State Trade and Consumer Marketing Lead

Key Accountabilities

Trade Marketing Operations

• Co-create trade marketing plans in coordination with Sales teams and the Regional Marketing Manager.
• Ensure excellent outlet execution of trade marketing plans and PICOS across off-trade and on-trade channels, using sales teams or external vendors where required.
• Identify the right outlets for visibility and promotional activations with Sales teams and Data Analytics.
• Manage brand merchandise and assets in godowns and coordinate their effective utilization at points of sale.
• Coordinate with external manpower agencies for trade marketing program execution.
• Ensure effective deployment, placement, and stocking of sales assets such as visicoolers according to agreed planograms.
• Provide on-ground support for Brand team-led activations and events.

Budget Controlling and Compliance

• Obtain required approvals before onboarding vendors in line with quality, pricing, and defined guidelines.
• Ensure timely purchase-order creation before delivery of products or services and submit bills to Finance.

Vendor Management

• Maintain relationships and lead strategic partnerships with key trade marketing vendors.
• Identify and partner with manpower and event agencies for large-scale events within budget.
• Invite quotations and conduct field visits and technical vendor evaluations.
• Partner with Procurement to negotiate with vendors and conduct auctions for major or frequently used products and services.
• Ensure timely vendor payments according to defined service-level agreements.

Stakeholder Management

• Coordinate with State Sales teams to collect sales data on United Breweries Limited and competitor products.
• Collaborate with Regional Sales and Marketing teams on brand launches and market activation initiatives.
• Plan trade marketing initiatives and ensure last-mile execution against sales targets.
• Coordinate with Finance on vendor bills, payment approvals, and vendor queries.

Job Challenges

• Coordinate with multiple internal and external stakeholders to ensure timely outlet execution.
• Maintain compliance with excise guidelines and minimize business disruptions.
• Manage vendor lead times to deliver services and products on schedule and at minimum cost.

Education and Experience

• Minimum degree: MBA/PGDM.
• Preferred experience: 3+ years in sales or trade marketing.
• Understanding of the alcohol-beverage industry, market operating models, and sales processes is an advantage.
• Strong working knowledge of Excel and PowerPoint.
• Experience working with vendors and multiple stakeholders.
• Good communication skills and operational ability.