Associate Director - Customer Marketing - IIM/MDI/ISB

: Role & Responsibilities: The incumbent would be responsible for the following for the assigned brand/s portfolio. Retailer & Shopper Insights: Develop a strategic actionable plan by: - Identifying and developing shopper insights in priority channels/customers. - Identifying Category / Channel Point of purchase drivers, barriers, purchase decision tree, purchase process, influencers, etc. - Developing consumer point of buying propositions based on deep retailer and shopper understanding. Customer Value Propositions: Drive value propositions by introducing conceptual sell-in for trade partners. Develop trade schemes in line with market needs, competition actions and marketing budgets. Planning: Drive strategic trade calendar for ensuring competitive advantage (in wholesale, distributors, chemists) by designing Channel specific schemes and engagement plans. In-Store Activation: Ensure seamless interface between planning & execution, and drive speed to market for existing lines and extensions by: - Driving sales conversion in-store via shopper activation & BTL activities. - Preparing an in-store merchandising strategy and driving implementation. - Identify right agency partners, develop their scope & reward systems, and tracking mechanisms. - Designing, developing & ensuring quality implementations for all POSM for better instore communication. Budget Management & ROI: Ensure that execution is seamless across the country and across divisions while making sure that: - Ensure effective and efficient spending of the central budget and regular monitoring and tracking of the return of investment on the same. - Trade marketing budget allocated for the categories, regions & channels is being adhered to strictly. - Local feedback is being considered by regular visits to the sales teams, customers and stores, to constantly upgrade the ROI, while ensuring quality of programs. Key Deliverables: - Improve market share through consistently driving both numeric and weighted distribution, and share of shelf & displays, via targeted programs. - Collaborate closely with the sales team to ensure that trade marketing strategies are aligned with sales objectives and revenue targets. - Drive sales for assigned brand portfolio while tracking Return on Trade (BTL) Investment for existing lines and extensions. - Excellent execution of trade programs and in-store activations. Ideal Candidate Profile: - MBA from top-tier institutes with 10-12 years of experience with major experience in the FMCG industry, with at least 2 years of experience at a National role in Customer Marketing. - Strong collaboration skills, and experience in mobilizing cross-functional teams. - Proven listening, negotiating and influencing skills. - Strong analytical skills with a proven ability to learn new skills and think on the feet. - Credible, confident and articulate, with good presentation skills. Preferred Candidate Profile: Role: Marketing Manager Industry Type: FMCG Role Category: Marketing Education: PG: MBA/PGDM in Marketing