Job Description
Duties & Responsibilities
• Leads and plan the annual Trade master plans for top CHC brands and key accounts, in terms of strategy, Promotion, communication & visibility at point of sales:
Leads the preparation of Annual Trade master plan by supporting / challenging the key account into the preparation of it;
Defines the in-store / channel marketing mix (assortment, promotion, merchandising, price advice) for a given brand / category / customer;
Ensures alignment of plans with Global recommendation on brands with regards to Trade & Shopper activation;
Ensures alignment of Sales / marketing / POS / Customer Management to meet sales goals and profitability;
Participates with Key account managers to meet Customer to present Trade marketing part of the Annual Plan.
• Drives the development of Point of sales strategy & leads its concrete execution based on Shopper Insights and Marketing Plans:
Leads the development of Account Standards for the brands;
For Core brands – Creates all POS materials needed for activation (visibility / together with marketing prepare sales speeches) and ensure its consistency with brands strategy and Customer expectations;
For non-core brands – supports the creation of local material and ensure consistency between channel marketing mix (assortment, promotion, merchandising, price) with customer / shopper expectation, path of purchase and brand strategy;
Follows-up implementation of activation and proposes corrective action to improve efficiency;
Is responsible for the POS Material budget and is responsible with key account for Gross to net investment (review / advise / challenge).
• Is the key interface between Key Accounts and Marketing teams:
Responsible for the proper translation of marketing strategy into channel and customer plans;
Actively support development of Brand Plans (focused on Shopper & Trade input according to WISE model);
Ensure adequate communication & coordination between KAM, Marketing and sales team though annual process;
Lead regular follow-up meeting.
• Builds a Culture of ROI driven activities driving efficiencies in Trade Investments:
Measure the ROI of POS activation;
Proactively propose action plan to improve efficiency of investment;
Is responsible for the A&P budget related to creation of Point of Sales materials (under marketing accountability) and is co-responsible with marketing for the preparation of the sales speeches. Is accountable for Gross to net investment with Key account.
• Lead Baltic Category management projects:
Build with Customer Joint Business plans;
Develop / expand category management;
Coordinate Trade project for Baltic & support CHC Head Baltic.
• Drives the understanding of shopper at Baltic level:
Lead shopper insight acquisition, analysis and transformation into recommendation;
Ensure good understanding and insight in pricing/value to proactively capture opportunities and mitigate challenges;
Transform insights into action plan & follow-up implementation.
• Be visible and proactive member of Baltic CHC team by:
Actively participating in relevant work streams across countries (Baltic operational meeting, Cycle meeting, NoBa Forum);
Share learnings and best practices (Europe Forum, Commercial workgroup).
• Leads and plan the annual Trade master plans for top CHC brands and key accounts, in terms of strategy, Promotion, communication & visibility at point of sales:
Leads the preparation of Annual Trade master plan by supporting / challenging the key account into the preparation of it;
Defines the in-store / channel marketing mix (assortment, promotion, merchandising, price advice) for a given brand / category / customer;
Ensures alignment of plans with Global recommendation on brands with regards to Trade & Shopper activation;
Ensures alignment of Sales / marketing / POS / Customer Management to meet sales goals and profitability;
Participates with Key account managers to meet Customer to present Trade marketing part of the Annual Plan.
• Drives the development of Point of sales strategy & leads its concrete execution based on Shopper Insights and Marketing Plans:
Leads the development of Account Standards for the brands;
For Core brands – Creates all POS materials needed for activation (visibility / together with marketing prepare sales speeches) and ensure its consistency with brands strategy and Customer expectations;
For non-core brands – supports the creation of local material and ensure consistency between channel marketing mix (assortment, promotion, merchandising, price) with customer / shopper expectation, path of purchase and brand strategy;
Follows-up implementation of activation and proposes corrective action to improve efficiency;
Is responsible for the POS Material budget and is responsible with key account for Gross to net investment (review / advise / challenge).
• Is the key interface between Key Accounts and Marketing teams:
Responsible for the proper translation of marketing strategy into channel and customer plans;
Actively support development of Brand Plans (focused on Shopper & Trade input according to WISE model);
Ensure adequate communication & coordination between KAM, Marketing and sales team though annual process;
Lead regular follow-up meeting.
• Builds a Culture of ROI driven activities driving efficiencies in Trade Investments:
Measure the ROI of POS activation;
Proactively propose action plan to improve efficiency of investment;
Is responsible for the A&P budget related to creation of Point of Sales materials (under marketing accountability) and is co-responsible with marketing for the preparation of the sales speeches. Is accountable for Gross to net investment with Key account.
• Lead Baltic Category management projects:
Build with Customer Joint Business plans;
Develop / expand category management;
Coordinate Trade project for Baltic & support CHC Head Baltic.
• Drives the understanding of shopper at Baltic level:
Lead shopper insight acquisition, analysis and transformation into recommendation;
Ensure good understanding and insight in pricing/value to proactively capture opportunities and mitigate challenges;
Transform insights into action plan & follow-up implementation.
• Be visible and proactive member of Baltic CHC team by:
Actively participating in relevant work streams across countries (Baltic operational meeting, Cycle meeting, NoBa Forum);
Share learnings and best practices (Europe Forum, Commercial workgroup).
Requirements
Experience
• Mininum 5 year experience in Trade marketing;
• Prior working experience in FMCG or OTC industry;
• Tertiary qualifications are essential, preferably in Bsuiness with marketing major, alternatively a science / Pharmacy degree or equivalent or an MBA;
• Experience in project management is a must.
Competencies: ability to...
• Be fluent in English and to communicate and influence;
• Think strategically and take decisions and having analytical skills of quantitative/qualitative market data and emerging trends;
• Be client oriented (customer and results focused);
• Be self-driven and proactive;
• Build trust internally and with customers;
• Build strong teamwork across countries and functions;
• Seek and deploy innovative ideas and approaches, and think out of the box.
• Mininum 5 year experience in Trade marketing;
• Prior working experience in FMCG or OTC industry;
• Tertiary qualifications are essential, preferably in Bsuiness with marketing major, alternatively a science / Pharmacy degree or equivalent or an MBA;
• Experience in project management is a must.
Competencies: ability to...
• Be fluent in English and to communicate and influence;
• Think strategically and take decisions and having analytical skills of quantitative/qualitative market data and emerging trends;
• Be client oriented (customer and results focused);
• Be self-driven and proactive;
• Build trust internally and with customers;
• Build strong teamwork across countries and functions;
• Seek and deploy innovative ideas and approaches, and think out of the box.
