Customer Marketing Analyst WTR - UAE

Location: Dubai - UAE

Work Setup: Hybrid (3 days office based - Tues, Wed, Thurs)


Summary:

The role will be reporting to the Senior Business Development Manager and work closely with Sales/ Marketing teams in addition to all customer teams in the Europe, ME, and India regions. Candidate will lead and support the Marketing and Sales activities and strategies to drive the success of effective plans and promotional activities of the company. This entails the delivery of a customer engagement plan and the creation and enforcement of standard sales metrics for the account / customer in the identified key markets and / or pilot markets. He or she will lead both the plan and work with his or her counterparts to achieve the Region business plan.

• Candidate will be solely responsible for all trade marketing activities, and must be an initiative taker who proactively takes lead – at an expert level.
• They will be responsible for extracting insights from Customers sell in and sell out database and formulate as appropriate the actions and plans based on this data.
• Analysis of aftersales business performance for both service and parts; looking at market trends to identify opportunities in both B2C as well as B2B verticals, to support strategic business decision making and revenue maximization.
• Metrics and Reporting: Establish key performance indicators (KPIs) for customer marketing initiatives and regularly report on campaign effectiveness. Use data insights to make informed decisions and adjust strategies accordingly.
• Develop and implement Promotions, activations, innovations launch, and visibility initiatives followed by a post activation analysis after the execution and results are in.
• Working in partnership with the sales/marketing team to identify risks and opportunities to calculate size of prize and make recommendations on opportunities to close gaps. New customer development set up, end to end process.
• Identify where there are gaps in demand, work with sales team to identify most effective levers or customer activities (promotions, calendar events) to address market concerns and to manage inventory and ordering to balance supply & demand while minimizing inventory losses.
• Represent the customers from a marketing perspective internally to the marketing team by working closely with product, sales, and customer support teams to ensure a cohesive customer experience.
• Align marketing efforts with product launches, updates, and sales initiatives.
• Manage portfolio by customer including changes: discos, weight outs, replacements and formulas.
• Develop on Customer selling decks on New promo ideation/Innovations/Activations
• Deliver activation across Path to Purchase:
  • Activation big idea based on path to purchase touchpoints to communicate at the right place at the right time.
  Tailored messaging/mechanics to tie into consumption needs and occasions

Major Duties/Responsibilities:

Marketing Execution and Management (30%)

• Lead in implementing the annual trade marketing plans to achieve the target sales, profit, share and consumer KPI results.
• Lead with sales on Monthly/ Quarterly Planning on Promotions, Activations, JBP.
• Build MSL based on current and future shelf allocation.
• Develop Planogram/Enhanced Visibility guideline for primary/secondary and adjacent placement by customer (+15)
• Advertising– deployment of shopper campaigns across in-store touch points.
• In-store activations – drives superior instore merchandising, sampling and promotion programs to build winning instore impact and consumer off-take & conduct mystery shopping to review brand visibility in stores.
• Compliance/Tracking:
  • Weekly connects with distributor to ensure plan translates into execution.
  • Own Promo tracker for close monitoring to take actions on fixing issues or further enhancing execution.
• Manage all vendors, delivery, and quote management plus processing PO’s.

Business Analysis and Realization (30%)

• Innovations & Seasons performance evaluations.
• Promo ROI calculation to understand best performing activations from both ICS and profitability perspective for optimal return.
• Use customer Sell In & Sell out results to understand actual performance and track impact on base business/market share.
• Assess activation type and touchpoints to gauge the most efficient one meeting our KPI’s.
• Devise by channel promo plans strategic vs tactical based on key objectives of either driving penetration and velocity.
• Identifying channel specific & trade opportunities through selective NPDs and seasonal items.
• Innovation business case – work with sales and marketing on size of prize calculation, Category, pricing, distribution targets/ RTM strategy.

Coordinate and consolidate distribution updates AND Prepare sales trends and activation tracking (10%)

• Track and issue monthly progress reports by client & by brand based on plans including sales analysis and trends reports i.e.: Scorecard
• Prepare Best Practices – quarterly.
• Prepare PPT presentations for business meetings.

Client and Portfolio Management (30%)

• Product portfolio management by channel:

• Responsible for communicating to all internal projects and adjustments in portfolio to Sales Team in conjunction with Marketing and Supply Chain.

• Responsible for allowing SKUs to be invoiced in a timely manner by updating the portfolio quarterly. Once the portfolio is updated, must communicate regarding updates needed to be provided to SRA team to assess SR accuracy and plans for items that are not registered.

• Governance process: Lead the Governance approval, according to current process, for substitute and Line Extension SKUs.

• Responsible for Data Management: In charge of delisting, vendor and Distributors setup and container builder management.

• Price List Management with stakeholders
• Annual portfolio assessment by channel
• New client set-up, end to end process

Minimum knowledge, skills, and abilities required to successfully perform major duties/responsibilities:

• Self-led and initiative taker
• Strong presentation skills: preparation and execution
• Ability to multitask & nurture and contribute to a team working environment.
• Strategic thinking and planning
• Problem solver who can think outside the box
• Ability to build and maintain strong relationships
• Strong verbal and written communicator to wide breadth of audiences.
• Experienced in MS office programs.

Minimum Education and Experience Requirements

Education: Bachelor’s degree required, in Marketing, Business Administration or related fields He or she must know and understand current trade trends, market conditions and sales enablers through continued education and training.

Experience:

• Minimum 3-5 years’ experience in trade marketing and or WTR where the candidate can articulate experiences in leading, owning, and implementing customer activity plans and overall implementation of marketing strategies in the channel.

  • Minimum of 3 years solid work experience in Customer Marketing Management. CPG industry, in Customer Marketing/Sales (key account management, distributor management, trade or customer marketing)

  • Demonstrated ability in key functional tasks and a clear progression or expansion in terms of areas of responsibility or increase in business size and complexity.

  • Multi market past management is a must.

  • Smart, Creative and Proactive Thinker is a must

  • Able to handle multiple tasks under pressure

  • Strong understanding of how businesses work

  • Understanding of Marketing strategy and shopper behavior

  • Customer facing and relevant channel experience helpful
    

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