Emami - Customer Marketing Manager - Modern Trade & eCommerce (7-10 yrs)

Position Title Customer Marketing Manager ( Modern Trade & Ecommerce)

Department: Domestic Sales & Distribution Business Unit: Corporate -CCD

Location: Kolkata Grade / Level

Purpose of the Position:

This position is responsible for:

- Developing trade marketing budgets and driving Trade marketing plan and activities for Modern Trade and E-commerce Trade to achieve Top Line & Bottom Line objectives for the assigned Brands of CCD.

- Aligning all brand plans with MT Head and KAMs and developing brand calendars and ensuring cocreation and co-designing all marketing initiatives (consumer offers, promotions, events and visibility elements) for all Point of Sales (POS).

- Building and managing relationships with key customer(s) at national level and supports development of Joint Business Plan with customers.

- Developing trade scheme / incentive structure basis market requirements and budgets to engage trade partners and review utility of the schemes/ interventions rolled out against desired outcome.

Job Description:

Detailed Responsibilities:

- Process/Sub Process Responsibilities/Activities.

- Planning and Budgeting Set targets and leads the full year business planning and trade budgeting activity in co-ordination with Cross Functional team/heads for Modern Trade and E Commerce channel for the achieving Top Line and Bottom Line for the assigned Brands.

- Monitors final execution of New Product launch rollout, channel activations, GTM strategy and trade marketing initiatives and full year business outlook for the product.

- Anchors the SNOP process for the brands managed, to access the forecast for stock against book target to operate at Monthly Operating Plan for Modern.

- Trade and E-Commerce trade channel.

- Develops trade marketing budgets as per brand / channel /region and ensures standards to measure and monitor trade spends.

- Joint Business Planning (JBP).

- Supports development of Joint Business Plan for top national account and aligns Brand & Key Account on driving for top line performance of the Brand.

- Ensures roping in investment for various brands to drive the Brand imagery and drives fill rates for all the JBP account.

- Trade Marketing

- Interventions Design and Roll out.

- Designs rolling plan of promotions/ consumer offers in discussion with Marketing team and KAMs.

- Conceptualizes and designs brand intervention for the month/ quarter/ season basis market intelligence and allotted brand budget to put in place a proper shopper visibility elements strategy and seasonal loading plans for the respective brand.

- Identifies and develops vendors to support in design and development of marketing/promotion initiatives / merchandizing elements for MT outlets.

- Develops a PAN India metrics of vendors to procure the shopper visibility elements and ensuring the execution across the shortlisted stores.

- Finalizes brief, design, quotation and timelines for the development of marketing /POS materials to ensure high quality and cost effective delivery of the same.

- Formulates and plans execution and takeoff of timely launch plan for the New Products for the year and provides support with post launch activities.

- Promoter & Merchandiser.

- Engagement.

- Monitors deployment of Promoter to the relevant MT stores and maintains periodic review the performance for these stores.

- Conceptualizes the rollout of focused Loyalty program for Standalone Modern trade channel to increase companys business share in this channel and develops incentive structures for Promoter and Merchandiser.

- Sales and Promotion.

- Analyses the performance of marketing interventions/ innovative material collaterals/merchandizing materials on the business of the MT outlets executed for efficient visibility.

- Presents Trade Scheme Utilization Metrics - review utility of the schemes/ interventions rolled out against desired outcome and simplifies trade inputs to enhance on field communication to trade.

Job Description:

- Reviews the monthly MIS on trade spends utilization and takes corrective actions to maintain the right ROI for trade spends and effective utilization of the same as per allotted budget.

- Presents and updates team and reporting senior with Business updates and MIS in terms of growth and targets set, timeline trackers on on-going activities, Key distribution metrics , general market scenario and competition performance etc.

- Team Development Motivates and guides team across on key aspects of the function for performance improvement and efficient service delivery.

Educational Qualification Requirements:

Qualification: MBA Qualification

Specialization: (if any) Sales & Marketing

Work Experience Requirements:

Key Internal Interface:

- (Departments / Designations, this position needs to interface within the organization to accomplish its task effectively).

Key External Interface:

- (Public Departments / External Agencies, this position needs to interface outside the organization to accomplish its task effectively).

- Marketing/Brand Team.

- Merchandizing Vendor / Promoter.

- Domestic SCM.

- Modern Trade Key Accounts.

- Depot Commercial.

- E-Commerce Accounts.

- Shared Services.

- Market Research Agency.

Job Description:

- Knowledge & Skills Required (Functional / Technical & Behavioural ).

- (Functional / technical / behavioral competencies which are required for this role to be effective).

Skills required for this position:

- Sales Process and Strategy.

- Result Orientation.

- Supply Chain Process Knowledge.

- Analytical Thinking.

- Key Accounts Management.

- Customer Orientation (External & Internal).

- Branding & Strategy.

- Trade Marketing.

- Team Working and Leadership.

- Consumer Behaviour.

- Innovation.

- Sales Development.

- Strategic Orientation.

- Understanding of Markets, Customer segments and Sales Channels (Consumer care products).

- Build and Leverage Network.

- Commercial Acumen.