About the Role
This position involves supporting the Manager of Trade Marketing in the execution of all trade marketing activities for assigned categories. The role also encompasses handling sales and operations within the business unit, collaborating with the sales team to conduct promotional activities and achieve agreed volumes, market executions, and on-shelf availability (OSA) targets.
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Roles & Responsibilities
- Work closely with the Manager Trade Marketing to develop the Route-to-Market (RTM) strategy document to implement the operating plan and achieve assigned category business targets.
- Support the Head of Sales – Modern Trade and the Manager – Trade Marketing in formulating both short-term and long-term channel sales strategies for Modern Trade customers.
- Ensure daily issuance of sales tracking reports at the category level and update targets monthly based on aligned forecasts to drive sales objectives.
- Maintain the customer master database, ensuring all relevant documents such as trade licenses and credit limits are validated prior to data entry.
- Ensure accuracy, consistency, and agreement of data in the customer database with relevant stakeholders.
- Create and analyze customer master data reports to study customer trends.
- Coordinate with the sales team to provide appropriate training and enhance understanding of Management Information Systems (MIS) for the accuracy of the customer master database.
- Ensure annual updates of the RTM document.
- Maintain a high field capability score (FCS) by enhancing the effectiveness of field activities and training sales representatives to improve scores.
- Drive FCS across assigned markets with daily issuance of FCS Tracker and organize monthly review sessions with sales teams to monitor ongoing performance.
- Ensure OSA and issue as well as track reports for General Trade (GT) and Modern Trade (MT) at the category level.
- Meet effective coverage targets regionally, ensure all retailers are being serviced, track reports and present findings to relevant stakeholders.
- Assist the Manager – Trade Marketing in the development and production of promotional displays and points of promotion across channels.
- Monitor Trade Marketing expenses according to the agreed plan for category execution at the customer level; visit markets to audit merchandising and trade marketing execution in Modern Trade stores and outlets.
- Formulate journey plans for sales personnel and strategize effective sales routes for 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 alignment of trade marketing strategies 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 promote employee capability development.
- Allocate work to subordinates, nominate them for training based on guidelines, conduct performance reviews, and manage leave and overtime for efficiency.
- Foster team engagement and satisfaction through regular meetings to discuss achievements and address employee concerns, ensuring an effective, efficient, and motivated team.
- Supervise direct reportees in daily tasks, providing performance management through feedback and counseling. Make recommendations to HR on hiring and promotions.
Key Performance Indicators (KPIs)
- On-shelf availability (OSA)
- Achievement of annual sales target
- Development and bi-annual updating of RTM documents
- Setup coverage as per RTM plan
- 80% effective coverage of direct accounts
- Trade Marketing Investment (TMI) budget management & maintenance in Siebel
- Forecast accuracy
- Stock freshness
Work Experience Requirement
- 6+ years of related 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.
- Sales and Distribution Strategy Management.
- Understanding of Consumer Behavior in both B2B and B2C environments.
- Knowledge of International and/or Local Laws and Regulations.
- Effective communication, self and team management, planning & decision-making.
- Customer centricity, ownership, and result orientation.
