Function: Shopper Marketing

Location: Mumbai

Reporting To: Director – Category Development – Foods

At Tata Consumer Products Ltd, we stand #Forbetter – Planet, Sourcing, Nutrition, Communities. And #ForBetter Opportunities …. Here’s an exciting one!

How does this Job align to our Strategy?

At the core of Tata Consumer Products' business approach lie six strategic pillars that serve as the foundation for its growth and success: Strengthening & Accelerating our Core Business, Driving Digital and Innovation, Unlocking Synergies, Creating a Future-Ready Organization, Exploring New Opportunities and Embedding Sustainability.

This job opportunity closely aligns with one of these key strategic pillars, which is driving Strengthening & Accelerating our core business. The role is responsible for sales of the Foods category in line with business plan and growth aspiration in conjunction with regional teams. Develop & Implement the Trade Marketing & Distribution Strategy for the organization in coordination with Marketing and Regional Sales Teams in line with Business objectives.

This job is at N-4 level (N corresponds to CEO’s level)

Top dimensions :

Geography: India

Direct reports: NA

Complexity of the role (Optional) :

Matrix Reports : NA

Type of Role : Individual Contributor

Primary Stakeholders (Optional) :  India Sales, Packaged Foods Marketing Teams, Demand Planning Teams, Sales Finance Teams

What are the Key Deliverables in this role ?

Financial Outcomes

• Understand and arrive at key insights that drive shopper behavior to leverage into business growth
• Deliver strong performance in essential core categories to meet our annual revenue goals for existing as well as emerging categories.
• Delivering EBIT goals aligned for GT Channel across categories.
• Champion initiatives focused on enhancing productivity at the frontline by implementing measurement and incentivization strategies for pertinent metrics within the Sell-In strategy.
• Attaining EBIT objectives harmoniously orchestrated across an array of categories within the GT Channel and other programs.
• Develop and Implement the Top Outlet strategy for the organization both in Grocery Retail, SAMT and Wholesale.
• Plan, Control and Efficiently Deploy budgets for brand building activities in trade:
  • Plan the Trade Marketing Budget for the category/brands for all channels.
  • Monitor and share rolling FC on all A&P spend pools.
  • Devise process and share forward rolling 3 monthly activity calendar to enable forecasting by sales teams
• Operate within planned budgets and judiciously invest in activities to drive brand growth.
• The end-to-end process of planning, budgeting, executing, and reviewing Below-The-Line (BTL) budgets
• Critical anchor for entire Category planning and implementation for the organisation in GT
• Work jointly with Sales Finance Head & team members to monitor and deliver on all financial goals lined up for GT Channel

Customer Service

• Sell-out: Identify gaps and streamline merchandizing process, and develop solutions to improve DSR productivity for priority beats
• Develop and execute the Sell-Out strategy, establishing compelling brand connections with shoppers at the crucial point of purchase. Deliver outstanding brand campaigns in-store that captivate and resonate with our target shoppers. This entails:
  • Collaborating seamlessly with brand teams and agencies to construct potent activation platforms.
  • Spearheading innovation initiatives to heighten brand visibility among our desired shopper demographics.
  • Crafting distinctive Point of Sales Materials tailored to each channel, designed to stand out from the crowd and provide a unified visual identity for our campaigns. Develop a Point of Purchase (POP) vision that reinforces brand and category messaging while bringing our brand's essence to life within the store.
  • Devising programs and overseeing plans that inspire and invigorate our sales organization, including our distributor sales team, through activities such as off-site events, product launches, sales incentives, conventions, and team building activities.
• Collaboratively craft the Sales & Distribution (Go-To-Market) Strategy in partnership with regional teams, facilitating top-tier market and outlet coverage, as well as weighted distribution for TGBL Brands. Continuously engage with field teams to guarantee the punctual and high-quality execution of these strategies.
• Undertaking initiatives aimed at enhancing key input metrics such as UOB (Units on Order), Bills Cut, and Lines Cut

Internal Processes

• Responsible for:
  • Trade marketing spends and BTL activity for all categories
  • Deliver on projects to drive sales effectiveness and market share improvement across categories
• Collaboratively craft the Sales & Distribution (Go-To-Market) Strategy in partnership with regional teams, facilitating top-tier market and outlet coverage, as well as weighted distribution for TCPL Brands. Continuously engage with field teams to guarantee the punctual and high-quality execution of these strategies.
• Work jointly with channel development team and devise strategies to deliver all critical goals set for GT channel.
• Examine industry and competition's best practices to establish benchmarks, and consistently innovate to enhance sales systems and processes for increased efficiency and productivity.
• Anchors the entire planning and GTM for new launches.
• Ensure the attainment of the prescribed index score, a pivotal aspect of our Execution Scorecard
• Strategically planning and executing cyclical activities
• The comprehensive management of pricing and promotional strategies across GT.

Innovation and Learning

• Category development:
  • Plan and drive category specific initiatives and strategies to grow sales
  • Central planning of category specific requirements (e.g., demand planning, forecasting) to meet overall targets, and development of category specific strategies (in conjunction with Marketing, RGM and GT Cluster teams)
• New product launch / Exclusive SKU’s for the channel: Build robust plans for all NPD’s / exclusive Channel SKU’s with key focus on retail planning basis
• Utilize Business Intelligence and Analytics to thoroughly investigate and assimilate pertinent data and insights encompassing shoppers, customers, and channels. This analysis serves as a foundation for identifying growth opportunities within our category and brand portfolios
• Work jointly with Digital function team members to leverage technology and data for simplifying key business processes and maximizing insights for key business decisions. Work towards best-in-class leverage of data to minimize operational tasks for field sales team members, including simplifying the job to be done for a DSR in any store.

What are the Critical success factors for the Role ?

• MBA with 4 to 6 years of relevant work experience in reputed FMCG organizations
• Understanding & knowledge of Sales & Distribution systems, understanding of GT systems, trade marketing and category development

What are the Desirable success factors for the Role ?

• Proven and Deep knowledge of Sales and Distribution - budget, planning and operational control.
• Knowledge of trade & shopper marketing and linkage with trade, along with strong experience in delivering P&L goals
• Experience of working with GTM business to drive schemes and plans
• Comfortable with handling ambiguity & cross functional stakeholder management
• Keen interest and knowledge of digital solutions to improve sales processes and maximize data led insights.

TCPL Growth Mindset and Behaviors

We are obsessed about keeping Consumers & Customers first in our hearts – that’s why we are here !

We are trailblazers in executing with Excellence … Together as One Team !

We take Ownership of our business …delivering value for our Stakeholders .. no Compromises !

We are Open to Continuously improving … Continuously innovating … For Better !

We live & breathe our Tata Code of Conduct

About Us: At Tata Consumer, we stand ‘For Better.’

Tata Consumer Products is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. Our brands embody our purpose of ‘For Better ‘through the value they deliver to consumers with a focus on innovation, health and wellness, convenience and premiumisation. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks, mini meals, herbal supplements and vending business. Few of our key brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+, Tata Salt, Tata Sampann, Tata Soulfull, Organic India and Chings.  In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products.

The Company has a consolidated annual turnover of ~Rs. 20,290 Crs with operations in India and International markets. For more information please visit www.tataconsumer.com