Function: Shopper Marketing

Location: Bengaluru

Reporting To: Vice President - Shopper Marketing, Packaged Beverages, OI, RTD

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 category in line with business plan and growth aspiration in conjunction with regional teams and lead the operations of TCPL Channel Loyalty Programs, planning and execution of the Program by channel, in close coordination with the regional teams, understanding competition, building best in class relationships, merchandising, managing spends and ensuring achievement growth and share aspirations. Develop & Implement the Trade Marketing & Distribution Strategy for the in coordination with Marketing and Regional Sales Teams. Conceive and implement the comprehensive sell-in and sell-out strategy for the organization.

This job is at N-3 level (N corresponds to CEO’s level)

Top dimensions:

Geography: India

Direct reports: 3

Primary Stakeholders (Optional): India Sales, Marketing, Finance

Matrix Reports: VP Shopper Marketing, Category Development (Packaged Foods, Capital Foods, Soulful)

Type of Role: People Manager

What are the Key Deliverables in this role?

Financial Outcomes

• End-to-end delivery of the premium grocery retail, SAMT program and ensure strong ROI of the program by effective P&L management of the program.
• Drive different categories of Activation for Focused States
• In-charge of building a Merchandising Agency Team; training and improving capability of the same to ensure timely and effective execution of visibility in outlets
• Champion initiatives focused on enhancing productivity at the frontline by implementing measurement and incentivization strategies for pertinent metrics within the Sell-Out strategy.
• Understand and arrive at key insights that drive shopper behavior to leverage into business growth
• Develop and Implement the Top Outlet strategy for the organization both in Grocery Retail, SAMT and Wholesale.
• The end-to-end process of planning, budgeting, executing, and reviewing for Loyalty Programs.

Customer Service

• Sell-out: Identify gaps and streamline merchandizing process, develop solutions to improve Promoters/Merchandizers productivity for priority beats
• Continuously understand and evaluate Competition volumes, inputs/program construct to develop and execute best-in-class merchandising, inputs, and actions to gain volumes and shares vs competition
• 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.
  • 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, and team building activities.
• Conducting a comprehensive survey among our trade partners to gain insight into their satisfaction levels and implementing measures to enhance their overall experience.

Internal Processes

• Responsible for Trade marketing spends and Loyalty Programs pan India.
• Delivery on projects to drive sales effectiveness and market share improvement across categories
• Build and manage strong actionable Digital Framework for onboarding of outlets, merchandiser activity in market, dashboarding of scores and sales by outlet and movement vs Plan
• Provide regular market feedback to the management with regards to competition, brand position, challenges & opportunities
• Work with the Trade Marketing Sell-In & the Category teams to ensure proper cycle planning & execution in the market

Innovation and Learning

• Plan and drive specific initiatives and strategies to increase sales
• Work closely with all External agencies managing audits, merchandising execution and pay-out, internal stakeholders (both Regional Sales Directors, and Finance) to ensure issue resolution and to optimize/make the program more efficient with respect to ROI
• Use market, shopper, and customer insights to assess changing customer habits / loyalty and identify category growth opportunities.
• Devise innovative ways to create visibly, audits, pay-outs, dashboarding, engagement, rewards, and recognition.
• Continuously understand and evaluate Competition volumes, inputs/program construct to develop and execute best-in-class merchandising, inputs, and actions to gain volumes and shares vs competition.
• Provide regular market feedback to the management with regards of competition, brand position, challenges, and growth opportunities.

What are the Critical success factors for the Role?

• Experience of having worked in sales, customer/trade marketing and having run loyalty programs, preferably.
• Strong leadership skills which include strong people management skills to drive a large sales system
• MBA with 9+ years of relevant work experience in reputed FMCG organizations

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