Role Purpose

Lead and execute the Shopper & Customer Marketing (Trade Marketing) strategy for the Pharmacy & E-comm channel of Colombia, ensuring a consistent, profitable execution adapted to the specific operational dynamics and commercial potential of this channel.

This role is responsible for defining strategic guidelines by customer type and category, working with local teams to validate and adjust implementation, and ensuring alignment with brand priorities and field realities.

This role translates brand strategies into customer-relevant plans, coordinates with Sales, Marketing and POSM, and leads execution in-store, with full accountability over assigned budget, activations, and category KPIs.

Main Accountabilities

Strategy Design & Channel Leadership

• Define and lead channel strategy for Drugstores & E-comm, including activation frameworks, visibility guidelines, assortment strategy, and execution standards by customer type.
• Prioritize initiatives by category, and brand, considering the channel’s commercial relevance.
• Ensure alignment with brand campaigns by collaborating with marketing and other cross-functional teams.
• Design strategies that incorporate the in-store presence of advisory teams (e.g., customer’s dermo consultants).

Collaboration with Country Teams

• Work closely with the Sales team to ensure the commercial plan is implemented effectively.
• Align with Marketing to localize brand campaigns and innovations into channel-specific actions.
• Act as the main point of contact for the Personal Care category within the S&CM structure.
• Ensure a smooth translation from brand strategy to shopper touchpoints.

Execution Guidelines & POSM, Activations & In-store Excellence

• Define and update PICOS (Picture of Success) by channel and customer.
• Lead and coordinate with POSM team to allocate and manage POSM materials according to the channel strategy.
• Conduct structured store visits to assess execution, identify gaps, and capture shopper insights.
• Oversee implementation quality via reports, TRAX, store visits, and collaboration with Instore Excellence.

Performance Monitoring & Strategic Adjustment

• Track key channel KPIs, including:
  • Sell-in, Sell-out, Market Share
  • Distribution, Visibility, MSL, Velocity
  • Channel adoption of strategic initiatives
• Collect insights and lead tactical or strategic adjustments to the channel plan accordingly.

Key Performance Indicators (KPIs)

• Sell-in, sell-out, and channel market share growth
• Execution performance vs. defined guidelines
• % of strategic initiatives implemented
• Visibility and execution impact measured through Instore KPIs