Customer Marketing Manager

JOB TITLE: Customer Marketing Manager – Brand Group

REPORTS TO: General Manager - Customer Marketing

COUNTRY: India

LOCATION: Gurgaon head office

DEPARTMENT: Sales

JOB PURPOSE:

a) Create compelling brand connections with shoppers at the point of purchase.

b) Create brand strategies to win with trade customer across channels.

c) Control and efficiently deploy budgets for brand building activities in trade.

d) Deliver a perfect punch on brand initiatives.

DIMENSIONS OF THIS ROLE:

Business Locations: Markets across India

People: Matrix interface across departments for day to day business needs –

• Marketing – Category managers, Brand teams

• Sales – Regional heads, Demand team, regional Customer Marketing team

• Support functions - R&D, CQ, Legal, Finance, Logistics, Procurement etc

Budgets: .

Maintain hygiene across multiple budget pools – TM, Crayon, Captain, Rural & Mtrack/alternate & control a budget pool of approx INR 3 Cr – 40 Cr

Being Connected: The role requires networking & interfacing with:

. Peer group FMCG/Foods companies to share best practices and benchmark brand/trade strategies.

. An array of specialist service providers / consultants to design & implement brand/trade strategies.

. Above-country Customer Marketing functionaries to share & re-apply BIC brand/ trade strategies.

KEY RESPONSIBILITIES:

. Create compelling brand connections with shoppers at the point of purchase – Make brand campaigns larger than life at the point of purchase by amplifying the single minded campaign proposition. Leverage relevant, multiple touch-points at the point of purchase such that the brand engages and wins with target shoppers.

This will necessitate:

• Powerful Activations – Work in sync with brand teams & agencies to create powerful activation platforms. Use innovative approaches to increase brand salience amongst target shoppers. Engage and captivate these shoppers and compel them to try our brands. Use differentiated inputs and scale basis campaign importance to brand objectives.

• Best-in-class trade visibility – Develop differentiated POSM by channel that is clutter-breaking and gives a synergistic ‘look & feel’ to a campaign. Develop a high quality PMU (semi/ permanent merchandising units) menu that brings alive brand imagery at the POP. Develop and execute customized visibility solutions – a POP vision(e.g. Guardian Pharmacy) - that add value to customers across trade channels. Develop and roll out relevant, Plano-grams for impactful shelf visibility.

• Consumer Promotions – Develop format/ brand strategy with differentiated inputs across strong & developing accounts and secure agreement by sharing the same with internal stakeholders. Create a pool of articles that haveunique appeal, connote value and are synergistic with brand imagery & campaign cues. Evaluate and share trackers for key promotions.

. Create brand strategies to win with trade customers – Identify and leverage key business drivers that will increase brand availability & stock depth, while accelerating shelf offtake. This includes:

• Trade marketing strategy – Develop a TM strategy with differentiated inputs by channel and market. Share and execute activities as planned in the annual TM calendar.

• Channel development – Identify opportunities to drive brand growth at the ‘Top, Middle & Bottom of the Pyramid’

Interface with the channel experts to formulate brand strategy by channel and support with adequate investments.

. Control and efficiently deploy budgets for brand building activities in trade – Monitor and share rolling FC on all trade spend pools (TM, crayon, captain, POP, activation etc). Operate within planned budgets and judiciouslyinvest in activities to drive brand growth.

Deliver a perfect punch on brand initiatives – Classify initiatives basis Star launch framework. Develop an annualinitiative calendar; share & secure stakeholder agreement. Circulate PP trackers for all key initiatives and ensure they meet/ exceed PP scores.

KEY BEHAVIOURAL COMPETENCIES REQUIRED :

Flexible thinking - Seeing issues from many different perspectives and comparing the pros and cons of at least two feasible options prior to implementation.

Teamwork - Developing cohesive teams within your area and across related departments, functions or sectors

Communication - Making clear and concise presentations, which are enhanced by visual and non visual aids and establishing an effective communication process

Customer Focus - Focusing the team/organization on adding value to customers and taking actions to build customer value.

EXPERIENCE/ KNOWLEDGE/ SKILLS:

Business & functional knowledge – Knowledge of the FMCG industry, esp. sales & distribution channels. Should be familiar with marketing concepts and comfortable interacting with agencies.

Technical skills – Project management, Budget control, communication etc

Experience - An MBA from a reputed B-school with 4-5 years of post-qualification experience in Sales/ Marketing, preferably in an FMCG-MNC. Prior experience in a similar role/ profile is preferred.

Incase you are interested, kindly mail me your updated papers (mentioning the Title of the Job you are applying for) at jobzoneforall@gmail.com






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