Associate Manager-Trade Marketing

Job Description: Trade Marketing and Sales Manager

Job Summary:

As a Trade Marketing and Sales Manager, you will be responsible for supporting the Manager Trade Marketing in executing trade marketing activities for assigned categories. This role involves handling sales and operations for the business unit, collaborating with the sales team, and ensuring the successful execution of promotional activities to achieve agreed volumes, market executions, and On-Shelf Availability (OSA) targets.

Roles & Responsibilities:

1. Develop the RTM strategy document in collaboration with the Manager Trade Marketing for the implementation of the operating plan and strategy to achieve assigned categories’ business targets.

2. Assist in developing short-term and long-term channel sales strategies for Modern Trade customers.

3. Generate daily sales tracking reports at the category level and update monthly targets based on aligned forecasts to drive sales objectives.

4. Maintain the customer master database, validating relevant documents, and ensuring accuracy, consistency, and agreement with stakeholders.

5. Create and analyze customer master data reports to identify customer trends.

6. Coordinate with the sales team for training on MIS, ensuring accuracy of the customer master database.

7. Ensure annual updating of the RTM document.

8. Maintain a high Field Capability Score (FCS) through effective field activities and provide training to increase the score.

9. Drive FCS across assigned markets by issuing the FCS Tracker daily and organizing monthly review sessions with the sales team.

10. Ensure On-Shelf Availability (OSA) and track reports for General Trade (GT) and Modern Trade (MT) at the category level.

11. Monitor effective coverage targets at a regional level, track reports, and present findings to relevant stakeholders.

12. Support Manager Trade Marketing in the development and production of promotional displays and point-of-sale promotions.

13. Track Trade Marketing expenses, visit markets to audit merchandising and trade marketing execution in Modern Trade stores and outlets.

14. Formulate journey plans for salespersons, plan effective sales routes, and ensure maximum coverage.

15. Forecast and plan coming months’ targets, assisting category teams in cascading targets to sales representatives.

16. Collaborate with the sales team to align trade marketing strategies with sales objectives.

17. Prepare quarterly and monthly business review reports and presentations, coordinating with relevant departments.

18. Oversee the development of systems and policies for employee capability development.

19. Allocate work to subordinates, nominate for training, conduct performance reviews, and manage leave and overtime for efficiency.

20. Drive team engagement and satisfaction through periodic meetings, addressing achievements and employee concerns.

21. Supervise direct reports, guide them in managing performance, provide feedback and counseling, and recommend hiring and promotions to HR.

Key Performance Indicators (KPIs):

1. On-Shelf Availability (OSA)

2. Achievement of annual sales target

3. Development and bi-annual updation of RTM documents

4. Setup coverage as per RTM

5. 80% Effective Call Out (ECO) of direct coverage

6. Trade Marketing Investment (TMI) Budget management & Maintenance in Siebel

7. Forecast Accuracy

8. Stock Freshness

Work Experience Requirement:

6+ years of related experience, including specific trade marketing experience within the FMCG industry.

Qualification:

- Bachelor’s in Marketing

- MBA or Post-Graduate Diploma in Management with specialization in Marketing from a reputed university is preferred.

Competencies:

- Knowledge of Value Chain Management

- Trade Marketing and Category management

- Sales and Distribution Strategy Management

- Consumer Behavior (B2B and B2C)

- Knowledge of International and/or Local Laws and Regulations

- Effective Communication

- Self and Team Management

- Planning & Decision Making

- Customer Centricity

- Ownership & Result Orientation