Title:  Manager - Trade Marketing , S&D( Kuwait)

Job Summary

• To oversee Trade Marketing and RTM and support the BU General Manager in annual trade marketing budget planning for different categories, managing the trade marketing investments, guiding the team in day to day operational responsibilities and ensuring smooth execution of the trade marketing activities
• To prepare the category specific channel strategy and all related execution plans

Roles & Responsibilities

• In close coordination with the Director Trade Marketing and RTM develop the operating plan and strategy needed to achieve the category business targets
• In alignment with the growth numbers at the category level, define the trade marketing investment strategy and frequency of promotion for each of the channels and categories
• Work in close coordination with the Director Trade Marketing & RTM for the ideation, planning & budgeting, production and implementation of all in store activities, including point of sales materials and promotionsSupport the Director in creation of  RTM  channel’s trade marketing strategy to achieve  defined business objectives throughout product categories
• Recommend and develop local market promotions to promote sales and provide feedback to the Director Trade Marketing & RTM on new product launches or re-launches
• In close coordination with the Director Trade Marketing and RTM oversees the trade marketing budget and finalize the same for each of the categories on a monthly basis  to ensure effective budget management
• Manage Trade Marketing Investments based on agreed customer strategy & align the same with category for the execution at customer level. Evaluate the trade marketing investments as per the Return On Investment (ROI) targets
• In close coordination with the Director Trade Marketing and RTM develop category plans for assortment, shelf-layout, promotional strategy and price positions, focusing on the target shopper
• Provide guidance to the channel merchandiser & distributor partners to execute daily tasks in an effective manner
• Supports the On Ground sales teams in the execution of the activities and in achieving their sales and budget objectives, while ensuring the desired product benefits and brand values are properly communicated to the customers
• Recommend promotion strategies per channel, including occasions, promotional assortment, mechanisms, displays, in-store events and point of promotion
• In coordination with the Director Trade Marketing & RTM allocate sales and marketing spending per channel to meet share and sales targets
• Lead the development and production of promotional displays and point of promotion across channels
• Track and report on point of sale trend, market share, store coverage, in-store execution as well as assortment and promotion performance
• Ensure development of annual and monthly sales activity and marketing support plan, including support for new initiatives launches
• Utilize software like Planogram to develop effective solutions for key accounts / work with all assets available and develop new programs when needed including in-store merchandisers
• Proactively communicate and build relationships with the corporate marketing team
• Work closely with sales team to ensure trade marketing strategies are aligned with sales objectives and revenue targets
• Work to develop trade marketing communications including both traditional and digital communications
• Generate performance review reports including monthly V/s actual targets, SKU wise analysis and trends etc. and highlight areas of improvement if any
• Drive particular category projects including new product launches, understand the scope of the launch and then define the elements needed for appropriate promotions of the new product being launched
• Perform field visits regularly to receive first hand insights on promo execution results and on the different outlets and locations, identifying issues and opportunities
• Oversee development of appropriate systems and policies to enable capability development of employees
   

KPIs

• % adherence to trade marketing budgets
• % reduction in trade marketing investments
• On-shelf availability (OSA)
• Customer satisfaction score
• Market share
• Profitability
• Category performance at channel / Branches

Work experience requirement

8+ years of related experience including specific trade marketing experience within the FMCG industry

Qualification

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

Competencies