Function: Shopper Marketing

Location: Bengaluru

Reporting To: General Manager - National Trade Marketing - Activations and Loyalty Program

At Tata Consumer Products Ltd, we stand #Forbetter – Planet, Sourcing, Nutrition, Communities. And #ForBetter Opportunities …. Here’s an exciting one!

How does this Job align to our Strategy?

At the core of Tata Consumer Products' business approach lie six strategic pillars that serve as the foundation for its growth and success: Strengthening & Accelerating our Core Business, Driving Digital and Innovation, Unlocking Synergies, creating a Future-Ready Organization, Exploring New Opportunities and Embedding Sustainability.

This job opportunity closely aligns with one of these key strategic pillars, which is driving Strengthening & Accelerating our core business. The role is responsible for sales of the category in line with business plan and growth aspiration in conjunction with regional teams and lead the operations of TCPL Channel Loyalty Programs, planning and execution of the Program by channel, in close coordination with the regional teams, understanding competition, building best in class relationships, merchandising, managing spends and ensuring achievement growth and share aspirations. Develop & Implement the Trade Marketing & Distribution Strategy for the in coordination with Marketing and Regional Sales Teams. Conceive and implement the comprehensive sell-in and sell-out strategy for the organization.

This job is at N-4 level (N corresponds to CEO’s level)

Top dimensions:

Geography: India

Direct reports: 0

Primary Stakeholders (Optional): India Sales, Marketing, Finance

Matrix Reports: NA

Type of Role: Individual Contributor

What are the Key Deliverables in this role?

Financial Outcomes

• Jointly responsible for delivery of Top Line budgets for the entire category across GT.
• Monitor and Optimize BTL Spends by region. Streamline BTL planning, Implementation & Evaluation processes to improve efficiency of spends.
• End-to-end delivery of the premium grocery retail, SAMT program and ensure strong ROI of the program by effective P&L management of the program

Customer Service

• Use market, shopper, and customer insights to assess changing customer habits / loyalty and identify category growth opportunities.
• Continuously understand and evaluate Competition volumes, inputs/program construct to develop and execute best-in-class merchandising, inputs, and actions to gain volumes and shares vs competition.
• Provide regular market feedback to the management with regards of competition, brand position, challenges, and growth opportunities

Internal Processes

• Contribute to the development of the Category wise National business plans for the year in coordination with field sales and marketing teams, for each state and channel.
• Be a key resource to anchor the tracking and quality execution of the Business plans for All India in conjunction with respective regional teams specifically for the General Trade channel.
• Build category specific strategies (e.g., new product launches, growth initiatives) in conjunction with AD for Trade Loyalty and Category Development.
• Work closely with Demand planning team and field teams to ensure high quality of forecasting.
• Work closely with Supply chain & Ops teams to improve quality of forecasting, better inventory management and fill rates at market level.
• Work closely with other members of central shopper marketing team to ensure proper cycle planning and execution in the market.
• Execute the channel loyalty programs for the India sales team closely coordinating with the key stakeholders in Cluster and Region teams
• Work closely with all External agencies managing audits, merchandising execution and pay-out, internal stakeholders (Sales, Sales Finance) to ensure issue resolution and to optimize/make the program more efficient with respect to ROI.

Innovation and Learning

• Develop deep understanding of competition strategies and intelligence. Continuously engage and work with the brand teams to update relevant category understanding and use this to fine tune and sharp focus strategies in the marketplace

What are the Critical success factors for the Role?

• Experience of having worked in sales, customer/trade marketing and having run loyalty programs, preferably.
• Collaboration and team management, good skills in Data Analytics, Commercial Acumen to deliver key responsibilities listed out
• MBA with 3 to 5 years of relevant work experience in reputed FMCG organisations. Experience of having worked in sales, customer/trade marketing and having run loyalty programs, preferably.

What are the Desirable success factors for the Role?

• Proven and Deep knowledge of Sales and Distribution system.
• Experience of category management, sales, agency/ vendor coordination
• Comfortable with handling ambiguity

TCPL Growth Mindset and Behaviors

We are obsessed about keeping Consumers & Customers first in our hearts – that’s why we are here!

We are trailblazers in executing with Excellence … Together as One Team!

We take Ownership of our business …delivering value for our Stakeholders… no Compromises!

We are Open to Continuously improving … Continuously innovating … For Better!

We live & breathe our Tata Code of Conduct

About Us: At Tata Consumer, we stand ‘For Better.’

Tata Consumer Products is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. Our brands embody our purpose of ‘For Better ‘through the value they deliver to consumers with a focus on innovation, health and wellness, convenience and premiumisation. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks, mini meals, herbal supplements and vending business. Few of our key brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+, Tata Salt, Tata Sampann, Tata Soulfull, Organic India and Chings. In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products.

The Company has a consolidated annual turnover of ~Rs. 20,290 Crs with operations in India and International markets. For more information please visit www.tataconsumer.com