Senior Customer Marketing Manager

Position Name: State Customer Marketing Manager

Level : L5-A -Senior Manager

Reports to: Cluster Head

PURPOSE OF THE ROLE:

The role looks at supporting the cluster deliver the NSV and market share objectives. The SCMM is responsible for supporting the design, framing execution and tracking of the customer marketing plans at a market / outlet level

TYPICAL ROLE REQUIREMENTS

Qualification:

• MBA in Sales and Marketing

Experience:

• 4- 6 years’ experience

• Worked in the Alco—Bev/ FMCG industry

Knowledge & skills:

• Planning, budgeting, execution and review. • Analytical & reasoning skills • Communication & negotiation skills • ROI Orientation •Vendor Management

Best suited for someone who

• Believes in perfection when it comes to execution • Has the self-confidence to deal with people across levels • Happy to spend majority of time in the market • Good at networking

AREAS OF RESPONSIBILITY PERFORMANCE MEASURES (QUANTITATIVE / QUALITATIVE)

1 Business delivery

• Support the cluster deliver the NSV and market share objectives. • Plan and finalize the annual budget with cluster head and RCMH for customer marketing plan and prepare Quarterly Brand Wise Activity Calendar with Pre M&E details

2 Executing customer marketing strategy

• Execute the customer marketing initiatives and activations in coordination with regional marketing team and state sales team. • Execute brand communication options at various channels as per brand imperatives. • Understand the state nuances in channels which are used in designing local programs keeping in mind brand, channel and micro channel. • Ensure the sales team is aligned to the marketing activity and standards and conduct training on QDVP3 & Score updation with parameter wise analysis • Conduct market visits and make visibility and launch plan to achieve WOD results • Finalize godowns as per EHS compliance and get required approvals on budget and allocation • Evaluate and finalize vendors and retailers and ensure their performance meets the brand agenda • Design and finalize schemes (channel, coverage etc) and gifts for the promotion activities • Ensure adherence of all the brand channel activities as per the plan and take necessary corrective action to meet the customer marketing agenda including brand activation' promotor, retailer and vendor management; outlet and godown selection; and training.

3 Activation

• Coordinate for different activities like In Pack / On Pack promotion, signage & activation follow up with sales team (on-trade & off-trade) & regional marketing team. • Plan and execute the display / counter salesman scheme in the state from POSM deployment to market execution. • Co-ordinate with vendors to oversee execution of signage in the state. Support the team in the choice of outlets for implementation. • Coordinate with HO/Units for POSM order placement and deployment

4 Tracking and M&E

• Monitor and evaluate performance and TTL usage(brand/channel) to define actionable learning for improvement and ensure recording of the same in the winning activation portal • Provide feedback to the regional marketing team and sale team for improvement. • Map competition activities and take counter action on the same • Drive seamless route to consumer effectiveness by proper check, outlet wise tracking & scoring is done

5 Promoter Management

• Handle promoter management - PJP planning in BI Portal, coordination with the manpower agency for claim settlement etc. Promotion uploading in BI portal. • Coordinate for promoter performance within the town and plan the incentives • Plan selection and regular training intervention for the promoters in the state

Diversity statement

Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills, and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique