Regional Shopper & Customer Marketing for GT is responsible for the one of the key verticals of S&CM at Nivea i.e., Indirect Channel Partners of Top 8.5K, 20K, Chemist and Wholesale. Key responsibilities include shopper activations, customer management, budget management for trade scheme and evaluating & implementing strategies for business growth .

Planning

• Sub Channel Planning & Management: Plan and manage the sub-channel growth, contribution to the overall sales plan. Manage Chemist, top 7.5K stores, top 20K stores, Rest of Retail, Super Distributors and Wholesale channels. Drive select MSL SKUs.
• S&OP Planning: Closely partner with indirect channel to ensure that bottom up S&OP forecast is baked into the overall plan led by Supply Chain. Represent the direct channel in the S&OP discussions
• GT JBP: Planning, Quarterly Scorecards, Actions and follow ups
• Marketing Planning: Plan and drive and executing market share strategy.
• Sales capability planning: Plan capability interventions for direct channel field force on various topics
• Drive sales contests to drive focus BGRs

Field Execution

• RE Mapping
  • Ensure Execution of Defined RE in system
  • Align the RE basis trax, checks every quarter
  • Bi yearly updates and corrections if any
• MSL
  • MSL Availability by RE
  • Ensure 100% MSL execution as per RE/ TRAX
• INNOVATION PICOS:
  • New Products Guidelines as per HO Selling Story
  • Execution by RE
  • Availability in Primary and secondary shelf as per defined norms
• CSR: Execution as per CSR actionable
• AVC: AVC Audit + Execution as per new SOP
• Active Accounts: Target Delivery for AA regions/ ASM
• Top 10: Top 10 Penetration as per the ABP targets, availability, execution, width etc
• TRAX: As per the guidelines
• Channel Management
  • Driving growth & distribution across channel clusters within region
  • Monitoring channel performance & identifying opportunities for business growth in key clusters
  • Localized initiatives to fuel business growth in channels
• Launch Planning
  • Plan distribution, sell ins and finalize launch plans for all the new launches in consultation with HO team.
  • Track the launch plan vs actual achievements and do offtake tracking for all the new launches.
  • Align all stakeholders to ensure that the launch plan is customized at micro-level
• Planning & execution of shopper engagement activations & local shopping occasions/festivals at POS along with HO team.
• Planning & execution of all Merchandising & Visibility elements in GT customers & visibility budget management. Driving efficiency in visibility spend my monitoring & driving C2S.

Commercial

• Driving Trade scheme efficiency across channels & providing inputs to HO S&CM team for localized trade plans.
• Damage Management *
• Maintain regular and structured engagement with all key distributors via monthly or quarterly business reviews (MBRs/QBRs). Engage with distributors basis their classes and contribution.

Field Force Management

• Drive the quarterly and annual incentive scheme for the field force based on the strategic sales priorities
• POS execution*
• Coordinate with the ASM teams to ensure the sub-channel delivery. Ensure that key focus BGRs are driven as per plan