Customer Marketing Executive

Role Purpose

Critical role responsible for increasing demand at retailer and distributor level. The role holder would be responsible for development of customer marketing plans, brand perception, preparation of channel wise trade calendar and execution of in-store activations in order to meet sales objectives in the Organized Trade channel and achieve larger organizational objectives.

Knowledge and Experience

6 -10 years of relevant experience in Sales or TM roles (FMCG Industry), with at least 2 years in Modern Trade / Ecommerce KAM role.

Education and Certifications

· Master's degree in Sales and Marketing or related field

KEY ACCOUNTABILITIES & ACTIVITIES

Planning, Strategy & Financials

· Understand BCCL's vision and develop customer marketing strategy in alignment with the business priorities to create demand, increase brand activation and maximize promotion effectiveness across the OT channel

· Champion channel strategic plans for key retailers and ensure effective planning / implementation of trade activities across the designated channel

· Proactively identify partnerships and collaboration opportunities by analyzing market strategies, consumer requirements, market potential, and financials

· Develop annual plan and expenditure phasing for the year in line with trade activities and programs, monitor expense according to plan and review spends on a monthly/quarterly basis

· Partner with marketing team and business team to generate demand and deepen market penetration and customer retention across geographies

· Revenue growth

· Market share

· Sales performance

Operational/ Functional

· Design long term and mid-term performance goals for the OT Customer Marketing team in alignment with overall organizational targets and review them in a timely fashion

· Ensure alignment of Sales and marketing team with demand forecast, availability estimate, marketing campaigns and coordinate with on field sales officers

· Liaise with brand teams and local sales teams, to ensure clear integration between agreed plans in the areas of merchandising, customer promotions, in-store execution and point-of-purchase materials

· Review effectiveness of sales strategy and distribution channels and recommend course correction for optimization based on market intelligence and customer feedback analysis

· Partner with other Departments including Marketing, HR and IT to increase brand awareness, deepen partner relationships and boost channel utilization

· Brand recognition

· Customer Acquisition Cost (CAC)

· Market penetration

People/ Self Development

· Review and monitor performance of team members' and provide requisite developmental support/ inputs

· Drive high performance and recommend training as required for team's continuous development

· Develop the team and update their knowledge base to cater the organization need

· Enhance engagement levels of the team, thereby increasing employee satisfaction in the department

· People performance

· Workforce engagement

· Attrition rate

Policies, Processes and Procedures

· Drive process excellence by creating standard framework and uniform processes for OT Customer Marketing team

· Ensure adherence to organizational policies in all processes including partner and vendor onboarding, sales data management, financial controls, channel adoption, etc.

· Recommend procedural changes in collaboration with internal stakeholders to improve sales and distribution channel efficiency

· Accuracy of MIS