Role Purpose

• Lead Shopper & Customer Marketing plan & strategies as well as responsible for maximising revenue and contribution requirements by identifying market opportunities, managing the relationship between the company and channels of sales to the shoppers, optimising shelf space & point of sale, determine promotion strategies, thus ensure sales and brand profitability & objectives are met.
• The shopper & customers marketing strategies need to be in line with brand strategies and sales objectives; Head of S&CM will be working closely with Marketing Manager & Senior Sales Managers to define strategic brand directions thus lay down top line strategies. Collaborates with marketing & S&CM Managers for ideation, planning & budgeting, production & implementation of all in store activities, including point of sales materials & promotions. Lead S&CM team on market intelligence resource reading thus identify risks/ opportunities and develop strategic action plan to address the issues. Ensure sufficient spending of central budget & supervises the trade marketing spending in the subsidiaries.

Key Accountabilities

Shoppers & Trade Strategy

• Lead in development & implementation of shopper & trade strategies for all categories to meet company sales/market share target & objectives.

Leadership & Strategic Plan Implementation

• Lead S&CM Team to convert strategic plan into action which covers all in-store 4P fundamental including assortment, pricing, in store visibility for home shelf and secondary displays, in-store activation and promotion to win at POS.
• Lead the S&CM Team in the key roles of Planning (ABP, Business Review, Innovation 4P), Commercial operations (By RE PICOS, POSM and KCP activation, Promotion planning & Pre-Post Analysis), Customer Engagement (4P Category Selling Stories, JBP T2T, Category Insights and Action Planning) as well as In-store Execution (KPI setting for Top Store, TRAX, AVC program)

Strategic Analysis, Problem Identification & Solution

• Lead category review to identify product/category issues and opportunities by channel with recommendations to maximize opportunities. Track and measure sales performance vs target, identify potential gap, review plan to close gap.

Budget & Control

• To manage & control total S&CM Budget thus ensure S&CM spending meets company financial objectives.

Reporting

• Collaborate with marketing intelligence resource to read & report top line report results of activities & communication; lead & conduct promotion effectiveness analysis thus ensure all promotions yield solid return on investment, and provide recommendations.

Coaching & Team Development

• Coach & develop team’s skill thus improve overall S&CM team synergy between Sales, Marketing & S&CM.