Orkla India - General Manager - Trade Marketing

General Manager - Trade Marketing (Eastern BU)

Main challenges in this position:

- To develop and implement Trade Marketing Strategy pan India to achieve defined sales targets across all product categories

- Design Go-To-Market strategy along with marketing for New product launches with defined sell in norms and execution KPI's

- Design and ensure execution of BTL activities (rural/urban in market activations, POSMs) in line with company strategy

- Increase effectiveness of BTL activations by ensuring 100% strategy execution.

- Leading all digitization and automation projects for the organization in sales and trade marketing verticals

- Work closely with sales heads to forecast for next 3-6 months on the basis of planned trade spends

- Establish Trade Marketing infrastructure across all zones.

- Ensuring alignment across the Sales and Marketing organizations on field sales needs and marketing initiatives.

- Putting in place, monitor and improve processes to link all Marketing activities with the activities of the Field Sales team

Responsibility and Mandate:

- Planning & Optimum utilization of Trade spends budget with effective sell-in and sell out activities

- Design Trade marketing calendar for schemes, BTL activations for full year and ensure its execution

- Lead the team of Regional Trade marketing managers to implement the trade marketing calendar and execute BTL plans in respective regions as per company plans

- Monthly review of team members to ensure trade spends are in line with planned spends

- Responsible for development, execution, and performance of all programs designed to increase presence and ultimate take-away.

- Responsible for the development, deployment & monitoring of all programs designed to enhance 4P strategies.

- Manage and evaluate trade promotion activations to ensure maximum returns.

- Co-ordination and communication of product price and pack changes.

- Ensure 100% implementation of all trade schemes in operation.

- Build trade marketing infrastructure in the region by developing sound systems and processes required to deliver marketing effectiveness.

- Formulating merchandising strategy for Modern trade channel across all zones.

- Act as an information pool for competitor activities across major categories and support Category Management team.

- Study competitor marketing and promotion strategies and pre-empt the same whenever possible.

- Analyze the Channel wise and category wise output of the sales in each locations to initiate the strategies that can be done to improve the overall sales of the product.

- Analyze various consumer data that has been collected through market research and BTL activities. Also conduct pre & post promo analysis. Study the impact of schemes/ consumer promos on external offtake & household penetration data.

- Tracking and analyzing all key Nielsen metrics and deriving insights to design plans to gain market shares/numeric distribution with focused action plans

- Driving principles for in-store brand activation and developing trade promotional calendars for Modern Trade.

- Evaluate specific needs of field sales teams in all zones and translate into marketing programs.

- Conduct trainings from time to time for the sales team w.r.t. BTL activations.

- Contribute towards brand planning process and marketing calendar development.

- Initiate cross promotion with other brands that are closely associated with the particular product category or key accounts.

- Responsible for designing launch initiatives of all NPD. Decide & monitor placement norms.

Main Tasks and/or Projects:

- Establishing systems, process and desired trade marketing infrastructure across all zones.

- Planning and delivering monthly and quarterly targets for key KPI's like distribution, visibility drives, loyalty program performance

- Planning and delivering monthly and quarterly targets for key KPI's like distribution, visibility drives, loyalty program performance

- Planning & activating of all BTL activities includes, visibility drives, rural sales activations, samplings, loyalty programs, QPS etc.

- Initiate Loyalty Programme in various channels - Example KNKT & AP (wholesale engagement Programme). Key outlet activation in other Top towns of TN/WEST/NORTH/ North East States.

- Merchandising strategy & BTL activities across channels. Working with sales team to understand the need of POSM materials, and then execute all implementation of POSM (design, production, logistic, how to fill strategies etc.).

- Effective execution of New Product launches.

- Initiate secondary online billing /base work.

- Understanding of ECO/BILLS/LINES/BE.

Candidate Profile:

- MBA

Experience:

1. 8+ years of overall experience in Field Sales/Trade Marketing in FMCG, preferably Foods.

2. 4+ years of experience in Trade Marketing.

3. Experience in new launches and building new brands.

4. Proven experience in establishing Trade Marketing infrastructure.

5. Channel sales understanding - URBAN / RURAL /GT/MT - Categorization of O/L (Key grosser / Mass grosser/ E&D/O/L / Pan / Ch / Cosmetic -PS).