Regional Trade Marketing Manager - Consumer Products Business (4-7 yrs)

Regional Trade Marketing Manager - Bangalore

- We are sourcing for the position of Regional Trade Marketing Manager for the Consumer Products business of the Himalaya Wellness.

- Himalaya Wellness is a 93+ yrs old company with a turnover exceeding - 35.5 billion (US$440 million) (FY21) with 10000+ employees.

- For more information on the organization, we would request you to visit the following url: Website: https://himalayawellness.in/

Category : Personal Care.

The details of the all the positions are given below:

Position: Regional Trade Marketing Manager - South (will be designated as Branch Customer Marketing Manager)

Reporting to: Branch Manager (Zonal Head- entire South)

Based Location: Bangalore

Purpose of the Role:

Drive the customer marketing strategy for the branch inline with the overall category and channel objectives influencing top line achievement, ROI on trade spend leading to profitable growth.

Key Result Areas:

Planning and sales delivery:

- Responsible for top line business number for assigned categories.

- Breakdown customer marketing plans at region/state/area level and convert into building blocks for month business delivery; provide updates on the same on agreed timelines.

- Collaborate & co-ordinate with respective category marketing teams to execute the brand wise/channel wise/state wise value & volume plans.

- Analyze data, derive insights and devise region and area specific plans to drive categories goals, market share objective and sales performance.

- Effectively execute loyalty programs across the branch. Coordinate with central team for any market context based customizations

- Channel level planning, monitoring and execution for the branch.

BTL Planning and implementation:

- Managing the BTL budgets and plans for the branch among various regions and track utilization

- Drive effective implementation of BTL plans for various categories towards achievement of business objectives.

- Share inputs/insights on effectiveness of scheme crafted for the branch to the central team basis on ground feedback.

New product launches:

- Drive the implementation of the new product launches at the branch level in accordance to the plan laid out by the central w.r.t visibility criteria, distribution targets, trade and incentive schemes

- Contribute inputs/insight related to any change in incentive structure if required for channel partners and field teams during launch of new products

- Ensure communication & adherence to SOPs relating to new product launches across the sales team.

- Ensure adequate stock availability at CFAs as per NPD plan prior to launch.

Visibility:

- Tracking POSM material movement from CFA to distributors and onward to trade.

- Ensure branding for wholesaler/retailer outlets in accordance with brand guidelines and SOPs

- Ensure effective deployment of right resources w.r.t. merchandising and promotional activities to improve overall growth.

- Recruit, train and track the KPIs of merchandizers as per plan laid out by the central team

- Effectively execute in-store POSM for e.g. category dressing, FSUs etc. at large outlets

- Develop and manage 3P vendors for in-store visibility solutions

Performance monitoring and improvement:

- Provide business performance KPIs across categories along with specific actions to be undertaken by branches towards achieving objectives.

- Monitor and analyze campaign performance, track key performance indicators (KPIs), and make data-driven recommendations for optimizations.

- Monitor market trends and competitor activities, providing insights and recommendations to enhance trade marketing strategies.

- Leverage technology and tools as an important differentiator to drive efficiency and effectiveness of programs

Key Performance Goals:

- Achievement of branch sales target (Urban & Rural)

- NPD and loyalty Programme Deliverables

- Improvement in market share across product lines and market coverage

- Adherence to BTL budgets

- Improvement in ROI of trade spends

- Adherence to visibility norms across outlets

Competencies:

- Category management Intermediate

- ROI mindsets focusing on cost and value management Intermediate

- Data & Analytics Driven Decision marking Advanced

- Understanding & leveraging shopper mindset Intermediate

- Championing system & processes Intermediate

- Trade marketing excellence through In-store Execution Advanced

- Fostering relationships with internal and external stakeholders Intermediate

- Coach & high performing teams