National Trade and Shoppers Marketing Manager

Report to Head - RGM & Trade Marketing

Budget - 48 Lacs (including 20% variables)

Years of exp - 7 Years+

Working days - 5 Days

Mission Design and execution arm responsible for establishing best-in-class sales systems & processes, channel Infrastructure, channel development programs and build the sales teams overall capability

Key Responsibilities

1. Trade Marketing Strategy and Execution:

Lead and manage the Customer Marketing Strategy for General Trade (GT), Modern Trade (MT), and other key sales channels.

Oversee the Urban Trade Marketing GTM/BTL planning, with a strong emphasis on 10 Lakh+ towns, ensuring strategies align with the National Blueprint.

Lead the ideation for outlet and frequency selection in targeted towns and markets.

For both Urban & Rural Trade Marketing, determine the appropriate selection of Town Classes to target and the frequency of campaigns.

Decide on the level and quality of manpower to deploy in Urban and Rural markets to ensure effective execution of plans.

2. Channel and Program Management:

Manage Channel Structures and optimize input allocation to maximize reach and sales effectiveness.

Develop Trade Incentive Programs aimed at channel partners to drive growth in wholesale, superstores, and retail environments.

Oversee and ensure the effective Visibility Implementation within all relevant retail and trade channels to enhance brand presence and consumer engagement.

3. Database and Program Management:

Manage and maintain a database of Programs, Outlets, and Beats to ensure consistent execution and tracking of trade marketing activities.

Plan and coordinate Distribution Drives and Offtake Activities to boost product availability and increase sales in key markets.

4. Cross-functional Collaboration:

Work closely with the RGM team, Sales, and Marketing teams to ensure alignment in trade marketing strategies.

Provide input to product development and marketing strategies based on market insights from various trade channels.

5. Performance Analysis and Reporting:

Track and analyse the performance of trade marketing activities and campaigns across channels.

Provide regular updates and reports to the Head- RGM and Trade Marketing on campaign effectiveness, ROI, and areas of improvement.

Individual Key Performance Indicators

(when applicable) Meeting of Channel and Program Sales Targets

Evolution of Distribution Parameters

Key success factors

Education Masters degree in business, Marketing, or a related field.

10 years+ of experience in Trade Marketing, Channel Management, or a related field, with a focus on both Urban and Rural markets.

Strong leadership and strategic planning skills.

Excellent knowledge of trade incentives, channel management, and visibility programs.

Strong analytical skills and experience in performance analysis.

Ability to work collaboratively with cross-functional teams.

Willingness to travel across regions, especially to key towns with 10 Lakh+ populations.

Experience

• Prior experience in managing both General Trade and Modern Trade channels. Experience in Rural and Urban Trade Marketing and selection of town classes.
• Results-oriented with a focus on maximizing ROI and driving sales growth.
• Familiarity with Database Management and tracking systems (Field Assist) for programs, outlets, and beats.

Competencies

• Deep Analytical and critical thinking skills Excellent communication and customer relationship management skills.
• Good command of MS Office package (Excel, Word, and PowerPoint