Trade Marketing & in Market Execution Manager
National Care Co
Total years of experience :20 years, 4 Months
• Leading Trade Marketing Strategy and Framework development to attain defined business objectives across product categories and trade channels
• Heading designing, execution and post-evaluation of Trade Programs targeting On-shelf Availability KPIs
• Initiated Trade Book concept incorporating all merchandising guidelines and PoG by Trade Channel and store classification.
• Managing NPD launches in coordination with Sales and Marketing with respect to in-market visibility, POSM, PoG adjustment and Trade Engagement Programs
• Designing POSM, product presenters, road shows and training for sales and merchandising teams
• Conduct periodically trade visits to assess MSL presence and new launches on-shelf implementation
• Drive Portfolio and Brands’ guidelines at Point of Sale (POS) across trade channels
• Ensured cost-effective operations, systems, processes by placing best practices
• Ensured the organization always remains legally compliant
• Formulated strategic and operational business objectives
• Analyzed financial data and taken corrective measures to improve profitability
• Managed organization wide AOP and forecasts
• Implemented QC and monitored production KPIs
• Led RTM plans to ensure desired JP compliance, coverage and productivity
• Inspired team members, rewarded their success and mentored them to excel competencies
• Ensured OUR (Optimized Utilization of Resources) via job-based time scheduling for all full/part-time resources
• Managed advertising campaigns within the stores and organized incentive-based seasonal special projects
• Accomplished timely payments via monitoring outstanding, ageing report and collection status by client
• Managed exception reporting for senior management in case of cash flow and profitability issues
• Ensured stock ordering and availability as per desired mix
• Conducted periodic business reviews to discuss P&L, efficiency, SWOT, etc.
• Led Progress Tracker on departmental activities across organization
• Formulated AOP & budgets along with financial analysis and recommendations of actionable strategies for profitability enhancement
• Rearticulated and implemented Processes and Policies in line with organizational goals
• Ensured OUR (Optimized Utilization of Resources) via job-based time scheduling for all full/part-time resources
• Managed and enhanced efficiency of support services such as HR and F&A
• Meticulously managed customer support for sales and marketing activities
• Liaised with upper management and Board of Directors to determine TNA
• Ensured training materials and programs were compliant with laws and regulations governing the industry
• Conducted training programs for administration, middle management and front-line employees utilizing latest learning methodologies
• Post assessment of learning curve gained through training sessions
• Coordinated in recruitment and on-boarding of marketing managers and consultants
• Researched and analyzed market trends, competitor offerings, demographics, and other information required for marketing strategies
• Used research findings and analysis to provide direction to marketing managers regarding marketing projects, new products/services, and overall marketing strategy
• Identified areas for improvement in product offerings, sales tactics, marketing strategy, and promotional activities
• Assessed and approved suppliers’ in-store campaigns like product advertising, packaging, media channels and branding
• Maintained the department's budgets and ensured all marketing activities were cost-effective
• Led articulation and control of Annual Budget
• Managed weekly promotional leaflet distribution for Western region
• Generated weekly management reports on field spot checking and all related field documentation
• Participated in weekly discussions on selection of promotional items
• Lead weekly execution of in-store promotional pricing signage
• Planned and implemented strategies for new store openings, special events, and seasonal events
• Supported PR team in finalizing press releases and articles, and followed up on implementation