Regional Trade Marketing Lead - South

Purpose of the role - The purpose of this role is to create sustainable access, at point of purchase to our brand portfolio, in partnership with the retail trade. This role is a vital link in assisting the retail trade in 3 key business strategies: 1.) Increasing footfalls to the partner outlets 2.) Ensuring that footfall happens with the partner outlets more frequently and 3.) Creating the right environment for the brand to be accessed at the partner outlets. The role connects marketing efforts to the relationships and investments made at a ground level. It involves turning data and insight into region / channel/territory/outlet specific strategy and plans and then delivering execution excellence. Commercial acumen will be a pre-requisite and it will be an expectation that the concerned employee exhibits an entrepreneurial mindset with a strong ability to influence (stakeholders) without authority. Given the stage of transformation that we are in with respect to our trade platform, this person will be responsible for continually scouting for opportunities that address local market needs to deliver best in class experiences at point of sale. This will require employing digital tools and services to help our trade partners create more personalized experiences at POS as well as a means for creating a robust measurement of our initiatives at POS. Principal Accountabilities: • Use data to map behaviour to specific retail formats for respective region. Create a marketing mix for specific formats and thereafter guide investments in trade. Work closely with the regional/local sales teams to constantly identify emerging channels/formats and drive desired shopping behaviour at those outlets. Work in close collaboration with sales to identify and develop market specific TOOLBOX (POSM/digital payments etc.) to increase brand presence, market share and improve satisfaction at those outlets. Work with external partner, ADM (regional aggregator) to create solutions for new/emerging channels that help drive competitive advantage in trade. • Monitor usage of, create best practices and assist in development of i-link (digital platform) as an integral piece of business strategy. Identify and collaborate with the right partners to bring in digital knowledge and know-how and foster adoption of digital ways of working throughout the sales team redefining the way TM & sales work and collaborate. Collaborate to develop local market adaption of regional roll-outs, updates of existing content, conceptualize & develop market specific new functionalities. • Own the regional trade marketing calendar - Work closely with the brand, regional sales teams , Trade marketing executives to create and maintain trade calendar of activities at a region/territory/outlet level. Additionally, be responsible for campaign execution in the region through excellence in in-store planning, execution and measurement. • Execution of the Internal Programs. Key priorities for this includes ensuring consistent communication, relaying feedback to the team, conducting engagement events , satisfaction surveys, analyzing the results, and making recommendations on how to improve the program, all this while ensuring overall business objectives are met. Skills & Competencies: • Proactive, self-starter with hands-on approach to the business • Great interpersonal skills and gravitas with the ability to influence and interact with stakeholders at different levels of the organization as well as external partners • Commercial or trade marketing experience preferably with a Beverages/ FMCG / alco- beverage industry • Great commercial acumen and the ability to translate brand strategies into a tangible commercial advantage with a strong understanding of shopper marketing and visibility programs • Strong analytical skills. Ability to use and interpret data and drive value by adding insights to strengthen relationship with customers. Requirements: • Educational: MBA from a premier B School/Institution • Experience: 4-5 Years of experience in Customer Marketing/Shopper Marketing in FMCG/ Beverages / Alco-bev. 1-2 year of experience in Sales