Trade Marketing Manager (Customer Marketing)

Responsible to drive end to end Trade (In-shop) Activation and on-ground (consumer) activation for one of the Flagship child nutrition brand of Signutra which is No.1 prescribed brand in the category. Later on he/she will manage other brands which shall be consumerised

Head Quarter: New Delhi

CTC: 27 Lakhs + Performance Bonus

Responsibilities

• Demonstrate deep understanding of consumer, competition, category, and trade channels
• Develop geography specific GTM plan & drive through S&D plan
• Lead consumer (mothers/Kids) and customers (channel partners) interactions
• In conjunction with the Brand and Trade team, formulate winning Customer Marketing strategy which enhances brand saliency and helps in achieving sales & distribution objectives
• Work closely with Traditional Trade & Modern Trade to impact the activation KPIs like instore brand visibility, taste camps etc
• Working on the channel strategy for the flagship brand that how the SOG is derived and following up with the Trade sales for the adherence
• Develop a winning promo offer for the customers/consumers to drive throughput
• Deliver disruptive customer promotion plans channel basis like QPS/VPS Schemes
• Distributor scheme, hygiene corners, loyalty program etc
• Develop shopper insights to win In Store and with our Shoppers/Consumers
• Develop and implement winning Point of Purchase strategies
• 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 brand/s in the market space and train TT and MT employees to execute the way it has to be
• Develop/Work with the local activation agencies to drive consumer activation within the school or outside of the school across relevant hotspots like parks, malls, extracurricular zones) with proper action standards and measurement criteria
• Managing and guiding team of on-ground promoters and dietitians along with local agencies for on-ground activations
• 100% Adherence to Signutra Ethics and Compliance policy.

Qualifications

• Total desirable experience of 8-10 years in the Trade Marketing/ BTL marketing
• Worked in the FMCG/Nutrition/OTC space only and had driven trade marketing in more than 4-5 states
• Understanding of the operating model of Distributors and retailers and their network
• Understanding of how beats are fixed considering consumer highest footfall and how beats are aligned and driven in tandem with Distributors
• Connect with the creative vendor in order to deliver collaterals for the channels
• Understanding of how consumers can be engaged inside the shop 
• Understanding of how consumers can be engaged in an external environment across the hotspots like schools, malls, parks, RWA, extracirricular activity zone etc 
• Person who travel basis on the work requirement without apprehension which can vary from 1 week to 2 weeks to get customer insights and ensure the execution along with guiding the team 
• Coaching and subordinate involvement
• MBA in Marketing from reputed Institute would be an added advantage
• Clear thought process, disruptive thinkers and works with positive aggression.