• From a strategic element, implement the marketing (Category) plans into a Country, Channel and Customer specific plan, working closely with KSA CD team and CCD&SCM;team to generate competitive advantage and profitable growth based on deep customer and channel understanding.
• Drive Channel/Customer growth and market share through disruptive instore activations & innovations based on shopper insights & Customer Collaboration agenda.
Main Accountabilities:
Customer Marketing Planning & Execution
• Analyze channel customer marketing plans to deliver category/brand objectives at store level.
• Analyze customer performance at EPOS to generate key insights for improved ROI for the category and customer Activity
• Develops 360 communication programs for designated channel, customer and link the plan to the main category JTBD.
• Develop strong relationships with Retailers at marketing and Activation level
• Work with the brand managers & TCM to deliver retail activation plan efficiency and effectiveness
• Develop and implement customized shopper & channel marketing solutions for each customer based on their characteristics
Activity Scorecard Profitability
• Work with channel managers to ensure excellent in-store activation & delivery of Business Plan.
• Optimize spend and assets to have better ROI for the channel, category, and customer.
• Collaborate with the CCM team to reduce business waste (e.g. manage activity timing and landing)
• Work with procurement to have competitive and cost-effective production options & alternatives.
• Manage the budget and ensure financial planning for all activities
CCM intelligence and Competitiveness:
• Monitor market & competitor behaviors to take relevant actions to counter any changing dynamics.
• Design activities to drive customer s activation strategy & provide the plan through the Activity Plan and link it with promotions.
• Run monthly reviews on activities & do required changes on built activities in the Activity Plan and ensure delivery of the incremental built in within the agreed time frame.
• creating new activities depending on the timelines and chain priorities to bridge gaps.
• Align customer activity plan calendar with activity plan, contingencies to be managed if any.
• Maintain the updated flyer tracker and link it with EPOS for reliable analysis.
Key Tasks & KPIs:
• Develop Channel priority matrix by category by brand
• Integrate Category JTBD within Channel plans/ CBP
• Lead Customer Collaboration Agenda/ JBP/ Customer Business Plan
• Work with CCD on Channel Specific Exclusive Promos & Drives
• Design and Implement channel growth platforms
• Provide required input for Category & Channel Assortment
• Manage Customer In-Store Investment and ROI
• Lead Channel/ Customer in store agenda (Calendar/Investment/Agency Briefs and OSDs Handling)
• Track customer visibility implementation
• Land flawless execution for in store activations
• Manage in store Assets, POSM deployment- retrieval- maintenance with point for non-Category lead activations
• Develop Shopper Understanding into crisp insights and turn it into business opportunities to drive category growth
• Develop Category priority Matrix by Channel
• Integrate Category JTBD within Channel plans/ CBP
• Develop Perfect Store one pager by channel
• Drive Category Catman based on category value drivers and shopper decision tree
• Develop Category in store agenda (Calendar/Investment/Agency Briefs and OSDs Handling)
• Manage In store BMI and ROI
• Brief Agencies for instore platforms
• Land flawless execution innovations in store
• Manage Brand Ambassadors programs in store
• Manage in store POSM deployment- retrieval- maintenance with point for Category lead activations
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