Regional Customer Marketing Manager - OTC - East

The incumbent would be responsible for the following - for select brand portfolio

- Retailer & Shopper Insights: Develop a strategic actionable plan by:

- Identifying and developing shopper insights in priority channels/customers

- Identifying Category / Channel Point of purchase drivers, barriers, purchase decision tree, purchase process, influencers, etc.

- Develop consumer point of buying propositions based on deep retailer and shopper understanding

- Customer Value Propositions: Drive value propositions by introducing conceptual sell-in for trade partners. Develop trade schemes in line with market needs, competition actions and marketing budgets

- Planning: Drive strategic trade calendar for ensuring competitive advantage (in wholesale, distributors, chemists) by designing Channel specific schemes and engagement plans

- In-Store Activation: Ensure seamless interface between planning & execution, and drive speed to market for existing lines and extensions by:

- Driving sales conversion in-store via shopper activation & BTL activities

- Preparing an in-store merchandising strategy and driving implementation

- Identify right Agency partners, develop their scope & reward systems, and tracking mechanisms

- Designing, developing & ensuring quality implementation for all POSM for better in-store communication

- Budget Management & ROI: Ensure that execution is seamless across the country and across divisions while making sure that

- Ensure effective and efficient spending of the central budget and regular monitoring and tracking of the return of investment on the same

- Trade marketing budget allocated for the categories, regions & channels is being adhered to strictly

- Local feedback is being taken into account by regular visits to the sales teams, customers and stores, to constantly upgrade the ROI, while ensuring quality of programs

KEY DELIVERABLES:

- Improving market share through consistently driving both numeric and weighted distribution, and share of shelf & displays, via targeted programs

- Collaborating closely with the sales team to ensure that trade marketing strategies are aligned with sales objectives and revenue targets.

- Driving sales for select brand portfolio while tracking Return on Trade (BTL) Investment - for existing lines and extensions.

- Excellent execution of trade programs and in-store activations