Shopper Marketing Manager - FMCG/Retail/CPG Industry (7-13 yrs)

About:

- We are in the process of sourcing a Shopper Marketing Manager for Himalaya's consumer products business. This role will be based at Bengaluru (Makali) and will report to the Head of Customer Marketing.

- This is a new role in the organization and Himalaya is ideally looking at Premier B School graduates working in the Retail, Luxury, Beauty and Wellness or FMCG/ CPG industry.

Purpose of the role: This role will drive the shopper marketing strategy by working with sales & marketing teams to create a roadmap in line with the overall business objectives, influencing topline achievement and ROI on in-store investments leading to profitable growth.

Key Responsibilities:

Planning and Operations:

- Plan and deploy initiatives in line with the sales and marketing strategy including right in-store activations to enhance shopper experience

- Analyze shopper data, derive insights and craft the in-store strategy towards a) visibility on primary shelves & b) secondary visibility at appropriate locations in store by capturing shopper movement patterns.

- Formulate plans across channels and ensure effective tracking and monitoring for effective ROI and accomplishments of targets

- Identification of white spaces for business growth

Category & Portfolio Development:

- Drive the implementation of the in-store execution plans for new product launches in accordance to the sales and marketing agenda for success

- Plan and promote product/category specific shopper solutions for successful achievement of metrics like shopper loyalty, visibility, market share

- Analyze, identify opportunity and craft solutions to drive up-selling and cross-selling of SKUs/brands in the portfolio

- Identify and bring insights on SKU trends in the respective categories

- Govern and improve the overall ROI on consumer promotions

- Collaborate with channel teams in engaging with key accounts to provide solutions that build/develop categories

Shopper Experience & Improvement:

- Monitor and analyze shopper experience, track key performance indicators (KPIs), and make data-driven recommendations.

- Monitor market trends and competitor activities, providing insights and recommendations to enhance in-store execution strategies.

- Collaborate with marketing and provide inputs on best in class POSM solutions deployed in market.

- Collaborate with marketing to understand brand guidelines to develop planogramming guide

- Create a playbook and execute the same for in-store Trials/Sampling/Beauty Counselling operations

- Leverage technology and tools as an important differentiator to drive efficiency and effectiveness of programs pertaining to shopper experience in the stores

Cross-functional Collaboration: Drive best-in-class shopper experience by collaborating with stakeholders in sales and marketing for effective planning & implementation of shopper marketing agendas and recommending improvement interventions for on-shelf and in-store presence leading to sales growth.

Key Performance Goals:

- Achievement of assigned sales growth and demand generation targets

- Achievement of core category & new product KPIs

- Improvement in ROI of shopper marketing spends

- Adherence to plan programming norms across stores

Internal Interfaces: Branch Sales Teams, Marketing Teams (Brand Team, Category Team), Customer Marketing Managers, Channel Teams- NMT.

External Interfaces: Agencies for in-store activations, agencies for technology solutions.