Trade Marketing Head

1) Job Purpose: This role has to design and drive trade Marketing inaitives at the zone and ensure awareness for the brand with consistent brand language across network and influencer touch points with a perspective of business generation for the Zone.

2) Job Context & Major Challenges: UltraTech is a national player in the category with a clear prominence over other brands. Given the dynamics of the category a lot of planning and execution in marketing happens at Zonal level with a substantial Marketing budget for each zone. The role is historically being seen as Services department, while it surely should continue working hand-in-hand with Sales & Technical functions to achieve business objectives, the need of the hour is that zonal marketing team should also understand & implement strategies beyond their past level of influnece to fasten the pace of growth and remain ahead of the competition all the time through marketing efforts & thus this role has gain tremendous prominence
The job holder needs to lead & direct all trade marketing activities & intiatives at the zone; would act as an extended arm of the Central Marketing Team. This role needs to ensure that the brand language is consistent across all touch points, adherence to the brand guidelines, address issues arising out of regional dynamics.

Team working , vendor management, understanding of Channel Partner management, understanding of sales generation, business development, lead generation & sales potential mapping, well acquainted to regions within the zone are few of the prerequisites of this job role. A good mix of sales and marketing experience will be ideal for the incumbent of this profile.

Key Result Areas Supporting Actions

1. Roll out Brand Track Interpretation for the Regional Stakeholders.
2. Lead the deployment (wholesaler/ retailer specific) of the action plan for the Zone/multi-regions.

Trade Related Marketing Plans

1. Develop local marketing programs to solve for problems specific to the zone at network platforms in consulation with ZBBH
2. Develop and propose marketing budget for the zone basis competition benchmarking and growth requirements; monitor adherance to the approved plan and budget (wholesaler/ retailer specific)
3. Assist ZBBH in developing the annual marketing calendar for the zonal trade marketing activities including event tie-ups, channel promotions and other visibility initiatives the organization needs to undertake
4. Manage and drive all the network events/meets and bring alive the brand story into it.
5. Monitor the business environment on a continuous basis to identify, analyse and capture market trends and share the findings with Zonal BB head

Adherance to HO Marketing brand guidelines and ways of working

1. Ensure grassrool level awareness of all marketing initiatives & activities (executed centrally or at Zone) across all zonal functions
2. Maintain uniform Brand Codes as stipulated by the Central BB & BD team

Influence and exhibit data and insights driven marketing approach at zonal level

1. Spend substantial time in market visiting IHBs, Dealers , Masons and Contractors and share reports with ZBBH and central marketing team. Identify scope of improvement for marketing and act on it
2. Adherence on the Zonal BTL budget and ensuring that the investments are utilized in line with Brand Strategy and Zonal Priorities
3. Propose and measure every new initiative in the zone on the basis of RR, Shelf Share, NR and market share

BTL Budget utilization and process adherance

1. Understand branding guidelines and ensure accurate reflection of brand identity in all marketing initiatives undertaken in the Region w.r.t wholesalers and retailers
2. Partner with local vendors to customize brand creatives to local requirements while ensuring alignment with corporate guidelines
3. Drive execution of the BTL marketing activities including event tie-ups, dealer and retailer promotions and other visibility initiatives
4. Work closely with Zonal Sales teams to plan and execute new product launches including development of collateral for partners and launch events.
5. Build and nurture strong relationship with agency partners to facilitate seamless collaboration and execution of marketing initiatives for trade
6. Collaborate with the commercial team to ensure all planned activities are in sync with brand imagery (quality), adhere to timelines, include after-sales service considerations if applicable, and stay within budget.
7. Enagage and develop vendors to guarantee high quality and timely output
8. Ensure maintenance and updation of detailed documentation and MIS reports on all branding related activities
9. Ensure adherence to all legal requirements associated with events

People Related

1. Build and effectively manage relationships with agency partners and Regional Execution Managers
2. Guiding and helping the Regional marketing executives to drive on ground trade facing initiatives