Trade Category Manager BIO

JOB SUMMARY

• Commercial Category Manager for Category (Ballentines & Jameson Family Portfolio) responsible for planning design and roll out programs as per ICMP (Integrated Commercial Marketing Plan) while maintaining budgetary controls & compliance
• Support the Category Lead to establish vision objectives and build & enable strategy for different channels
• Ensure that supporting systems processes and necessary compliance are introduced and complied with. Also responsible to support company objectives by leading the Ballentines & Jameson Family brands to deliver agreed volume and profitability targets
• Drive the National Commercial marketing initiatives for effective efficient and consistent consumer engagement in line with brand strategy. Build the BTL strategy by market lead a Centre of Excellence for brand assets Commercial marketing processes and capability development for fucus markets and channels
• Responsible for increasing the market share through the design and implementation of aggressive campaigns & programs based on thorough analysis and evaluation of the categories market & channel as per the ICMP framework
• Leading national commercial marketing efforts to drive brand consideration through visibility and consumer engagement initiatives high consumption shares through glass in hand excellence at last 3 feet & advocacy

KEY RESPONSIBILITIES

Commercial marketing Strategy & Process

1. BTL Strategy Planning & Review Drive the building of commercial marketing strategy in collaboration with the Category Lead National Commercial Marketing Zonal & Regional Marketing Managers and the Brand teams to be incorporated in the ICMP for each market. Monitor the spend of A&P budgets against allocation drive Process & Review cycles to ensure roll out in line with the ICMP plan

2. Centre of Execution Excellence - Develop and maintain assets library activation templates and national pool of vendors to facilitate consistent execution standards and ease of execution. Build platforms for best practice creation and sharing

3. Processes & Compliance - Create & monitor commercial marketing SOPs & Ways of working with respect to integration of consumer insights and adoption of practices like maestria Path 2 Purchase Design thinking market execution procurement and budget management etc to ensure adherence to internal tools guidelines and consistent execution in the market.

ICMP Planning Adherence & Performance Measure

1. Ensure timely planning and roll out of ICMP plan for Category (Ballentines & Jameson Family Brands)

2. Review and course correct ICMP calendar to drive effectiveness and efficiency of actions Comply to any HQ reporting requirements related to category managed

3. Drive tools and automation of key Processes to ensure consistent reporting and ease of measurement

Brand Leadership and Market Share

1. Pioneer and implement measurable and innovative marketing strategies that will drive revenues profitability market share goals brand equity enhancement and increase awareness

2. Work closely with commercial and brand marketing teams to champion and manage the Category campaigns & programs. Provide strategic value to the brand ensuring it reaches the target segments quickly and effectively; thereby consistently maintaining the national brand image and brand positioning

3. Plan Prioritize Roll Out and follow-up on ICMP initiatives

Brand Activation and merchandising

1. Translate national strategy into actionable calendar setting and overseeing brand portfolio promotion strategies resulting in enhanced measurable market effectiveness through ICMPs

2. Liaise with the ZMMs and RMMs to ensure effectiveness of consumer campaigns develop and implement appropriate benchmarks and framework to assess the effectiveness ROI and cost benefit of spends

3. Develop and maintain an ICMP calendar driving the rigor on the campaign plan ensuring roll out as per calendar. Monitor themarketingbudget for its effective utilization and undertake course-correction if required

4. Develop and build a robust and innovative Channel visibility and merchandising strategy for Category (Ballentines & Jameson Family brands) ensuringmarketingand brand objectives of the portfolio are met in respective channels

5. Drive Brand advocacy effort by developing toolkits for different advocacy programs & platforms

Consumer Insight and Market Intelligence

1. Support and execute new product development and launching strategies packaging printing technologies etc through consumer insights derived from market research competitive mapping and other market intelligence.

2. Monitor monthly volume and industry performance to generate accurate and meaningful insight about consumers & categories in focus channels

People Management

1. Coach and mentor the Regional Commercial Marketing teams - Facilitate sharing of best practices Industry information and innovation 2. Train and Guide National Trade marketing 3P teams on company processes and systems as per the policy

Key Performance Index

1. Lead the Marketing Activation Calendar through ICMP framework

2. Develop and design Channel Visibility & Merchandising Capabilities for different Channels

3. Develop activation platforms campaigns and program for Category (Ballentines & Jameson Family)

4. Develop & deploy programs in Ballentines & Jameson Family portfolio & Cascade to Zonal & Region Teams

5. Drive & ensure internal and global compliance /reporting

INTERACTIONS

INTERNALLY

• Region Sales & Marketing Team
• Zonal Marketing & S&D teams
• Finance Team
• Manufacturing Team
• Legal Team
• National Commercial marketing
• Indirect Procurement team
• Consumer Insights team
• Transformation team
• Central Marketing Teams

EXTERNALLY

• Media & Ad Agencies
• Events & Activation Agencies
• Vendors for development & procurement of GWPs
• Digital influencers and Digital agencies

PROFILE DETAILS

QUALIFICATION:

• An MBA (preferable from a premier institute) with 6-8 years of experience in the Alco-bev Industry

EXPEREINCE

• Must have experience and successful track record with Brand/ Commercial marketing for min 4 years.
• Experience in Commercial function is desirable
• Must have experience and successful track record with Alco-bev industry for min. 3 years
• Ability to manage agency relationships to maximize impact of spending as well as evaluate ROI.
• Ability to manage cross functional tasks is a must

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