft the in-store strategy towards

a) Visibility on primary shelves

b) Secondary visibility at appropriate locations in store by capturing shopper movement patterns.

- Formulate plans across channels and ensure effective tracking and monitoring for effective ROI and accomplishments of targets

- Identification of white spaces for business growth"

Category & Portfolio Development :

- Drive the implementation of the in-store execution plans for new product launches in accordance to the sales and marketing agenda for success

- Plan and promote product/category specific shopper solutions for successful achievement of metrics like shopper loyalty, visibility, market share

- Analyze, identify opportunity and craft solutions to drive up-selling and cross-selling of SKUs/brands in the portfolio

- Identify and bring insights on SKU trends in the respective categories

- Govern and improve the overall ROI on consumer promotions

- Collaborate with channel teams in engaging with key accounts to provide solutions that build/develop categories

Shopper Experience & Improvement :

- Monitor and analyze shopper experience, track key performance indicators (KPIs), and make data-driven recommendations.

- Monitor market trends and competitor activities, providing insights and recommendations to enhance in-store execution strategies.

- Collaborate with marketing and provide inputs on best in class POSM solutions deployed in market.

- Collabore with marketing to understand brand guidelines to develop plannogramming guide

- Create a playbook and execute the same for in-store Trials/Sampling/Beauty Counselling operations

- Leverage technology and tools as an important differentiator to drive efficiency and effectiveness of programs pertaining to shopper experience in the stores

Cross-functional Collaboration : Drive best-in-class shopper experience by collaborating with stakeholders in sales and marketing for effective planning & implementation of shopper marketing agendas and recommending improvement interventions for on-shelf and in-store presence leading to sales growth.