AM Category Trade Marketing - Agri Foods

Job Summary

Responsible to develop the Trade Marketing Strategy/ agenda for all B2C trade channels across Agri-Foods (Flour, Fresh Poultry, and Frozen) to support long term Category growth and profitably increase market share based on shopper and customer requirements along with the ability to generate compelling shopper stories to develop winning strategies for categories vs. competition. He/she is also responsible to recommend short-term actionable in-store solutions based on a clear understanding on shopper behavior within the Category/sub-category

Roles & Responsibilities

• Category Insights such as new entrants/competitor in the same category, category drivers at POS
• Category Shopper insights/behavior
• Analyze EPOS data and develop a tactical action plan to counter competition; drive insights and build shopper profile understanding by customer/ channel/region
• Market visits/ RSPs tracking/ Competition analysis/ distribution gaps
• Translate the marketing Category Brand strategy to in-markets customer-channel strategy
• Define annual Trade Marketing calendar for the category supporting the Category AOP
• Own end-to-end category tactics and execution and defines the category role along with the following Trade marketing elements for the Category, across Channel/ Sub-channel/Customer level which includes the following:
  • Planogram
  • Suggested assortment/ MSL
  • Picture of Success (Share of shelf, expected Planogram compliance etc.)
  • Suggested Trade promotion menu card (primary visibility vs secondary visibility etc.)
  • Pricing strategy by channel / trade schemes/ competition price benchmarking
• Budgeting & Planning
• Category Commercial Execution Monitoring

KPIs

• YoY Category Sales Growth, Channel growth
• Category Profitability
• TMI%
• Market share
• Distribution Metrics & On Shelf Availability
• Planogram Compliance, Share of Shelf

Work experience requirement

Minimum 7 Years FMCG Food Sales & Marketing working experience in the UAE/GCC out of which 4 years should be in Trade Marketing. An intricate understanding of regional trading dynamics, macroeconomics, Modern Trade and Traditional Trade channel dynamics with a proven track record of achieving Category Targets.

Qualification

Degree holder majoring in Marketing, Business Administration, or a related discipline from reputed university.

Competencies Knowledge of Value Chain Management Trade Marketing and Category management Sales and Distribution Strategy Management Consumer Behavior B2B and B2C Knowledge of International and/or Local Laws and Regulations Communicating effectively Self and Team Management Planning & Decision Making Customer Centricity Ownership & Result Orientation Business Unit: Corporate-Agri Foods DMCC (5348) Business Group: Agri Foods (233)