National Manager - Trade Marketing & RTM - Beverages

Core Responsibility :

- Create and implement a detailed Route-to-market (RTM) approach for all products based on demography, current coverage and future potential.

- Track and monitor performance of various sales channels and prepare channel wise growth strategy

- Ensure effective execution of the RTM agenda across the country through effective change management interventions and appropriate resource allocation

- Define metrics to track channel and RTM performance and deploy appropriate dashboards to enable accurate and frequent tracking of the same

- Prepare a roadmap of various RTM initiatives, prioritize and project manage the execution of the initiatives and measure effectiveness of each initiative

- Define key roles and responsibilities of various members of the sales organization in conjunction with the sales leadership and plan for effective deployment of field force to help achieve the RTM goals

- Suggest and execute appropriate interventions through training to develop skills in the sales organization

- Develop trade marketing strategies aligned with the brand strategy and appropriate to each channel and product

- Drive demand in-store by creating effective trade marketing campaigns and ensure alignment to sales goals

- Act as the key liaison between product development, sales and brand team to ensure marketing initiatives are in agreement with all key stakeholders

- Liaise with various marketing agencies to ensure last-mile execution of marketing campaigns

- To design and validate the distribution architecture (network density and expansion) by identifying the correct DP- s/Sub-DP's to accelerate business growth

- Assist in correct Sales target setting and Forecasting for the channel along with the Sales Head along with Coverage/Territory Planning

- Lead the sales capability and sales automation agenda

- Instrumental in designing and executing RnR programs for Channel partners and field force

- To design and implement the annual trade marketing calendar/Loyalty programs/promotions and schemes (BTL Planning) and ensure it is driven down to the sales team

- Plan and implement the visibility/merchandising plan at the outlet level and creating innovative POSM's as per brand strategy

- Identify trends in business and highlight areas of concern through detailed analysis of retail audit reports

- Key stakeholder in NPD by ensuring new products launches are executed on schedule by working closely with internal and external touch points