Consultant at AVTAR Career Creators
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Senior General Manager/Manager - Category Development (10-12 yrs)
Category Strategy and planning :
- Drive the business of the category in the clusters to achieve NSV and market share objectives
- Develop channel level plans for the categories
- Develop distribution and visibility strategy for the categories
- Develop activation strategy for the categories
- Manage customer marketing budget for the brand
- Recommend pricing strategy for the brands Delivery of business of Category
Channel Strategy & Planning :
- Conceptualize and design the Channel Leadership Program with defined levers / metrics in coordination with sales and marketing
- Develop visibility strategy for the respective channel and oversee execution through Regional Trade Marketing
- Lead the annual & quarterly Channel-Brand activation planning process, and evaluate activations in the channel
- Collaborate with Brand Team to support Brand Building activities QDVP3 scores
Drive Implementation of Channel Programs :
- Design and leverage influencer programs in regions to effect consumer choices at point of purchase / consumption
- Develop channel insights through shopper interactions, brand study, market research and internal workshops. Benchmark against FMCG best practices.
- Roll out and oversee implementation of Channel Leadership Program in regions
- Prepare channel playbook, as a one point collection of channel nuances, activities, learnings etc.
Qualitative 4 :
Monitoring & Effectiveness Evaluation :
- Establish robust measurement & feedback mechanism for Customer Marketing initiatives and highlight performance metrics and target achievement
- Manage inter-functional process & relationship for seamless execution - interface for channel with Customer Marketing, Sales and Brand teams
- Carry out effective business analysis to respond to channel, category,customer, and competitive industry trends.
- Focus on identifying growth opportunities for USL through the channel and key customers
Qualitative 5 :
People Management :
- Coach and mentor the team
Key Skills :
- Proven leadership skills, a strategic mind-set, a passion for innovation and agile responsiveness
- Channel Partnership related experience :
Decisive & effective problem-solving ability
- Very strong analytical skills both qualitative & quantitative
- Detail orientation, strong organizational skills
- Proven communication and presentation skills
- Strong ROI orientation
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