Shopper Marketing Manager

Cholayil Private Limited; Mumbai; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Cholayil Private Limited in Mumbai invites applications for an Assistant Manager – Trade & Shopper Marketing MT. The role focuses on modern trade and shopper marketing initiatives to drive channel growth, shopper conversion, and brand visibility.

You will collaborate with MT KAMs, Brand Marketing, and external partners to translate objectives into customer programs and in-store activations. Candidate should have 4–7 years in FMCG/Beauty & Personal Care marketing, with strong analytics, budget

Qualifications

• Graduate degree in Marketing, Business Management or a related discipline.
• MBA/PGDM in Marketing preferred.
• 4–7 years of relevant experience in Shopper Marketing, Trade Marketing, Brand Activation, Category Marketing or Channel Marketing.
• Experience in FMCG / Beauty & Personal Care / Consumer Goods preferred.
• Exposure to offline and digital commerce channels is an advantage.
• Experience working with Modern Trade customers will be preferred.
• Strong analytical and commercial orientation.
• Ability to work with Sales/KAM and other internal teams.
• Good understanding of budgets, investment tracking and ROI.
• Strong execution and project management skills.
• Ability to manage multiple stakeholders and external agencies.
• Exposure to promoter/merchandising programs will be an advantage.

Responsibilities

• Support the development and execution of the MT Trade Marketing plan in alignment with business and brand objectives.
• Work with MT KAMs to identify customer-specific growth opportunities and develop appropriate trade programs.
• Support planning and execution of visibility programs, secondary displays, new product launches, festival and seasonal programs, and customer-specific activations.
• Ensure trade programs are implemented effectively across priority MT customers and stores.
• Coordinate with Sales/KAM teams to align trade investments with business objectives.
• Track trade spends and execution against approved plans.
• Develop and execute shopper activation programs to improve shopper awareness, consideration, trial and conversion.
• Understand shopper missions and category purchase triggers to enhance engagement at the point of purchase.
• Develop programs around in-store visibility, category fixtures, cross-category activation, and promotions.
• Support development of customer-specific shopper activation plans with MT KAMs and Brand Marketing.
• Ensure shopper initiatives align with the overall brand proposition and category strategy.
• Support MT promoter strategy and deployment framework; track promoter productivity; coordinate with third-party Program Manager; review productivity and ROI.

Skills

Analytics

Project management

Stakeholder management

Sales alignment

Budget tracking

Promoter program knowledge

Education

Graduate degree in Marketing/Business

MBA/PGDM in Marketing

Job description

Cholayil was started in 1969 by Dr. Sidhan, a certified medical professional. Dr. Sidhan used his understanding of Ayurveda to develop Medimix, an Ayurveda soap. Medimix soon became a household name and transformed into the flagship brand of the company. The ingredients in Medimix are frequently used in Ayurveda for the treatment of skin maladies. The qualityof the product and marketing perseverance of Dr. Sidhan were crucial factors for the success of the Medimix Brand.

In 2011, the leadership of the company passed on to Mr. V. S. Pradeep Cholayil and now it has become a multi – Crore FMCG organization. In 2007, Cholayil acquired the talcum powder brand Cuticura and expanded it to the deodorant and soap segments. It also acquired the soap brand Krishna Thulasi in 2011. Cholayil’ s other subsidiaries are Sadayush, an Ayurvedic cure and care center, and Jullaaha, a clothing line made from natural dyes and fibers.

Cholayil Private Limited is an equal opportunity employer. We believe in hiring a diverse workforce and sustaining an inclusive, people-first culture. We are committed to non- discrimination on any protected basis, such as disability and veteran status, or any other basis covered under applicable law

Our company website: www.Cholayil.com

Job Description – Assistant Manager – Trade & Shopper Marketing MT

Designation: Assistant Manager – Trade & Shopper Marketing MT

Experience: 4–7 Years

Industry Preference: FMCG / Beauty & Personal Care / Consumer Goods

Role Purpose

To support the development and execution of Modern Trade Trade Marketing and Shopper Marketing initiatives to drive channel growth, shopper conversion, brand visibility and incremental sales.

The role will work closely with MT KAMs, Brand Marketing, Category, Sales and external execution partners to translate business and brand objectives into effective customer programs, in-store activations and shopper initiatives.

The role will also support the strategy, governance and productivity management of the MT promoter/assisted-selling program, while day-to-day promoter operations will be managed by the appointed third-party Program Manager.

