National Customer Marketing Manager

Abbott Laboratories

6 - 7 years

4 - 8 Lacs

hyderābād

Posted:1 day ago| Platform: GlassDoor logo

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Skills Required

marketing strategies strategy nutrition drive accounting planning measurement design engagement development evaluation documentation sequence constraints controls coaching training management logistics negotiation networking

Work Mode

On-site

Job Type

Part Time

Job Description

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

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