In the role of Shopper & Customer Manager Health Care you will define and execute the local Customer strategy to grow and develop the Hansaplast Brand with our trade partners. In this role you will function as an all-round commercial leader taking responsibility for all facets of Shopper & Customer Marketing. From Channel strategy, Category Management to POS activation, assuring for our Hansaplast brand and assortment excellent in-store performance. The Health Care Division has been assigned as one of the company’s focus pillars for strong growth and expansion in the near future. You will report to Head of Health Care business unit Benelux. The main responsibilities are:
• Facilitates the development of an effective, coherent and integrated (with Sales and Marketing objectives) shopper and customer marketing strategy for the Health Care categories that results in Beiersdorf achieving its sales, profit, market share and point of sale objectives.
• Be the category expert and act as a sparring partner for the customer. Provide category wide input & optimizations for category growth with Hansaplast as growth driver.
• Develops and co-ordinates the Beiersdorf distribution strategy for 1st and 2nd placement and introduction plan to strengthen our brand performance on store level and maximize long-term profitable growth and market share.
• In the lead for assortment recommendation per channel and customer, planogram support for customers. Directing the development of effective Category Management strategies that deliver growth and competitive advantage for Hansaplast
• Responsible for development and implementation of a Health Care channel strategy. Both channels in Mass and Pharmacy require a very tailored approach: dealing with very different elements per channel in terms of: competitor environment, shopper profile and needs, formula format, promotional climate, investment and support requested.
• Supports the development of customer relationships in Mass market by completing regular customer reviews/ visits in relation to shopper and customer marketing activities and sales performance, recommending opportunities to KAM’s or Head of Sales.
• Define and implement the promotion and display strategy for the different Hansaplast Categories across customers and channels. Working in close cooperation with the VAS team, local Brand Manager and Global SCM team for implementation
• Within the Health Care categories lead and manage the planning, execution and review of brand activation/ promotions within the retail environment and across all available retail marketing media.
• Monitor, analyses and control POS activity and budget, maximizing sales and profit throughout the year in cooperation with the Hansaplast Brandmanager
REVENUE GROWTH MANAGEMENT:
• Steer and optimize the Hansaplast assortment across channels to assure the strongest revenue
• Together with Hansaplast brand Manager & NAM define optimal pricing & promotion strategy for Health Care portfolio. Track performance & provide sales with options for optimizations throughout the year.
SHOPPER INSIGHT & ACTIVATION:
• Leads the identification of key shopper challenges and knowledge gaps in the Health Care category ensuring that annual Consumer Insight and Market Research plans or global studies address them.