Trade & Shopper Marketing Lead

Versuni Netherlands; Gurugram District; On-site; INR 2,000,000 - 3,500,000; Full time

Job summary

Versuni Netherlands in Gurugram is seeking a senior Trade Shopper Marketing leader with 10+ years experience in FMCG to shape offline sell-out and activation across channels. You will drive in-store promoter teams, develop trade loyalty programs, and collaborate with sales to optimize branding and shopper messaging.

The role emphasizes budget management and ROI across BTL spends. Join a fast-paced environment where strategic thinking, cross-functional leadership, and data-driven decisions help

Qualifications

• MBA in Marketing or related field required.
• 10+ years in Trade Shopper Marketing in FMCG/FMCD/FMEG.
• Strong strategic thinking and analytical skills.
• Excellent communication and leadership abilities.

Responsibilities

• Drive a team of in-store promoters to deliver sell out OP for each channel in the offline space.
• Create, align & execute the manpower (In Store promoter) strategy for Preethi brand across all Offline channels
• Drive channel sell outs via merchandising, plannogramming, POSM, shop floor activation
• Deliver on store level productivity asks & deliver an overall ROI from ISP investments of 20+
• Develop and implement comprehensive Trade Loyalty Program to drive NPS improvement of 10 percentage points, and agreed sell out growth
• Collaborate with cross-functional teams to ensure consistency in shopper messaging and branding across all trade channels.
• Build and maintain strong relationships with key channel partners, distributors, and retailers.
• Work closely with sales teams to understand market dynamics and optimize trade marketing strategies accordingly.
• Plan and execute effective trade promotions and campaigns to drive product visibility and sales.
• Lead New Launch planning to ensure visible placement and repeats from all target stores.
• Be the custodian of product training for all In-store promoters, merchandisers, distributor sales officers, in-store shop boys, On-role sales & marketing teams.
• Create content that caters to the need case of each of the above (using master content from category), and ensure that the teams are well trained.
• Conduct regular market analysis to identify trends, opportunities, and potential risks.
• Use market insights to develop targeted trade marketing initiatives that address specific market needs.
• Develop and manage the trade marketing budget, ensuring efficient allocation of resources.
• Monitor expenses and provide regular reports on budget performance.
• Generate productivity of 10% YoY on all BTL spends

Skills

Trade Marketing

Shopper Marketing

Team Leadership

Budget Management

Channel Management

Data Analysis

Education

MBA in Marketing

Job description

Role & responsibilities

Offline Sell Out (Modern Retail, Traditional Retail, Govt. Channels (CSD/CPC/INCS etc.))

• Drive a team of in-store promoters to deliver sell out OP for each channel in the offline space.
• Create, align & execute the manpower (In Store promoter) strategy for Preethi brand across all Offline channels
• Drive channel sell outs (including from non-manned stores) via merchandising, plannogramming, POSM, shop floor activation
• Deliver on store level productivity asks & deliver an overall ROI from ISP investments of 20+

Trade Marketing Strategy:

• Develop and implement comprehensive Trade Loyalty Program to drive NPS improvement of 10 percentage points, and agreed sell out growth
• Collaborate with cross-functional teams to ensure consistency in shopper messaging and branding across all trade channels.
• Build and maintain strong relationships with key channel partners, distributors, and retailers.
• Work closely with sales teams to understand market dynamics and optimize trade marketing strategies accordingly.

Shopper Strategy:

• Ensure consistency of Branding & shopper messaging across channels
• Create activations & engagement programs for shoppers from time to time to drive engagement, conversion & Premiumization at the shop floor
• Become the shopper custodian. Work closely with the category & content teams to understand consumer positioning planks & effectively translate the same to effective & high impact shopper communication

New Launches & Promotional Campaigns:

• Plan and execute effective trade promotions and campaigns to drive product visibility and sales.
• Analyze the effectiveness of promotional activities and make data-driven recommendations for improvements.
• Lead New Launch planning to ensure visible placement and repeats from all target stores

Training & Development:

• Be the custodian of product training for all In-store promoters, merchandisers, distributor sales officers, in-store shop boys, On-role sales & marketing teams.
• Create content that caters to the need case of each of the above (using master content from category), and ensure that the teams are well trained

Market Analysis:

• Conduct regular market analysis to identify trends, opportunities, and potential risks.
• Use market insights to develop targeted trade marketing initiatives that address specific market needs.

Budget Management:

• Develop and manage the trade marketing budget, ensuring efficient allocation of resources.
• Monitor expenses and provide regular reports on budget performance.
• Generate productivity of 10% YoY on all BTL spends

Preferred candidate profile

• 10+ years of strong experience in Trade Shopper Marketing. Experience of working with a brand that has grown dramatically is a plus.
• MBA in Marketing, Business, or a related field.
• Proven experience in trade marketing, preferably in FMCG/FMCD/FMEG industry
• Strong strategic thinking and analytical skills.
• Excellent communication, presentation and interpersonal skills.
• Demonstrated ability to lead and inspire cross-functional teams.
• Results-oriented with a track record of driving successful trade marketing campaigns.
• Must have proven ability to be flexible, multitask and drive key projects in a fast paced, high demand environment.