Key Responsibilities

1. Modern Trade Trade Marketing

• Support the development and execution of the annual MT Trade Marketing plan in alignment with business and brand objectives.
• Work with MT KAMs to identify customer-specific growth opportunities and develop appropriate trade programs.
• Support planning and execution of:
• Visibility programs, Secondary displays.
• New product launches
• Festival and seasonal programs, Customer-specific activations
• Ensure trade programs are implemented effectively across priority MT customers and stores.
• Coordinate with Sales/KAM teams to ensure alignment between trade investments and business objectives.
• Track trade spends and execution against approved plans.
• Develop and execute shopper activation programs to improve shopper awareness, consideration, trial and conversion.
• Understand shopper missions, purchase occasions and category purchase triggers.
• Identify opportunities to improve shopper engagement and conversion at the point of purchase.
• Develop programs around:
• In-store visibility, Category Fixtures.
• Cross-category activation
• Consumer promotions
• Seasonal / occasion-based programs
• Support development of customer-specific shopper activation plans in partnership with MT KAMs and Brand Marketing.
• Ensure shopper initiatives are aligned with the overall brand proposition and category strategy.

3. Customer & KAM Support

• Work closely with MT KAMs to understand customer priorities, business plans and store-level opportunities.
• Support development of shopper/trade proposals for customer meetings and Joint Business Plans.
• Develop activation proposals and business cases for incremental customer investments.
• Support customer-specific initiatives for key MT accounts.
• Ensure timely coordination between Sales, Marketing and external partners for execution.

4. Promoter / Assisted Selling Program

• Support the overall MT promoter strategy and deployment framework.
• Identify stores where promoter deployment can generate incremental business.
• Define and track promoter productivity KPIs in consultation with the Manager/Head and MT Sales.
• Support development of promoter training, incentive and reward programs.
• Coordinate with the third-party Program Manager for promoter deployment and execution.
• Review promoter productivity, attendance, attrition and store-level performance through regular reports.
• Identify low-productivity stores and recommend deployment rationalisation.
• Track sales per promoter, incremental sales and promoter ROI.
• Ensure promoter activities remain aligned with shopper and brand objectives.

5. Visibility & In-Store Execution

• Develop and maintain MT visibility standards in coordination with Sales and Marketing.
• Support development of POSM and in-store communication requirements.
• Coordinate with agencies/vendors for production and execution.
• Conduct/coordinate store audits to monitor:
• Visibility, POSM compliance
• Display execution
• Campaign compliance
• Highlight execution gaps and work with the KAM/agency to close them.

6. New Product Launches

• Support MT launch planning for new products and packs.
• Develop launch visibility and shopper activation plans.
• Coordinate sampling, displays, promoter support and customer activation.
• Track launch execution and identify corrective actions.
• Ensure MT execution is aligned with the overall brand launch plan.

7. Budget & Investment Management

• Support planning and tracking of the MT Trade & Shopper Marketing budget.
• Track customer-wise and activity-wise investments.
• Ensure spend is within approved budgets.
• Maintain an investment tracker covering:
• Customer
• Activity
• Investment
• ROI
• Support evaluation of activation and visibility ROI.
• Recommend continuation, modification or discontinuation of low-performing programs.

8. Performance Tracking & Analytics

Develop regular reports and dashboards covering:

• Trade investment
• Visibility compliance
• Promoter productivity
• Activation ROI
• New launch performance

Use data to identify opportunities for better allocation of Trade & Shopper Marketing investments.

Key Interfaces

Internal

• MT KAM / Sales, Brand marketing, Finance, Supply Chain.

External

Candidate Profile

Education

• Graduate degree in Marketing, Business Management or a related discipline.
• MBA/PGDM in Marketing preferred.

Experience

• 4–7 years of relevant experience in Shopper Marketing, Trade Marketing, Brand Activation, Category Marketing or Channel Marketing.
• Experience in FMCG / Beauty & Personal Care / Consumer Goods preferred.
• Exposure to both offline and digital commerce channels is an advantage.
• Experience working with Modern Trade customers will be preferred.
• Good understanding of in-store execution, trade promotions and shopper activation.
• Strong analytical and commercial orientation.
• Ability to work with Sales/KAM and other internal teams.
• Good understanding of budgets, investment tracking and ROI.
• Strong execution and project management skills.
• Ability to manage multiple stakeholders and external agencies.
• Exposure to promoter/merchandising programs will be an advantage.