Trade Marketing Manager (Customer and Shopper)

Job Description

We are seeking a visionary and strategic customer and shopper marketing manager to lead the development and execution of our C&S strategy. This senior leadership role will be responsible for shaping the future of how we connect with and engage our customers and shoppers across all channels.

Responsibilities:

• Develop the Umbrella C&S Strategy: Lead the development of a comprehensive C&S strategy that drives customer acquisition, retention, and growth. This strategy will encompass Go-To-Market (GTM) and Root-To- Market (RTM) plans, customer pricing, channel marketing, shopper marketing, customer segmentation, and targeting, digital & modern trade strategies, and a dedicated strategy for the HoReCa channel.
• Deliver a Ubiquitous Brand Experience: Collaborate closely with Brand teams to ensure a consistent and compelling brand experience for customers across all channels, both online and offline.
• Lead Direct-to-Consumer (DTC) Strategy: Champion the growth of our DTC channel, developing and executing innovative strategies and projects that drive direct sales and customer loyalty.
• Customer Acquisition & Retention: Oversee the development of new trade acquisition and retention solutions by generating a full-scope customer experience. Devise an umbrella customer acquisition and retention strategy in alignment with sales, brand, and other stakeholders.
• Customer Communication: Oversee the development and execution of customer/trade communication strategies across all portfolio brands.
• Field Marketing: Empower and equip the field marketing team with the necessary tools, strategies, and resources for effective customer and shopper engagement across all channels. Oversee the implementation and execution of these strategies to maximize impact.
• Sales Playbook & Customer Marketing: Own the Sales playbook components, channel strategy, SFI and dynamic updates of the 4P's (Product, Price, Place, Promotion) for customer marketing. Analyze and leverage retailer-specific data to develop understandings and recommendations for the Sales & Field Marketing team to grow share of shelf and coverage against competitor brands.
• CRM & Customer Engagement Platforms: Oversee the management and optimization of our Customer Relationship Management (CRM) platform, Trade Promotion Management (TPM) platform, and Trade Planning Optimization (TPO) platform. Utilize these platforms to personalize customer experiences and optimize marketing efforts.
• Data-Driven Insights: Leverage data analytics and customer insights to inform strategic decision-making across all C&S functions.
• Cross-Functional Collaboration: Foster strong relationships and collaboration across internal teams (Marketing, Sales, Brand, Operations, etc.) and external partners to ensure seamless execution of the C&S strategy.