Metro - Head - Trader Sales

Basic Information

Unique Job Position (UJP) - Head - Trader

Reporting To - Chief Operations Officer (COO)

Value Stream - Target Group Management (TG)

Location - Bengaluru, METRO NHQ

Candidates should have handled sales of approx 2000+ crs annually in General Trade business.

Purpose of the Role

- Responsibility to initiate, develop, implement, and maintain the Trader concept and strategy at a conceptual and operational level.

- Leadership, development and management of the Trader specialist department for the region.

- Responsible for customer acquisition activities

Key Activities that are a part of the Rol

- Within the framework of the company policy, develop and implement the Trader concept and strategy of Target Group Management Trader on a regional level.

- Implement the Trader concept, obtaining the targets as set per calendar year which should lead to a stabilization and improvement of the sales to and visit frequency of the traders.

- Customer Insights - Study, understand & analyze the customer insights, build on the customer trends, use own experience & expertise & create evolving categories which helps to stay ahead of competition. All the customer insights are applied to formats, states basis the catchment profile of stores.

- Creating target segment events, activations properties - The role has the responsibility to create strong events which will help create excitement among the instore & B2B customers. This role must continuously think, create properties, leveraging the store & online platform for offering something "New & Interesting" in our quest to build competitive advantage & win with customers.

- Listing of Activities performed by the job holder to deliver the outcomes

- Leads up to steer and coach the stores and the HQ departments like Operations, Offer Management, Marketing / Customer Management, Admin and HR in order to develop, implement and maintain the Trader concept

- Initiates, implements, and develops the target group positioning process (MCC & Trader) through:

Understanding of customers, competitors, solutions

Selection of potential segments and target groups

Definition of business propositions: range, price, merchandising (place) and marketing & communication (promotion)

- Adapts the target group positioning process to the country culture, life cycle phase and market affinity based on the defined customer segmentation and the results of the market research.

- Initiates, implements, and develops the trader support & partnership program to the life cycle phase where the MCC organization and trader find themselves by understanding the business, needs and market drivers of the trader target groups.

- Developing a process, tools, and solutions to support the trader to improve his business with his consumers.

- Implements the market research strategy to establish a rich source of information and knowledge serving as the base upon which further strategies like assortment & product development, pricing policy, customer approach (in the broadest sense of the word) and trader services can be developed.

- Implements the customer segmentation for traders to establish a segmentation structure which will serve as the base for the trader concept. Based upon the segmentation, strategies will be defined and business propositions (product, price, place, promotion & people) will be developed, in order to serve the trader in a better and more professional way.

- Develops and implements a trader specialist department which deploys the Trader support & partnership program by conducting trader shop remodeling. The aim of the remodeling is to bring the trader shop to a higher, professional level which should lead to an improvement of the trader business with its consumers and to a development of the sales potential, share of wallet and visit frequency of the trader with MCC

Outcomes & KPIs:

- Segment Sales

- Growth

- CM%

- EBITDA as per plan

- Buying Customers and Frequency

- Average Bill Value

Organization

- The Head Trader role reports to the Chief Operations Officer (Metro) and has an organization comprising roles in Trade Planning and Sales force Analytics reporting