Customer Marketing Strategy

Accountabilities

A. Develops Short-Term and Long-Term Business Plan for the Category

• Develops Category Review and Trade Category Plan
• Develops trade marketing plan per channel to ensure market share and value growth for assigned categories.
• Trade programs that will deliver sustainable sales volume growth
• Initiatives that will deliver superior distribution and merchandising versus key competitors
• Fiscalize Category Trade Promo Fund
• Performance vs. objective in terms of volume, implementation guidelines, competitive reaction, ease in implementing to trade, promo spending (ROI, CTSR, CTISR)
• Qualifies proposals of sales-initiated promotions and recommend changes consistent with brand strategies and budget

B. Co-manages with Promo Activations Manager in the execution of Marketing and Sales Initiatives

• Develop brand strategies and programs into actionable steps via the release of Sales Action Brief to Field Sales
• Sets full year initiatives calendar based on priorities of the Sales cycle (Traffics Sales & Marketing initiatives)
• Co-Manage over-all deployment of regional brand and CMD activations to Field Personnel in both DBG and KAG with Promo Activations Assistant
• Ensures On-time and In-Full Execution of all Trade Program
• Develops Post Promo Evaluation and Analysis and files these for future reference

C. Co-Leads with Marketing all New Product / Promo Launches

• Co-develop with Marketing product launches, line extensions and price increases aligned with the needs of retailers/trade.
• Plans out pipeline volumes, distribution, merchandising, and pricing standards in close coordination with Marketing for regional new products
• Develop new product trade programs that will help field sales towards achievement of business objectives
• Ensure "Speed to Market" success and development of best practices to be shared with field sales

D. Secure market intelligence on category landscape and competitive strategies

• Conducts fieldwork at least 4x a month to review competitive activities both for retailers and for customers
• Regularly monitors competitive pricing and trade margins

Communication

A. Develops Superior Distribution, Merchandising, and Pricing Strategies nationwide

• Develop superior distribution, merchandising, and pricing by trade segment through analysis of trade dynamics and informs the Sales team on any distribution, merchandising, and pricing opportunities in the area.
• Analyze competitive landscape and regularly cascade competitive activities and recommends immediate action plans to counter competition in the trade
• Analyze and review Nielsen Retail Audit / Kantar World Panel results and transform opportunities into actionable plans for Field Sales

B. Perform Customer Marketing-related Administrative Work

• Submit Category Monthly Letter for Retail
• Update Distribution targets / Retail Performance Standard (RPS)
• Deployment of Monthly Canvass Packet/ Sales Promo Workbook
• Processing of Promo Claims

Authority

A. Approves Promo Work Plans specific to the category being handled

• Bachelor's degree, ideally in Business Management or a related field
• Working experience of at least (2) years with Trade Marketing / Brand Marketing, and background in Distributor or Key Accounts Management of at least one (1) year
• Training on Category Management, Shopper Marketing / Insighting, and in Post Promo Evaluation Process
• Strong Project Management Skills – able to deliver quality, on-time results
• Ability to assess current landscape and trends of each channel, competitive activities, and product opportunities
• Strong innovation skills, and ability to make things happen
• Ability to analyze and solve complex problems
• Excellent communication and collaboration skills
• Must be able to work with minimal supervision and performs exceptionally under pressure
• Knowledgeable in MS Office – Excel, Word, and PowerPoint