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Job Description:
: Shopper Marketing – General Trade, Consumer Business Group, 3M India Limited
Reporting to: Shopper Marketing Lead – General Trade, Modern Trade & Ecommerce
Level: Mid-Level
Works with: Channel Sales Leader, Regional Sales Managers, Category Development Marketers
Position Overview:
We are seeking a highly motivated and results-driven Shopper Marketing Specialist to join our team. The ideal candidate will have a background in sales combined with experience in shopper & trade marketing, with a strong aptitude for data analysis and insights generation. Hands on experience in data analytics & related tools will be a plus. This individual will play a critical role in driving our trade/channel marketing initiatives that are aligned to the portfolio strategy and channel priorities.
Responsibilities:
❖ Develop and execute quarterly and monthly shopper marketing plans to support sales objectives and drive growth
❖ Utilize knowledge of shopper journeys and consumer behavior to develop insights and identify triggers and barriers of purchase within designated channels (Kirana, Wholesale & Other Channels) to drive offtakes
❖ Own the end-to-end process of shopper marketing initiatives, from planning and timely execution to tracking and reporting on key performance metrics
❖ Collaborate with sales teams and category development marketers to identify key opportunities and develop targeted marketing programs and trade/shopper promotions to drive sell-through and market share gains.
❖ Work effectively with vendors (creative agencies, POSM agencies) to deliver best-in-class & innovative point of sale communication
❖ Utilize data analysis and market research to identify trends, opportunities, and areas for optimization within the trade/channel landscape
❖ Leverage data management tools such as Power BI and other data analytics platforms to gather, analyze, and interpret data to inform decision-making and enable faster course corrections
❖ Monitor market activity and industry trends/external syndicated data to identify areas for differentiation and competitive advantage
❖ Drive innovation and creativity in shopper marketing strategies and tactics to maintain a competitive edge
KPI’s
1. Quality of Plans: Utilize data and market insights to develop relevant and sharp programs aimed at driving growth.
2. Delivery of Plans: Take ownership of the end-to-end activity of program planning for the month and quarter. Ensure seamless execution, including timely rollouts of plans, Point of Sale Materials (POSM) elements
3. Efficiency of Execution: Utilize impactful and easy-to-execute POSM elements. Implement optimal schemes and promotions to drive off-take and maximize effectiveness.
4. Use of syndicated data for opportunity identification: Utilize syndicated data and market insights to inform adaptive marketing strategies, driving market share and penetration/expansion in the GT channel through informed decision-making
5. Quality of Analysis: Conduct 360-degree analysis of programs to ensure minimum standards of quality and effectiveness.
6. Agility & Course Correction: Use data and insights to understand what is working and what is not. Course-correct as necessary to ensure the delivery of desired results
7. Budget Management: POSM, trade/channel spends (Schemes/Loyalty programs)
Qualifications:
- Master’s degree in marketing, Business, or related field
- Proven experience in sales combined with a min 2 years’ experience in shopper/trade marketing.
- Strong data analysis skills with experience using data management tools such as Power BI, Excel, and other data analytics platforms.
- Excellent analytical and problem-solving abilities, with a keen eye for detail and the ability to draw actionable insights from complex data sets.
- Strong project management skills with the ability to prioritize, multitask, and meet tight deadlines in a fast-paced environment.
- Ability to work with cross functional teams.
- Self-Starter with a strategic mindset, with a passion for innovation and continuous improvement.
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