Unibic - Deputy General Manager - Customer Marketing Manager (6-10 yrs)

Educational Qualification:

MBA (Specialization in Sales & Marketing) from a Premier B School

Experience:

6 - 8 years (min 2yrs channel experience, prior exp in trade marketing / key account management). Preference: Current exp.

In Modern Trade working as customer marketing/trade marketing/ key accounts manager .

Purpose Of The Role Key conduit between marketing, sales and customer team. Works as strategy and insights arm of the channel.

Ensures GTM planning & execution, A&SP management, building categories in MT and working closely with MT customers to build brand/category basis shopper/retail insights.

Key Responsibilities :

- Category development : - Responsible for revenue, growth, demand planning and business development for set of categories

- Work closely with marketing team on understanding categories, brand levers, consumer & shopper insights, channel plans and brief on shopper & retail expectations/opportunities

- Develop a joint brand-channel activity calendar for building the categories

- New product launches, brand led activations and visibility planning :

- Design and execute Go To Market (GTM) strategy for new launches/re-launches/ key brands - Develop and execute brand activations in close coordination with KAMs, Ops and Customer team

- Developing visibility elements for the channel by understanding brand levers, customer needs and terms of trade; and lead execution of the same

- Insighting and Actioning :

- MT customer / Key Accounts Manager / MT Sales :

- Work closely with MT customers, Key account managers and Ops team (area heads) to understand shopper, field and retail levers

- Provide adequate data and market intelligence to key accounts to meet the Joint Business Plan

- Joint working with customer category managers, marketing team, insights team and retail data to understand & build on shopper/retail insights and bring out opportunities

- Channel development projects and data insighting :

- Assess potential for special packs and work on the development of the same with the cross-functional team

- Work on shopper insights led category management

- Work on projects to lead innovation in channel : product mix (combos), promotions, visibility, systems & processes and channel activations

- Research and data analysis on offtake data, shopper retail data, nielsen etc. Lead insighting into action

- Manage Analytics agency and lead Ecomm Data points like Pincode coverage, OSA, Promo percentage, discount etc., KPI's being tracked through crawler and lead necessary actions with relevant Stakeholders accordingly

- Promotion and A&SP Management

- Design shopper promotion along with KAM and Ops

- Responsible for A&SP / spends management for the set of categories. Stringent check & tracking of the same.

- ROI check and pre-post evaluation of spends, promotions, visibility and activations. And recommend improvement to aid higher returns and shopper-category impact