- Drive a team of in-store promoters to deliver sell out OP for Modern Trade channel in the offline space.
- Create, align & execute the manpower (In Store promoter) strategy for Philips brand across all Modern Trade chains across India.
- Drive channel sell outs (including from non-manned stores) via merchandising, plannogramming, POSM, shop floor activation
- Deliver on store level productivity asks & deliver an overall ROI from ISP investments of 20+
Trade Marketing & Shopper Strategy:
- Create trade marketing strategy for Modern Retail suited to different formats (speciality electronics, hypermarkets, regional retail etc) to create a differentiated brand experience & deliver channel OP, and deliver store level market share gain.
- Build and maintain strong relationships with key channel partners.
- Ensure consistency of Branding & shopper messaging across channels
- Create activations & engagement programs for shoppers from time to time to drive engagement, conversion & Premiumization at the shop floor
- Become the shopper custodian. Work closely with the category & content teams to understand consumer positioning planks & effectively translate the same to effective & high impact shopper communication
New Launches & Promotional Campaigns:
- Plan and execute effective trade promotions and campaigns to drive product visibility and sales.
- Analyze the effectiveness of promotional activities and make data-driven recommendations for improvements.
- Lead Current Launch planning to ensure visible placement and repeats from all target stores
Training & Development:
- Be the custodian of product training for all In-store promoters, merchandisers, in-store shop team.
- Create content that caters to the need case of each of the above (using master content from category), and ensure that the teams are well trained.
Market Analysis:
- Conduct regular market analysis to identify trends, opportunities, and potential risks.
- Use market insights to develop targeted trade marketing initiatives that address specific market needs.
Budget Management:
- Develop and manage the trade marketing budget, ensuring efficient allocation of resources.
- Monitor expenses and provide regular reports on budget performance.
- Generate productivity of 10% YoY on all BTL spends
Preferred candidate profile
- 6+ years of strong experience in Trade Shopper Marketing. Experience of working with a brand that has grown dramatically is a plus.
- MBA in Marketing, Business, or a related field.
- Proven experience in trade marketing, preferably in FMCG/FMCD/FMEG industry
- Strong strategic thinking and analytical skills.
- Excellent communication, presentation and interpersonal skills.
- Demonstrated ability to lead and inspire cross-functional teams.
- Results-oriented with a track record of driving successful trade marketing campaigns.
- Must have proven ability to be flexible, multitask and drive key projects in a fast paced, high demand environment.