Key Responsibilities
Channel & Shopper Marketing:
- Develop and execute shopper marketing strategies across modern trade channels
- Translate brand strategy into in-store and point-of-sale experiences
- Analyze shopper behavior and insights to drive conversion
- Design and implement promotions, activations, and campaigns tailored to retail environment.
Modern Trade Execution:
- Lead execution excellence across key accounts and organized retail
- Ensure product availability, visibility, and pricing compliance
- Drive sell-out performance through coordinated marketing and sales initiatives
- Collaborate with sales teams to deliver channel growth targets
Merchandising & In-Store Excellence:
- Define and implement merchandising standards and planograms
- Oversee in-store branding, displays, and POS materials
- Monitor and improve shelf share and product visibility
- Manage field teams and third-party merchandisers for execution consistency
Capability Development:
- Build capabilities within sales and merchandising teams on execution standards
- Develop training programs on product knowledge, brand messaging, and retail excellence
- Coach teams on shopper engagement and in-store selling techniques
- Establish performance tracking and continuous improvement frameworks
BTL Below-the-Line Marketing & Activations:
- Plan and execute BTL campaigns including in-store promotions, roadshows, and activations
- Ensure alignment with overall marketing calendar and brand campaigns
- Track effectiveness and ROI of activation programs
- Drive localized marketing initiatives to support retail partners
Social Media & Digital Support:
- Support digital campaigns with a strong linkage to retail and conversion
- Align social media activities with promotions, launches, and in-store campaigns
- Collaborate with digital teams to drive traffic to retail and e-commerce channels
- Monitor engagement and optimize content for shopper conversion
Key Performance Indicator
- Revenue & Channel Growth – 30%
- In-Store Execution – 20%
- Trade/BTL Effectiveness – 15%
- Shopper Marketing – 10%
- Digital & Brand Metrics – 10%
- Key Account Performance – 10%
- Capability Development – 5%
Requirements
Key Skills:
- Brand Management
- Strategic Promotion Planning
- Managing Relationships
- Creativity and Innovation
- Commercial Planning
- Competitive Analysis
- Negotiation Ability.
