National Customer Marketing Manager - Modern Trade

Customer Marketing Manager - Modern Trade

The Customer Marketing Manager - MT is responsible for translating brand strategies into channel-specific growth plans. They ensure top-tier Go-To-Market (GTM) execution, optimise the Advertising & Sales Promotion (A&SP) budget, and leverage shopper insights to capture retail opportunities.

Key Responsibilities :

1. GTM & Strategy Execution :

- Design and execute the Go-To-Market framework for product launches, variations, and re-launches across modern trade channels.

2. Joint Business Planning (JBP) :

- Collaborate with Key Account Managers to provide retail data, category insights, and market intelligence to secure powerful collaborative targets with retail chain category heads.

3. Activation & Promo Planning :

- Create and deploy localized BTL (Below-The-Line) campaigns, consumer offers, and trade schemes to boost category sales.

4. Visibility Elements :

- Design in-store display assets, shelf-branding concepts, and primary island placements aligned with consumer behaviour patterns.

5. Budget Optimization :

- Allocate and manage the assigned A&SP budget effectively to maximize return on investment (ROI) per retail customer.

6. Demand Planning & Growth :

- Drive demand projection syncing alongside supply chain teams to balance revenue growth with stock availability.

Key Stakeholders :

1. Internal :

- Brand Marketing Teams, Modern Trade Head, Area Sales Managers (ASMs), Supply Chain, and Commercial finance.

2. External :

- Category Managers of retail supermarket chains, purchase heads, and BTL activation/creative agencies.

Qualifications & Requirements :

1. Education :

- Full-time MBA / PGDM specializing in Sales and Marketing, ideally from a premier business school.

2. Experience :

- 8 - 12 years of industrial experience, with at least 2 - 3 years of focused channel experience in Trade Marketing, Customer Marketing, or Key Account Management within the FMCG sector.

3. Core Competencies :

- High data orientation, mastery of consumer insight extraction, retail margin dynamics, and impactful corporate negotiation skills.