Head of trade marketing

3 weeks ago

Kolkata, India RPSG Full time
"Crafting Cravings, Driving Sales: Own the Trade Strategy"
Position Summary
The Head of Trade Marketing shall be leading the Trade Marketing, Shopper Marketing, GTM as well as Sales Capability and Sales IT function of the organization. He shall be anchoring the GTM approach in line with the Business Objective and will be developing and driving execution of appropriate Trade & Shopper marketing initiatives in both General Trade as well as Organized Trade. Sales Team capability development shall be a key aspect of the role and will entail close cooperation with IT team and HR team to build suitable SFA capabilities as well as training modules to augment on ground execution. The role involves close collaboration with Sales, Marketing, Finance, and Supply Chain function to ensure alignment between business objectives and effective in-market execution.
Key Responsibilities
1. GTM
- Develop GTM approach for the business in line with the Organization objective and anchor effective implementation in coordination with the Field Sales teams.
- Closely coordinate with Regions to ensure appropriate market and outlet coverage
- Anchor regular assessment of Distribution Infrastructure in coordination with Regional Field Teams and take appropriate action to strengthen the same.
- Plan regular process improvement drive to improve on ground execution
- Ensure Sales & Distribution spends are in line with the plan.
2. Shopper Marketing Strategy
- Develop and implement Shopper Marketing strategies in both General & Organized trade in sync with the evolving business environment.
- Possess sound understanding of Industry trends as well as Competition landscape to develop effective trade and channel engagement inputs.
- Lead the development of POS materials, signage, and other in-store branding elements to enhance brand visibility.
- Monitor and improve in-store execution standards, including shelf placement and display quality.
- Plan and manage the trade marketing budget effectively.
3. Category Development
- Work closely with Marketing team to identify market / portfolio linked opportunities and build plans to leverage them.
- Plan a balance roster of activities in sync with marketing campaigns ensuring synchronized deployment of ATL & BTL campaigns.
4. Sales Capability and IT capability development
- Work closely with HR team to develop suitable training programmes for Front line Sales force, in line with the business requirement.
- Work with IT Team to develop suitable metrics and dashboard in Sales Force Automation tool that enables effective planning, execution and monitoring of on ground execution across the Sales hierarchy.
5. Aiding Field Sales & Channel Teams for business delivery
- Work closely with the sales team to identify gaps in performance and design interventions.
- Monitor ROI of trade marketing initiatives and ensure alignment with sales and brand objectives.
- Use analytics to assess the effectiveness of trade programs and plan improvements.
6. Team Management
- Lead and mentor a team Shopper Marketing, GTM as well as Sales Capability and IT lead to drive organization objectives in these areas.
- Ensure cross-functional collaboration with marketing, finance and supply chain teams to be a key enabler to the Sales team for seamless and impactful execution.
Education & Skill Sets Required
- MBA in Marketing / Sales or equivalent qualification from a reputed institute.
- 10-15 years of experience in Sales & trade marketing, preferably within the FMCG sector (food/snacks experience is a plus).
- Proven expertise in managing GTM & Shopper marketing responsibilities.

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