Manager Customer Marketing Omni

Location: Mumbai, Maharashtra, India

Position Title: Manager Customer Marketing OMNI

Summary:

The Channel Manager will report to AVP Customer Marketing & GTM Transformation (Sales Function) and is responsible for Hershey Portfolio growth stories including Channel Strategy for the horizon of M+6 & beyond (For Omni (MT & Ecom) + OOH (Out-of-Home). He would be responsible for actively designing impactful promotions & activations to deliver Channel Plans month on Month and FY. He would be primary contact point for channel trade spends and demand plan process. The Manager acts as a liaison between different functions Marketing, Sales (KAMs/KAEs), Finance, Supply Chain and Customer Marketing

Summary of major duties & key responsibilities

Commercial Planning OMNI (MT & ECOM) + OOH (Out-of-Home)

- Develop Account Wise Commercial guidelines across brands with a clear understanding of "Where to Play" & "How to Win" across Invested Brands

- Deliver Channel/Accounts plans by Month/QTR/year (Category KPI tracking and analysis)

- Design impactful promotions/activations in coordination with the Marketing / Channel Leads/ KAMs/ KAEs/ Customer activation team | Work closely with the Region Teams on Activations / bringing in regional nuances in the National Plans

- Analyze Trade Spends Effectiveness and onboard team to fine tune future revenue management & spends with higher ROIs

- Responsible for OMNI (MT & ECOM) +OOH Channel Profitability

- Track category and competitor KPI's (MS, SAH, WTD, ND) as per Nielsen (External) and Offtakes (Internal) and based on learning rollout region/account-based activation

- Driving Brand Wise Share of Shelf Targets and ensuring MT MSS Compliance and A+ Content Score in ECOM and Ways of working in OOH channel

- Work with the Sales capability team on the Incentive Plans (Field Force) that will make them stretch/exploit the market potential Category/Brand/Account

Innovations and Process:

- Building end-to-end activation plans for all innovations for the channels Omni (MT & E-Com) + OOH (Out-of-home)

- Co-ordinate with Supply Chain / KAMs/ KAEs on Brand / Innovation forecasting

IDP Process:

- Demand planning co-ordination for forecasting (rolling 12 months) by category/Brand for the channels

Management:

- TPM-CPG (Trade Promotion Management): CPG TP tool Platform E2E management

a) Channel budget planning / execution / tracking and ROI

b) Periodically reviewing plans to measure effectiveness & use learnings to fine tune future activities

c) Pilot testing key in-market initiatives, analyzing results and making recommendations

d) Track sales trends through market work and presenting business analytics and findings through planned reviews

- Conducting the Category/Channel Meets to review plans and develop future plans

- Liaise with Nielsen/Insights Team on shoppers' insights for Brands across Channels

- Keep close interaction and build rapport across Functions

Minimum knowledge, skills and abilities required to successfully perform major duties/responsibilities:

- This role requires leadership and communication skills across multiple business partners including Channel Heads, Brand Managers, Consumer insights, Supply chain, Finance and external partners

- Highly develop ability to recognize market trends and organize information

- Excellent team player, team leader

- Demonstrated ability to be accountable for sales and income results

- Strong verbal and written communicator to wide breadth of audiences including senior management

- Skillful usage of Microsoft Office in business document development and presentation, including Word, Excel and PowerPoint

Competencies:

Excellent Customer Marketing skills:

Good knowledge on Shopper marketing/thinking, Omni (MT & Ecom) + OOH Platforms Strategy, 5 P's tactics, Brand activations & New Product development / Innovation

Customer and market-oriented:

Demonstrate the breadth and depth of National MT & Ecom & Out-of-home Lead Accounts/ marketplace knowledge; Demonstrate the ability to understand customer insight and attribute that to business decision making

Excellent Project Management:

Identifies the processes, time and resources required to accomplish project tasks; prioritize steps and tasks to enable efficient workflow; utilizes best practices to organize people and activities; measures result against key metrics; uses resources efficiently; able to deal with multi-tasks & perform under pressure

Strong analytical & problem-solving skills:

Use a systematic process to solve difficult problems including gathering and examining information from a variety of sources; identifying the root cause of problems; drawing appropriate conclusions; generating viable solutions; and weighing the pros and cons to arrive at a final decision.

Good interpersonal skills:

Establishes and maintains constructive and effective relationships built upon trust. Uses diplomacy and tact to diffuse even high-tension situations. Works to find common ground and mutually beneficial solutions to conflicts. Relates well to all kinds of people, up, down and sideways, inside and outside the organization. Can represent his/her own interest and yet be fair to other groups. Viewed by others as a team player.

Minimum Education and Experience Requirements:

- Education: MBA (Reputed Institute)

- Experience: 5 to 7 yrs of Experience. Definitely worked as MT/ECOM Customer Marketing for 2-3 yrs and alteast 1-2 years as KAM/KAE in MT & ECOM channel (Sales)