Shopper Marketer

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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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