About the Role
The position supports the Manager Trade Marketing in executing all trade marketing activities for assigned categories while ensuring the smooth execution of these initiatives. The role handles sales and operations for the business unit, coordinating with the sales team to conduct promotional activities and meet agreed volumes, market executions, and on-shelf availability (OSA) targets.
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Roles & Responsibilities
- Collaborate closely with the Manager Trade Marketing to develop the Route to Market (RTM) strategy document to implement the operating plan and strategy necessary to achieve the assigned categories’ business targets.
- Assist the Head of Sales – Modern Trade and the Manager – Trade Marketing in creating short-term and long-term channel sales strategies for Modern Trade customers.
- Ensure daily issuance of sales tracking reports at the category level and monthly updates of targets based on aligned forecasts to drive sales objectives.
- Maintain the customer master database, validating relevant documents (e.g., trade license, passport copy, credit limit information) before entry.
- Ensure data accuracy and consistency in the customer database in agreement with stakeholders.
- Create and analyze customer master data reports to study customer trends.
- Coordinate with the sales team regionally, ensuring that employees are appropriately trained in Management Information Systems (MIS) for customer master database accuracy.
- Ensure the annual update of the RTM document.
- Maintain a high field capability score (FCS) by ensuring effective field activities and training sales representatives to enhance the score.
- Drive FCS across assigned markets, issuing daily FCS Trackers and organizing monthly review sessions with the sales team to monitor ongoing performance.
- Ensure on-shelf availability (OSA) and track reports for General Trade (GT) and Modern Trade (MT) at the category level.
- Achieve effective coverage targets regionally, confirming all retailers are catered to and tracking reports for presentation to stakeholders.
- Support the Manager – Trade Marketing in developing and producing promotional displays and in-store promotional activities across channels.
- Track Trade Marketing expenses as agreed for category execution at the customer level; accompany the Manager – Trade Marketing during market visits to audit merchandising and trade marketing execution at Modern Trade stores.
- Formulate journey plans for salespersons and plan effective sales routes to ensure maximum coverage.
- Forecast and plan targets for upcoming months, assisting category teams in cascading targets to sales representatives.
- Collaborate with the sales team to ensure trade marketing strategies align with sales objectives.
- Prepare quarterly and monthly business review reports and presentations by coordinating with relevant departments.
- Oversee the development of systems and policies to enhance employee capability.
- Allocate work to subordinates, nominate for training per guidelines, conduct performance reviews, and manage leave and overtime for efficiency.
- Drive team engagement and satisfaction by conducting periodic meetings to discuss achievements and address employee issues.
- Supervise direct reports in day-to-day tasks and guide them in performance management by providing feedback and counseling; offer recommendations to HR on hiring and promotions.
Key Performance Indicators (KPIs)
- On-shelf availability (OSA)
- Achievement of annual sales target
- Development and bi-annual update of RTM documents
- Coverage setup as per RTM
- Achieving 80% Efficient Coverage of direct coverage
- Trade Marketing Investment (TMI) budget management and maintenance in Siebel
- Forecast accuracy
- Stock freshness
Work Experience Requirement
- A minimum of 6 years of relevant experience, including specific trade marketing experience within the FMCG industry.
Qualification
- Bachelor’s degree in Marketing.
- MBA or Post-Graduate Diploma in Management with a specialization in Marketing from a reputed university is preferred.
Competencies
- Knowledge of Value Chain Management, Trade Marketing, and Category Management.
- Ability in Sales and Distribution Strategy Management.
- Understanding of Consumer Behavior in both B2B and B2C contexts.
- Familiarity with International and/or Local Laws and Regulations.
- Effective communication skills.
- Strong self and team management abilities.
- Planning and decision-making proficiency.
- Customer centricity and ownership with a result-oriented mindset.
