Trade Marketing Manager at GlaxoSmithKline (GSK)

Job Description

Basic Qualifications

Qualifications & Experience:

• Selling & Relationship Management
• Understanding Customer
• Reaching agreement
• Communication (written, oral, listening)
• Adaptability & Flexibility
• Building collaborative and trusting relationships

Customer Strategy Alignment

• Strategic thinking and problem solving
• Leveraging company assets and resources
• Joint Business Planning
• Multifunctional and general management knowledge
• Collaboration

Category Planning & customer Execution

• Category and product knowledge
• Execution
• Results focus and accountability

Shopper, Consumer & Industry Understanding

• Analytics
• Project Management
• Financial Acumen
• Shopper and consumer insights
• Industry knowledge

Details

• Preferred qualifications:

Objective

• The job is very complex, internally working with business teams

Job Purpose

• The Trade Marketing Manager is responsible for leading and developing an integrated and standardized business plan for one or more categories. This plan equips the sales organisation and multi-functional resources with the strategies, plans, initiatives and customer launch proposals, sales fundamental targets (Distribution, Pricing, Shelving & Merchandising) and fund availability and training sufficient to ensure the sales and share requirements by category and brand
• He/ she is responsible for ensuring that the companies Trade Marketing principles /practices are adapted to the country’s legal and regulatory environment and are deployed effectively within the customer
• He/she is responsible for understanding sales team capacity, establishing selling priorities consistent with the customer business plan
• He /she is expected to lead, develop and execute purchase-back macro promotional plans within the portfolio based on shopper insight by channel. Lead shopper-based plans /programmes in key accounts where identified.

Key Responsibilities

• The Trade Marketing Manager is responsible for category growth by working closely with business teams to maximise brand equity with customers, shoppers and consumers
• Be the expert on category shopper understanding within the channels – lead shopper category expertise with retailer specific projects
• Be the voice of the shopper in the development and translation of brand objectives, bringing shopper objectives to the fore in clear channel and retailer specific activation plans
• Insight-led development of Category/ Brand shopper marketing campaigns which overcome purchase barriers
• Lead in store execution within the full path to purchase campaign and ensure synergy throughout
• Develop tailored (where appropriate) compelling communications /initiatives to drive the GSK /customer /category & brand goals further
• Create retailer events (where appropriate) aligned to customer and internal strategy, which strengthen customer relationships to secure optimum in-store feature, support de-escalation of pricing promotions, and drive shopper engagement & for GSK brands to ultimately win the purchase
• Deliver against the budget requirements by investing across the right customers and touch points in-store to unlock the desired execution
• Manage shopper /POS budget across portfolio of brands and customers
• Build The Business

Key Job Measures & Functions:

• Co-lead with the brand manager the development and execution of the category plans
• Ensure alignment between brand plans and category action plans
• Lead the deployment of the agreed sales and category strategies to the field and business teams
• Supervise the integrated business plans to achieve sales fundamentals and sales objectives
• Co-ordinate and integrate the deployment of all brand initiatives and 360 plans into a published corporate calendar to optimise sales capacity within a standardized company process
• Understands and monitors field /sales team organisations capacity
• Monitor and track progress versus KPI measures
• Lead the definition of trade fund budget needed to ensure objectives of shopper activation master grid are achieved
• Ensure that sufficient funds are available to drive Category re-invention, sustainable campaigns & in-store equity
• Define and align sales and category priorities with multi-functional teams
• Deploy these priorities to the sales organisation
• Work with the channel teams to ensure annual channel, account and customer business plans are consistent, (i.e. category, brand & shopper connections plans)
• Ensure the promotional volume forecast process is in line with the S&OP process. Supervise to ensure alignment between forecast and objectives

Build The Organisation

• Implement systems to ensure the collection/ tracking of quality competitive info
• Make use of tools and functional trainings to continue improving the quality of work
• Ensure the systems /tools and availability of information to be able to follow up results and place corrective actions if needed
• Search and re-apply proven success models across categories
• Create a culture which fosters innovation and creativity

#LI- GSK

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