Job Purpose (Summary of what the job exists to accomplish)
Conceptualising and implementing timely and innovative in-store execution programs, and other in-market activities, that will aim to achieve targeted results in terms of sales and distribution expansion for specific brands / categories. This would require a deep understanding of the various Retail Environments and the shopper interaction with categories and in-store communication.

Job Context & Challenges)
The Commercial team needs to ensure that the shopper is at the heart of every business decision. The CM is the key link between the field teams who drive the business, and the customer marketing teams who drive Retail Environment specific strategy.
Given the large contribution of traditional trade, and the limited space within the store, the challenge for the CM is to engage with, communicate to and convert the shopper to a buyer.

Key Accountabilities

Accountability
5P strategy & execution for the Branch

a) Developing merchandising / visibility plans – infrastructure, POP, permanent fixtures by Retail environments
b) Successful execution of RE-wise activations, within the framework devised by Customer Marketing team
c) Actioning Go-to-Market strategies.
d) Work with Customer Marketing teams to close-quarter activation grids by category/brand/ geography.

Sate-wise category strategy and Geo-wise customisation of in-store execution in all REs

a) Analysis of market share and ND/WD figures to arrive at the optimum strategy for CP in that state w.r.t. to category growth & share growth.
b) Conceptualizing in-store & in-market solutions to tap local business opportunities, and liaisoning with field teams for the successful implementation of the same.

Monitoring and controlling Gross to Net spends

a) Working with the Branch Commercial Manager and Customer Marketing team, to ensure efficiency & effectiveness in all spends wrt trade / in-store etc.

Develop shopper development skills in the CD team
a) Guide the Asst. Managers – Commercial Executive in executing their deliverables effectively
b) Ensure that the team drives and monitors customer marketing initiatives as per promotion guidelines

a) Source and coordinate with contacts/vendors/other agencies to ensure highest quality output within prescribed timelines for activation programs

Experience
- Essential: Trade Marketing / Shopper Development experience in FMCG sector
- Desirable: Channel / Category Management experience in indirect trade
- No. of yrs of Exp reqd.: 4-6 yrs of managerial experience

Professional Qualifications & Training
- Essential: PG diploma in Business Management – specialization in Sales & Marketing
- Desirable: Other qualifications in Sales and distribution management

Generic Competencies
- Essential: Analysis/Decision Making, Influence/Negotiation, Consumer/Customer focussed, Developing & Coaching people, Teamwork & Collaboration
- Desirable: Fostering Experimentation, Driving Innovation

Functional Competencies
- Essential: Trade Understanding, Category Management, Consumer & Shopper Insight, Promotional Effectiveness
- Desirable: Business & Financial Analysis, Supply Chain perspective