Zonal Trade Marketing Manager - FMCG - IIM/FMS/MDI/XLRI

Based at Ghaziabad - Will be responsible for UP, MP & Bihar

In-Direct reporters : SMM/SME of the states

Co-ordinates : HO: Marketing

Position report into CBH of the respective zone

POSITION RESPONSIBLE FOR - 

Planning and Executing various BTL

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

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

- The 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

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.

Chilled Equipment Management

- Identification of weighted outlets for placements of Chilled pieces of 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

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

Market Analyses & Competition

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

- Internal & external Benchmarking 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

Vendor Management :

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

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.

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 objectives

- Flexibility : High

Profile of candidate:

Age : 30-40 years

Education : MBA from reputed Business School

Experience : Minimum 8+ years in reputed FMCG company/companies