- JOB PURPOSE:
- Develop winning strategies at point of purchase for ANI brands
- Channel strategy for MT by format type
- Develop Trade Marketing Strategy to help achieve Trade Sales
- Nutrition Advisor and 3P management
- Develop customer activation programmes for all trade channels
- Shopper Insighting and engagement
- Activation programs with shopper
- Drive innovative ways for New users acquisitions in MT /open format stores
- New channel opportunity identification and strategy development.
- Control and accounting of total Trade SGNA for Trade
- Rolling forecast
- Accounts claim management
- HO & Regional control
- Develop a consumer promotion strategy for ATL supported brands
- Sales Strategy and Planning: Route to market strategy for regional accounts, Defining productivity KPIs for the MT, Sales distribution plan for NPI
- KEY RESPONSIBILITIES:
Helping the verticals in the Trade BU meet their top line sales objective
- Work closely with the National Sales Manager – MT , NAMs and regionals KAMs to deliver the sales plan
- Central point of contact between Sales and Marketing to align plans
- Work closely with PND and MND BU Heads on a channel strategy for their brands in pharma, hyper and regional accounts.
- Develop consumer promotion strategy with proper action standards and measurement criteria.
- In conjunction with the brand and BU Trade team formulate a consumer promotion strategy which enhances brand saliency and helps in achieving sales & distribution objectives.
- Deliver consumer promotion plans for Pediasure.
- Develop POP to effectively communicate consumer promotions.
- Develop and implement winning Point of Purchase strategies
- Formulate Point of Purchase strategy in sync with the brand objectives.
- Develop creative agencies/units which specialize in point of purchase design and implementation.
- Arm the field force with innovative POP tools to create heightened visibility for our brands in the market space
- Develop shopper engagement strategy to leverage the shopper/consumer touch points at the point of purchase especially modern trade.
- Develop brand activation programmes in the retail space to maximize reach and shopper interaction.
- Control and manage the ISP program in MT
- Develop category based propositions for key accounts to help ANI drive category growth
- Formulate category based commercial proposition for the key accounts in conjunction with the key accounts team
- Develop category and brand development initiatives for the key accounts.
- Involve in negotiations with key accounts to formulate annual business plans.
- Develop Trade Marketing Strategy to help achieve sales and distribution objectives
- Set up robust trade marketing activity calendar in conjunction with the brand objectives
- Set up system to update key stakeholders on SG&A spends
- Set up evaluation and measurement parameters for Trade Marketing Activities
- Ensure proper documentation of SG&A spends and distributor reimbursements
- Develop channel strategies for existing and new channels.
- Work closely to develop a strategy to motivate distributors / distributor salesmen and get them to drive the ANI business
- Develop a strategy for Chemist channel so as to drive throughput for ANI products
- Work closely with the regions to activate the semi w/s
- Sales plan for NPI and NPI tracking
- Prepare a sales launch plan for all NPI
- Track and measure the NPI launch for the first phase
- Behavioral Competencies Required:
Enable and Drive change
Designing, implementation of plans, including the actions to be taken, their sequence and the responsibilities for each person or group involved. Removing constraints and barriers on action and initiative.
- Introduce the organization to new wow for Customer Marketing
- Challenge existing systems and processes and recommend changes
- Ensure proper controls in all SG&A spends
- Developing People
Having high expectations about the potential of staff and providing them with resources, coaching, feedback, training and stretching responsibilities to develop their capabilities
- Investing in training
- Retaining high performing individuals
- Customer Focus
Focusing the team/organization on adding value to the customers (internal & external) and taking action to build customer/client value.
- Quick resolution of issues
- Providing value to the customer
- Experience/Knowledge/Technical Skills Required:
Education
- University degree with a preference for a post graduate management degree from a renowned university
- Experience :
- Minimum of 6 – 7 years experience in a reputed FMCG Company in the Sales / Marketing function with at least 2-3 years experience in handling key accounts
- Extensive knowledge of marketing and brand plans
- Good grasp of distribution and logistics management
- Understanding of financial and legal regulations
- Skills :
- Sharp negotiation and influencing skills
- Understanding of the Indian retail environment
- Analytical skills
- Networking and strong orientation towards customer management
- Ability to handle pressure in a dynamic environment
- Ability to handle complex and diverse business situations
