Key Performance Indicators

1. Successful planning & execution of annual, quarterly and monthly activation plans
2. Successful launches of key new SKUs to drive growth
3. Marketing spends as a % of offtak

Key Responsibilities:

• Channel Strategy Development: Develop comprehensive channel strategies aligned with overall business objectives, considering market trends, consumer behavior, and competitive landscape
• Planning & Budgeting: Prepare annual, quarterly and monthly plans for all formats and geographies, and drive adherence. Manage the channel activation budget effectively, ensuring optimal utilization of resources and ROI
• Brand Campaign Planning and Execution: Plan and execute specific brand activation campaigns, such as consumer promotions, sampling, experiential marketing events, product launches, sponsorships and promotional activities
• Loyalty program design: Design and implement channel loyalty plans to drive store loyalty and share growth in the SSO channel. Design and implement initiatives to augment consumer loyalty in Modern Trade stores
• Performance Analysis: Monitor and evaluate the effectiveness of brand and channel activation initiatives through data analysis, consumer feedback, and market research.
• Collaborative Engagement: Collaborate with internal stakeholders such as sales teams, trade marketing, and brand managers to align on channel strategies, provide guidance, and drive execution excellence
• Market Research and Analysis: Conduct market research, competitor analysis, and consumer insights to identify new opportunities, understand consumer behavior, and develop targeted channel activation plans
• Trade Promotion Management: Develop and manage trade promotion programs to maximize sales, increase market share, and optimize promotional spend, while ensuring alignment with brand strategies and customer requirements
• Relationship Management: Build and maintain strong relationships with key channel partners, distributors, retailers, sales team, merchandising team and other stakeholders to drive collaboration and foster mutually beneficial business partnerships
• Merchandising team management: Build and maintain merchandising team across geographies to ensure visibility as per defined norms at all times across all store

Experience & Qualifications

• At least 5 years of hands-on experience in sales & marketing in consumer companies. Understanding of trade channels is a must.
• Extremely strong people skills, logical thinking, practical creativity and MS Excel proficiency is a must  
• Strong planning and prioritization skills
• Should be a fast learner, willing to challenge the status quo and not afraid of experimentation
• Ability to work intensely & independently, but as part of a larger team 6. Outstanding communication skills (both written & spoken)