Customer Marketing Manager

Reports to: Sr, Brand Manager

Main Purpose of Role: To lead the Below the Line (BTL) marketing planning and execution for all brands and be the brand owner of assigned brands, championing them within the organisation, assisting the SBM in all aspects of brand strategy and execution. This role is responsible for managing all BTL marketing and assigned brand portfolio to ensure country net revenue and profit targets are met or exceeded.

Key Responsibilities:

Trade and Shopper Marketing

• Build and manage end to end BTL A&P strategy and execution basis brand and organisational objectives, ensuring synergies between ATL & BTL plans.
• Evaluate various events driven by key accounts to build collaborative plans that drive the larger agenda.
• Develop shopper marketing solutions to increase visibility for all key BTL initiatives in tandem with other marketing plans for the brand to drive maximum visibility and generate recall. Lead development and execution of all sales collaterals.
• Build strong communication pipeline for communicating all promotions and plans through monthly bulletins.
• For new launches/ NPDs, develop launch plans, provide launch decks comprising of all initiatives to the key stake holders, and ensure tracking and evaluation of performance.
• Ensure efficient and effective working of merchandisers on field, track and measure performance.
• Anchor and drive monthly reconciliation of BTL A&P spends against annual budget with finance team.

Brand Management

• Own category/ brand strategy and assist in developing marketing plans for India including product range selection, distribution strategy, advertising, and promotional strategy. Develop 360^O local plans including all media, e-com campaigns, consumer and retail promotions, events, in-store merchandising and PR.
• Assist with management of brand A&P budgets.
• Manage the delivery of key brand events during the year – both consumer events and retail launches – offline and online. Maximise retail participation/in store impact including feature wall and off-shelf requirements, and e-com store-in-store and marketing requirements.
• Understand global brand toys and games product plans. Select local product line from global line and align with regional and global priorities keeping in mind local relevance and customisations.
• Work with sales and operations teams on monthly forecast review of the selected product lines. Create sales pitch decks, and support customer engagement.
• Brief and work with local agencies on media (with Integrate Media Manager) and PR and ensure execution of aligned plans. Watch out for and bring forth innovative new opportunities. Conduct post campaign analysis and competition analysis to learn from and course correct.

Lead cross functional groups to ensure brand objectives are achieved, working closely with operations, sales and finance teams.

Key Relationships: 

Internal:

• Marketing Teams – Regional & Global
• Sales Team
• Finance Team
• Consumer Products Team
• Digital and E-commerce Teams

External:

• Consumers
• Retail Customers
• Agencies
• Licensors
• Promotional Partners

Financial Measures & Impact:

Skills/ Knowledge/ Experience/ Qualification requirements

• Tertiary qualifications in Business Administration or Marketing.
• At least 3-4 years of trade/ customer/ brand/ category marketing experience in a sales & marketing environment.
• Experience in delivering effective plans and marketing communications programs as part of a team.
• Experience in end-to-end BTL marketing planning, execution tracking and evaluation in traditional and modern trade environments.
• Clear understanding of sales and marketing operations.
• Experience in brand accountability – background in tracking and measuring brand performance and taking prompt actions to raise brand profitability using the 4Ps.

• Excellent verbal and written communication skills.

• • Ability to write and deliver effective presentations.

• Commercial hygiene, planning and analytical skills.
• Ability to evaluate effectiveness of plans and programmes.
• Ability to persuade and influence.

Situation analysis and problem-solving skills.