Job Title: Trade Marketing Manager
Department: Global Commercial Excellence (GCE)
Reports to: Category & Shopper Director

THE IDEAL MIX OF EXPERIENCE:

• Proven record of developing shopper marketing strategies and effectively influencing internally and externally on their implementation
• Strong understanding of what entails to win in retail, with a customer and shopper centric approach
• Account management experience and having worked on NRM are a plus
• Fluent in multi-functional teamwork, matrix orgs, remote environment
• Connected externally with the latest competitive moves, innovation ideas and trends

EXPERIENCE AND QUALIFICATIONS:

• Educated to degree level.
• Minimum 7 years of FMCG shopper / trade marketing experience, ideally in several markets or global roles.
• Strong Commercial background in multiple markets and categories within consumer goods
• Experience of managing and delivering a portfolio of projects to tight deadlines
• Experience of working in a matrix, multicultural environment
• Ability to influence a diversity of audiences and senior stakeholders.
• Commercially astute.
• Ability to collaborate, manage, influence, and motivate across organisational boundaries.
  

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ROLE OVERVIEW:

This role will report to the Category and Shopper Director in Global Commercial Excellence (GCE) while working closely with the GCE Consumer Insight Manager, GCE Category and Channel Strategy Managers, Market Strategy Planners, Portfolio Acceleration, Global Brand and regional shopper marketing/category development teams.
The primary goal of this role is to build high-impact shopper strategies that will effectively influence retailers to execute the Category Strategy, with WaterWipes in a central role to grow category visibility along the omni-shopper purchase journey to maximise penetration, consumption and retention.
It will be equally important to lead and influence internally on shopper and trade strategies, with an evaluation process of WaterWipes activations to measure their performance and to continuously improve in-market results and ROIs.
The Trade Marketing Manager will also leverage global shopper insights and omnichannel best practices to recommend Category Strategy shopper strategic actions (portfolio, placement, promo, etc) and subsequent WaterWipes shopper marketing plans in the regions.
The role will require having superior strategic big picture thinking, excellent communication skills and strong interpersonal skills to work cross-functionally and effectively influence a variety of stakeholders on omnichannel strategy and execution.

This role, with a Global footprint, will focus on the following areas:

• Elevate Shopper thought leadership and expertise in the business
• Develop WaterWipes omni-store execution strategy (Perfect Omni-store) and educate the organisation and distributors on its Principles and KPIs so that they can also be effectively externalised with retailers.
• Set Up a process that evaluates, reports and improves WaterWipes omnichannel execution within the business operating model
• Define a Global Omnichannel Shopper Activation Strategy which will be localised and implemented in markets (ie. occasion led campaigns)
• Create and deploy sell in materials, tools and trainings to support commercial and brand functions
• Bring superior strategic thinking to Shopper marketing drivers that fuel the Category Strategy, such as portfolio, fixture or Point-of-Purchase disruption
• Support sales teams in localising/customising Shopper strategies to engage retailers on Category and Brand plans
• Partner Global Brand and Regions to bring shopper centric thinking to company’s innovation, growth planning and strategy review processes
• Work with Net Revenue Management team to improve omni-shopper marketing tactics ROI.

ROLE DELIVERABLES:

• Set, evaluate and regularly finetune Perfect Omni-Store online and offline WaterWipes 4P execution principles and kpis to guide commercial teams in Presence, Placement, Promotion, Pricing and Point-of-Purchase (in Baby / non-baby adjacent categories)
• Champion annual deployment of Perfect Omni-store guidance regarding 4Ps and become a trusted guardian of its implementation through the distributors and integrated in retailer JPBs and annual plan negotiations
• Lead Perfect Omni-Store execution regular evaluation through syndicated / distributor/ retailer data & insight within internal business operating model and facilitate scorecards to engage externally with distributors and retailers
• In conjunction with a global shopper marketing agency, develop and influence the local implementation of global activation programs/campaigns/POP materials, founded in WaterWipes uniqueness and superiority to reach and covert more shoppers
• Deliver timely to regional sales teams and distributors, required supportive materials/decks to sell in WaterWipes innovation, product new news, trade strategies, etc
• Establish ways of working to interface regularly with Market Strategy Planners and Shopper Marketing teams to support on customer planning, monitor instore performance, identify needs/opportunities to grow penetration, etc
• Provide Shopper strategic rationale to Portfolio and category expansion business decisions. Also, to the Category Vision and Strategy (and when externalising it in Category Recommendations at customers
• Work with NRM team to improve financial impact of Perfect Omni-store core Principles and KPIs