KEY RESPONSIBILITIES:

Helping the verticals in the Trade BU meet their top line sales objective

• Work closely with the BU Head Trade, National Sales Manager – MT & GT and the 4 Branch Heads to deliver the sales plan
• Central point of contact between Sales and Marketing to align plans
• Work closely with PND and MND BU Heads on a channel strategy for their brands in chemist outlets

Develop consumer promotion strategy with proper action standards and measurement criteria.

• In conjunction with the brand and BU Trade team formulate a consumer promotion strategy which enhances brand saliency and helps in achieving sales & distribution objectives.
• Deliver consumer promotion plans for Pediasure.
• Develop POP to effectively communicate consumer promotions.

Develop and implement winning Point of Purchase strategies

• Formulate Point of Purchase strategy in sync with the brand objectives.
• Develop creative agencies/units which specialize in point of purchase design and implementation.
• Arm the field force with innovative POP tools to create heightened visibility for our brands in the market space

Develop shopper engagement strategy to leverage the shopper/consumer touch points at the point of purchase especially modern trade.

• Develop brand activation programmes in the retail space to maximize reach and shopper interaction.
• Control and manage the ISP program in MT

Develop category based propositions for key accounts to help ANI drive category growth

• Formulate category based commercial proposition for the key accounts in conjunction with the key accounts team
• Develop category and brand development initiatives for the key accounts.
• Involve in negotiations with key accounts to formulate annual business plans.

Develop Trade Marketing Strategy to help achieve sales and distribution objectives

• Set up robust trade marketing activity calendar in conjunction with the brand objectives
• Set up system to update key stakeholders on SG&A spends
• Set up evaluation and measurement parameters for Trade Marketing Activities

• Ensure proper documentation of SG&A spends and distributor reimbursements

Develop channel strategies for existing and new channels.

• Work closely to develop a strategy to motivate distributors / distributor salesmen and get them to drive the ANI business
• Develop a strategy for Chemist channel so as to drive throughput for ANI products
• Work closely with the regions to activate the semi w/s

Sales plan for NPI and NPI tracking

• Prepare a sales launch plan for all NPI
• Track and measure the NPI launch for the first phase