Customer Marketing Manager

Job Description

Position Title: Customer Marketing Manager - Modern Trade

Function: Sales

Internal

Key Stakeholders:

Head Modern Trade,

ASMs/ASEs -Modern Trade,

Brand Team,

Key accounts manager,

Supply Chain and Commercial

External

Category Heads / Managers of Retail Chains,

BTL and activations agencies,

Purchase Heads - Commercial Mangers

Educational Qualification: MBA (Specialization in Sales & Marketing) from a Premier B

School

Experience: 5 - 7 years (min 2yrs channel experience, prior exp in trademarketing / key account

management) if from a Prem B School, 5-7 years years if otherwise

Preference: Current exp. In Modern Trade working as customer marketing/trademarketing/ key

accounts manager

Purpose Of The Role

Key conduit between marketing, sales and customer team. Works as strategy and insights arm of

the channel. Ensures GTM planning & execution, A&SP management, building categories in

MT and working closely wih MT customers to build brand/category basis shopper/retail insights.

Key Responsibilities

• Category development :
  
  

Responsible for revenue, growth, demand planning and business development for set of

categories

Work closely with marketing team on understanding categories, brand levers, consumer &

shopper insights, channel plans and brief on shopper & retail expectations/opportunities

Develop a joint brand-channel activity calendar for building the categories

• New product launches, brand led activations and visibility planning :
  
  

Design and execute Go To Market (GTM) strategy for new launches/re-launches/ key brands

Develop and execute brand activations in close coordination with KAMs, Ops and Customer

team

Developing visibility elements for the channel by understanding brand levers, customer needs

and terms of trade; and lead execution of the same

• Insighting and actioning - MT customer / Key Accounts Manager / MT Sales :
  
  

Work closely with MT customers, Key account managers and Ops team (area heads) to

understand shopper, field and retail levers

Provide adequate data and market intelligence to key accounts to meet the Joint Business Plan

Joint working with customer category managers, marketing team, insights team and retail data

to understand & build on shopper/retail insights and bring out opportunities

• Channel development projects and data insighting :
  
  

Assess potential for special packs and work on the development of the same with the cross-

functional team

Work on shopper insights led category management

Work on projects to lead innovation in channel : product mix (combos), promotions, visibility,

systems & processes and channel activations

Research and data analysis on offtake data, shopper retail data, nielsen etc. Lead insighting into

action

• Promotion and A&SP Management
  
  

Design shopper promotion along with KAM and Ops

Responsible for A&SP / spends management for the set of categories. Stringent check & tracking

of the same.

ROI check and pre-post evaluation of spends , promotions, visibility and activations. And

recommend improvement to aid higher returns and shopper-category impact