Responsible for driving General Trade (GT) shopper marketing execution across the region, translating national strategies into measurable sales growth.
Reporting To: National Trade Marketing Lead
Location: Kolkata, with extensive market travel.
Key Responsibilities
- Shopper Marketing & Execution
- Own end-to-end General Trade (GT) shopper marketing execution across the region.
- Plan and execute regional Current Product Development (NPD) launches in collaboration with the Zonal Sales Head, Regional Sales Managers (RSMs), and National Trade Marketing Lead.
- Ideate, plan, and execute regional Below-the-Line (BTL) interventions with a direct impact on sales.
- Act as the single point of contact for identifying and resolving regional execution bottlenecks, ensuring timely implementation of corrective actions.
2. Sales Contests & Vendor Management
- Drive strategies for sales contests and ensure a high regional winning percentage.
- Manage regional vendors and ensure timely closure of contest and activity payouts within stipulated timelines.
3. Planning & Analytics
- Act as the Point of Contact (POC)
for monthly regional target setting at the State × SKU level.
- Own the Ways of Working (WoA) for the Retail Loyalty Programme (RLP) and wholesale loyalty programmes.
- Own all secondary KPIs for focus brands, SKUs, and activated brands/SKUs.
- Conduct competitor benchmarking for all MRP, scheme, and activation changes implemented by competitors.
- Identify roadblocks impacting regional business performance and plan quick interventions in collaboration with the sales team to address on-ground challenges.
- Act as the single POC for cascading monthly plans to the larger sales team and driving participation in all monthly agendas.
- Own target setting for the RLP, loyalty programmes, and wholesale loyalty outlets.
- Regularly analyse channel, RLP, and loyalty programme performance and recommend necessary programme modifications.
- Recommend continuous improvements in in-store visibility across programme stores.
Key Stakeholders
- Zonal Head
- Regional Sales Managers (RSMs)
- National Trade Marketing Lead
- Regional GTM Lead
- Area Sales Managers (ASMs)
- Regional Commercial Managers
- Programme Store Lead
📌 Regional Trade Marketing Manager, East (Kolkata)
🏢 Bajaj Consumer Care
📍 Kolkata
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