Job Purpose:

The Category & Shopper Activation Manager plays a pivotal role in driving category growth and enhancing shopper engagement through strategic planning and execution of commercial initiatives. This position requires a comprehensive understanding of market dynamics, consumer behavior, and effective budget management to optimize promotional activities and ensure alignment with business objectives.

A diversity candidate is preferred.

Key Responsibilities:

• Integrated Commercial Planning (ICP):

• Spearhead the Integrated Commercial Planning process, translating the Market Business Strategy (MBS) into actionable plans that outline commercial activities for the upcoming year. This involves collaborating with cross-functional teams to ensure that all initiatives are aligned with the overall business strategy and objectives.

• Budget Management:

• Oversee the allocation and management of budgets for category and shopper activation initiatives. This includes forecasting, monitoring expenditures, and ensuring that financial resources are utilized effectively to maximize return on investment (ROI) for promotional activities.

• Activity Planning & Execution:

• Develop and implement comprehensive activity plans that drive category growth and enhance shopper engagement. This involves coordinating with marketing and sales teams to ensure timely execution of promotions and campaigns that resonate with consumers.

• Onus of RDBN: PTS Allocation and BU Alignment:

• Manage the allocation of Promotional Trade Spend (PTS) and ensure alignment with Business Units (BUs) to maximize the effectiveness of shopper marketing initiatives. This includes analyzing performance metrics and making data-driven decisions to optimize promotional strategies.

• Quarterly Investment Review (QIR):

• Conduct Quarterly Investment Reviews to assess the effectiveness of category initiatives. This involves analyzing performance data, identifying gaps, and recommending adjustments to enhance future investments and promotional strategies.

• Trade Input Structuring:

• Structure trade inputs based on insights from retailer buying trends across different channels. This involves identifying key drivers that influence shopper behavior and leveraging this data to optimize promotional strategies.

• ROI Reviews (Quarterly):

• Conduct quarterly reviews of return on investment for promotional activities to assess their effectiveness. This includes analyzing sales data and consumer feedback to inform future promotional strategies and ensure continuous improvement.

• Driving New Product Development (NPD) & Premiumization:

• Lead initiatives focused on driving new product development and premiumization within the channel. Collaborate with product development teams to ensure alignment with market needs and consumer preferences.

• Review the Efficacy of Channel Programs:

• Regularly assess the effectiveness of channel programs to ensure they meet performance targets. Provide insights and recommendations for improvement based on data analysis and market feedback.

• Sampling Efficiency Tracking and Management

• Building Category Knowledge for field teams

Qualifications:

• MBA from a Tier 1 or Tier 2 B School

• Atleast 2 years of Core ASM GT experience in a FMCG

• Experience in the Petcare Sector

Competencies:

• Strategic thinking and problem-solving abilities.

• Strong project management skills to handle multiple initiatives simultaneously.

• Ability to adapt to changing market conditions and consumer preferences.