Mamaearth - Shopper Marketing Manager

Key Responsibilities: 1. Shopper Activation & Channel Strategy: - Channel & Shopper Insights: Deeply analyze BPC shopper decision trees, buying behaviors, and category dynamics across key retail formats (Hyper/Super, Beauty & Wellness, Specialty stores). - Activation Calendar: Conceptualize, build, and deploy the annual and quarterly Modern Trade shopper activation calendar aligned with company business plans and brand priorities. - New Product Launch (NPD) Execution: Partner with Brand & Supply Chain teams to ensure zero-day launch visibility, sampling drives, shade-finder toolkits, and high-impact secondary placements across accounts. 2. Joint Business Planning (JBP) & Account Co-Marketing: - Account-Specific Programs: Collaborate with National Key Account Managers (NKAMs) to design customized co-marketing schemes, promotional toolkits, and thematic campaigns (e.g., Summer Sun Care, Festive Beauty Expos, Big Saver Days). - Category Growth Stories: Develop shopper data-backed pitch decks and selling stories to support KAMs during JBP negotiations with retail category managers. 3. Visual Merchandising (VIS) & In-Store Excellence: - Look of Success & Planograms: Define store-level 'Look of Success' standards and category planograms tailored to BPC shoppers across store tiers. - POSM & Merchandising Design: Brief agencies and lead the design, production, and end-to-end roll-out of point-of-sale materials (POSM), branded bays, end-caps, tester units, and interactive display assets. - Beauty Advisor (BA) Enabling: Design trial generation toolkits, sampling mechanics, and product education assets to empower in-store Beauty Advisors (BAs) to drive conversion. 4. BTL Budget Management & ROI Optimization: - Trade Spend Efficiency: Manage and allocate BTL budgets across accounts, ensuring optimal deployment across visibility, schemes, and activation assets. - Post-Campaign Evaluation: Perform rigorous pre and post-activation ROI analysis to identify high-yielding mechanics, eliminate wasteful spends, and optimize trade investments. 5. Competition & Market Intelligence: - Market Audits: Conduct regular market/store visits to monitor competitor BTL activations, POSM innovations, pricing strategies, and shelf share. - Feedback Loop: Feed continuous market intelligence back to Brand and Sales teams to adapt trade strategies dynamically. Key Performance Indicators (KPIs): - Off-Take & Revenue Growth: Achieving secondary sales growth and target achievement in assigned MT accounts. - In-Store Conversion & Share of Shelf: Improving category conversion rates and expanding shelf space across core BPC categories. - Execution Excellence (OTIF): On-Time, In-Full deployment of POSM assets and 100% Planogram Compliance. - Trade Spend ROI: Maximizing ROI on BTL budgets and promotional spend efficiency. - NPD Launch Speed: Speed-to-shelf and visibility saliency for New Product Launches. Qualifications & Experience Required: - Education: MBA or Masters Degree in Marketing / Business Administration from a top-tier institute. - Experience: 5-10 years of proven experience in Trade Marketing, Shopper Marketing, or Commercial Strategy within FMCG / Beauty & Personal Care (BPC). - Channel Expertise: Hands-on experience in managing Modern Trade (National/Regional chains or Beauty Specialist formats like Health & Glow, Nykaa, Reliance Retail, DMart). - Analytical Skills: Strong capability to analyze sell-out data, ROI metrics, promotional effectiveness, and Shopper trends. Desired Attributes (Honasa Culture Fit): - Push Boundaries: Willingness to challenge traditional retail playbooks with innovative, consumer-first instore activations and visual concepts. - Own It: Demonstrating end-to-end ownership of project deliveryfrom concept design with agencies to final execution on the store floor. - Do More with Less: Ability to optimize BTL spends and design cost-efficient, high-impact visual merchandising assets. - Act Now: Agility to quickly act on market trends, competitor moves, and retailer feedback in a fast-paced environment.