Zonal Manager - Trade Marketing - FMCG

JOB PROFILE - Zonal Trade Marketing Manager

In-Direct reportees : SMM/SME of the states (Zone Wise)

Co-ordinates : HO: Marketing

Position report into : CBH of respective zone

POSITION RESPONSIBLE FOR :
 
1) Planning and Executing various BTL :

Planning, Managing & Optimizing Trade Marketing spends across channels to achieve overall business targets - delivering the expectations from activation and ensuring overall budget compliance for the entire zone/states

2) Visibility Strategy & Category Management :

- Analyzing & planning of brand wise visibility in all channels with the channel wise visibility programs like window hiring, wall painting, shop boards & sun packs

- Campaign led displays with permanent, semi-durable or other material.

- Channel wise visibility strategy with range of options which helps in off-take generation and create right stock pressure in the market.

- Customize and execution of Plano-grams for impactful shelf visibility in Visi-outlets, weighted & program outlets

- Track sustainability visibility through retention & effectiveness in each market and channel type

- Vendor management for various trade & visibility activations in all channels

3) Market Visibility & POS Execution & its Management :

- Execution of POS material by channel, both for cyclic and permanent visibility

- Sources and manages external suppliers to develop and deliver POS materials

- Ensure correct quality, quantity and distribution of POS materials in all markets on time.

- Develop campaign led & packaging led or promo led POS for regular & occasions based brand wise activation.

4) Chilled Equipment Management :

- Identification of weighted outlets for placements of Chilled equipment (visi-coolers) in co-ordination with state teams

- Co-ordination with equipment supplier and state team for flawless placement and execution

- Maintaining purity at all times and periodic check on machine serviceability

- Post placements volume output tracking

5) New Product Launches :

Responsible for New Product Launches in co-ordination with Mktg/CBH/BH in the region/states

- Coordinate with cross functional teams to plan launch conferences & builds excitement before & after launch phases.

- Work on key POS levers for market visibility during & after launch

- Ensuring Placement guidelines

- Sampling Activities,

- Tracking the performance of new products and ensure execution

6) Market Analyses & Competition :

- Develop strong understanding of consumer, competitive and brand health through internal & external data sources like Nielsen.

- Internal & external Bench marking of brands below the line marketing strategies efficiency and effectiveness in terms of building brand imagery as well as driving sales.

- Maintains updated knowledge of consumer behavior, products, competitive position and related market trends

7) Vendor Management :

- Local vendor development, coordination, timely execution as per guidelines and within budget.

8) Competition activity :

- Brand SKU wise analysis of visibility elements of competition

- Competition MRP and scheme changes in the region/state periodically

- Retail Audit - Time to Time visit at dealer counter to ensure proper display of product & utilization of marketing material by sales team and channel partners.

9) Budget Management :

- Planning of monthly & quarterly visibility planning with zonal and state heads

- Analysis of effective utilization of visibility budget on POS & visibility payouts

- Budgeting Vs utilization of store level visibility in temporary & permanent visibility

- Analysis of spends in all channels & its effective usage for volume growths

Soft skills required :

Communication : Effective communication skills are pre-requisite for efficient handling of this role

Focused : He need high energy and focus to meet BTL/ATL objectives

Flexibility : High

Profile of candidate :

Age : 30-40 years

Education : MBA from reputed Business School

Experience : Minimum 5+ years in reputed FMCG/Beverage companies