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. He/she would be the key person involved with all launch planning along with HO team, driving channel efficiencies & channel programs. Create Retail Excellence at point of sale and develop stronger customer partnerships by building customer blueprints & driving excellence in execution. Developing & implementing GTM strategies & initiatives to improve efficiency & effectiveness of trade coverage.

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
• Marketing Planning: Plan and drive and executing market share strategy.
• Sales capability planning: Plan capability interventions for direct channel field force on various topics

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.

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.

One point of contact in region for all data reporting to HO S&CM team