Job Description

Position Title: Customer Marketing Manager - Modern Trade

Function: Sales

Key Stakeholders:

Internal:

 Head Modern Trade,

 ASMs/ASEs -Modern Trade,

 Brand Team,

 Key accounts manager,

 Supply Chain and Commercial

External:

 Category Heads / Managers of Retail Chains,

 BTL and activations agencies,

 Purchase Heads - Commercial Mangers

Educational Qualification: MBA (Specialization in Sales & Marketing) from a Premier B

School

Experience: 5 - 7 years (min 2yrs channel experience, prior exp in trademarketing / key account

management) if from a Prem B School, 5-7 years years if otherwise

Preference: Current exp. In Modern Trade working as customer marketing/trademarketing/ 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 wih MT customers to build brand/category basis shopper/retail insights.

Key Responsibilities:

1.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

2.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

3.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

4.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

5.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