Tata Consumer Product - Director - Category Development - Packaged Beverages & Organic India (10-15 yrs)

Key Deliverables in this role :

Financial Outcomes

- Understand and arrive at key insights that drive shopper behavior to leverage into business growth

- Deliver strong performance in essential core categories to meet our annual revenue goals for existing as well as emerging categories.

- Delivering EBIT goals aligned for GT Channel across categories.

- Champion initiatives focused on enhancing productivity at the frontline by implementing measurement and incentivization strategies for pertinent metrics within the Sell-In strategy.

- Attaining EBIT objectives harmoniously orchestrated across an array of categories within the GT Channel and other programs.

- Develop and Implement the Top Outlet strategy for the organization both in Grocery Retail, SAMT and Wholesale.

- Plan, Control and Efficiently Deploy budgets for brand building activities in trade:

- Plan the Trade Marketing Budget for the category/brands for all channels.

- Monitor and share rolling FC on all A&P spend pools.

- Devise process and share forward rolling 3 monthly activity calendar to enable forecasting by sales teams

- Operate within planned budgets and judiciously invest in activities to drive brand growth.

The end-to-end process of planning, budgeting, executing, and reviewing Below-The-Line (BTL) budgets

- Critical anchor for entire Category planning and implementation for the organization in GT

- Work jointly with Sales Finance Head & team members to monitor and deliver on all financial goals lined up for GT Channel

Customer Service

- Sell-out: Identify gaps and streamline merchandizing process, and develop solutions to improve DSR productivity for priority beats

- Develop and execute the Sell-Out strategy, establishing compelling brand connections with shoppers at the crucial point of purchase. Deliver outstanding brand campaigns in-store that captivate and resonate with our target shoppers. This entails:

- Collaborating seamlessly with brand teams and agencies to construct potent activation platforms.

- Spearheading innovation initiatives to heighten brand visibility among our desired shopper demographics.

- Crafting distinctive Point of Sales Materials tailored to each channel, designed to stand out from the crowd and provide a unified visual identity for our campaigns. Develop a Point of Purchase (POP) vision that reinforces brand and category messaging while bringing our brand's essence to life within the store.

- Devising programs and overseeing plans that inspire and invigorate our sales organization, including our distributor sales team, through activities such as off-site events, product launches, sales incentives, conventions, and team building activities.

- Collaboratively craft the Sales & Distribution (Go-To-Market) Strategy in partnership with regional teams, facilitating top-tier market and outlet coverage, as well as weighted distribution for TCPL Brands. Continuously engage with field teams to guarantee the punctual and high-quality execution of these strategies.

- Undertaking initiatives aimed at enhancing key input metrics such as UOB (Units on Order), Bills Cut, and Lines Cut

Internal Processes

Responsible for:

- Trade marketing spends and BTL activity for Packaged Beverages & Organic India categories

- Deliver on projects to drive sales effectiveness and market share improvement across categories

- Collaboratively craft the Sales & Distribution (Go-To-Market) Strategy in partnership with regional teams, facilitating top-tier market and outlet coverage, as well as weighted distribution for TCPL Brands. Continuously engage with field teams to guarantee the punctual and high-quality execution of these strategies.

- Work jointly with channel development team and devise strategies to deliver all critical goals set for GT channel.

- Examine industry and competition's best practices to establish benchmarks, and consistently innovate to enhance sales systems and processes for increased efficiency and productivity.

- Anchors the entire planning and GTM for new launches.

- Ensure the attainment of the prescribed index score, a pivotal aspect of our Execution Scorecard

- Strategically planning and executing cyclical activities

- Anchors the entire planning and GTM for Beverages Innovation categories

The comprehensive management of pricing and promotional strategies across GT.

Innovation and Learning

Category development:

- Plan and drive category specific initiatives and strategies to grow sales

- Central planning of category specific requirements (e.g., demand planning, forecasting) to meet overall targets, and development of category specific strategies (in conjunction with Marketing, RGM and GT Cluster teams)

- New product launch / Exclusive SKU's for the channel: Build robust plans for all NPD's / exclusive Channel SKU's with key focus on retail planning basis

- Utilize Business Intelligence and Analytics to thoroughly investigate and assimilate pertinent data and insights encompassing shoppers, customers, and channels. This analysis serves as a foundation for identifying growth opportunities within our category and brand portfolios

- Work jointly with Digital function team members to leverage technology and data for simplifying key business processes and maximizing insights for key business decisions. Work towards best-in-class leverage of data to minimize operational tasks for field sales team members, including simplifying the job to be done for a DSR in any store.

Critical success factors for the Role

- MBA with 10+ years of relevant work experience in reputed FMCG organizations

- Understanding & knowledge of Sales & Distribution systems, understanding of GT systems, trade marketing and category development

Desirable success factors for the Role

- Proven and Deep knowledge of Sales and Distribution - budget, planning and operational control.

- Knowledge of trade & shopper marketing and linkage with trade, along with strong experience in delivering P&L goals

- Experience of working with GTM business to drive schemes and plans

- Comfortable with handling ambiguity & cross functional stakeholder management

- Keen interest and knowledge of digital solutions to improve sales processes and maximize data led insights.