Trade Marketing Manager

We at United Breweries are looking for Trade Marketing Manager with 8+ years of relevant experience based at Kolkata location.

Trade Marketing planning

• Understand annual sales and marketing plan and targets for all brands within the region. Prepare macro level plan for entire year
• Breakdown annual plan to activity wise plan considering market trends, each brand and market performance (revenue/volume), competition and market share basis understanding from sales team.
• Quarterly, prepare channel wise plan (offline beer shops, retails etc., on premise permit rooms, pubs etc.) targeting on identified brand challenges
• Plan for promos, Trade Marketing schemes and market activation initiatives for new and existing products to support sales team in capturing market share for UBL brands.
• Plan for initiatives to increase visibility, analyze for no. of visibility assets (indoor flex on frame, sun board etc., outdoor GSB boards) to be deployed this year in various outlets. Identify outlets basis inputs from sales team.
• Keep updated of changes in rules and regulations and ensure operations comply with defined rules and regulations of the state.

Trade Marketing Operations

• Basis the finalized plan, develop innovative promotion programs and Trade Marketing articles/merchandizes in collaboration with the vendors.
• Keep abreast of latest trends and leverage latest technology while planning to achieve maximum customer engagement
• Invite vendors to submit quotation (min. 3) as per requirement. Select the lowest bidder and obtain approval from stakeholders before onboarding.
• Review merchandise/articles samples and evaluate product quality. Finalize basis product quality, price and alignment with the requirements.
• Identify right set of outlets and plan for promos by leveraging analytics on volume/sales of each SKU in order to achieve UBL sales targets. Share the promotion plan with sales team for execution
• Arrange for external manpower from various agencies. Monitor external manpower with the sales team for timely execution of promotion events.
• Analyze promotion activities and initiatives impact on sales to review realization and incorporate learning in the next campaigns.

Budget Controlling and Compliance

• Monitor for compliance with defined SOP while driving Trade Marketing initiatives to ensure effective process and budget control
• Obtain approval from Purchase committee (Regional Trade Marketing Manager, regional finance and state head) before onboarding vendor basis quality and price quoted as per defined guidelines
• Ensure timely PO raising before delivery of products/services and submission of bills to the finance team

Vendor Management

• Maintain healthy working relationship and lead strategic partnerships with the key vendors providing various Trade Marketing related products and services (retail design, displays, gift articles, key chains etc.)
• As per requirement, identify vendor/partners for various Trade Marketing initiatives as per defined UBL and statutory guidelines.
• Identify and partner with various manpower and event agencies to conduct large scale events within defined budget
• Invite quotations for the requirements from the vendors/partners. Conduct field visits and technical evaluation of the vendors as per defined quality parameters and metrics.
• Partner with procurement team to drive negotiation with vendors and conduct auction for procuring big ticket or frequently used products/services in minimum cost by leveraging competitive market and pricing
• Conduct vendor feedback and review post delivery of services and products. Ensure timely payment to the vendors as per defined SLA.

Stakeholder Management

• Coordinate with sales team to collate sales data points about UBL and competitor products to effectively plan and analyze Trade Marketing initiatives
• Collaborate with marketing team to design brand plan and strategies, and plan for new brand launches and market activation initiatives. Plan for Trade Marketing initiatives to successfully realizing the defined sales target
• Coordinate with finance team for submission of vendor bills, process and payment approvals, ensuring timely payment to the vendors and resolving vendor related queries

Education guidelines

Minimum Degree: MBA (preferable)

Desired experience

Minimum 8+ years with significant experience in Trade Marketing

Understanding of the Alco-Bev industry dynamics, market operating models and sales process

Experience of working with the vendors

United Breweries Ltd is looking for .

Education : Any Graduate / Post Graduate