Shopper Marketing Manager

About the Company:
Cholayil was started in 1969 by Dr. Sidhan, a certified medical professional. Dr. Sidhan used his understanding of Ayurveda to develop Medimix, an Ayurveda soap. Medimix soon became a household name and transformed into the flagship brand of the company. The ingredients in Medimix are frequently used in Ayurveda for the treatment of skin maladies. The qualityof the product and marketing perseverance of Dr. Sidhan were crucial factors for the success of the Medimix Brand.
In 2011, the leadership of the company passed on to Mr. V. S. Pradeep Cholayil and now it has become a multi – Crore FMCG organization. In 2007, Cholayil acquired the talcum powder brand Cuticura and expanded it to the deodorant and soap segments. It also acquired the soap brand Krishna Thulasi in 2011. Cholayil’ s other subsidiaries are Sadayush, an Ayurvedic cure and care center, and Jullaaha, a clothing line made from natural dyes and fibers.
Cholayil Private Limited is an equal opportunity employer. We believe in hiring a diverse workforce and sustaining an inclusive, people-first culture. We are committed to non- discrimination on any protected basis, such as disability and veteran status, or any other basis covered under applicable law
Our company website: www.Cholayil.com
Job Description – Assistant Manager – Trade & Shopper Marketing MT
Department: Sales
Designation: Assistant Manager – Trade & Shopper Marketing MT
Location: Mumbai
Reporting To: Head – Organized Trade Sales
Experience: 4–7 Years
Industry Preference: FMCG / Beauty & Personal Care / Consumer Goods
Role Purpose
To support the development and execution of Modern Trade Trade Marketing and Shopper Marketing initiatives to drive channel growth, shopper conversion, brand visibility and incremental sales.
The role will work closely with MT KAMs, Brand Marketing, Category, Sales and external execution partners to translate business and brand objectives into effective customer programs, in-store activations and shopper initiatives.
The role will also support the strategy, governance and productivity management of the MT promoter/assisted-selling program, while day-to-day promoter operations will be managed by the appointed third-party Program Manager.
Key Responsibilities
1. Modern Trade Trade Marketing
Support the development and execution of the annual MT Trade Marketing plan in alignment with business and brand objectives.
Work with MT KAMs to identify customer-specific growth opportunities and develop appropriate trade programs.
Support planning and execution of:
Customer promotions, Trade schemes.
Visibility programs, Secondary displays.
New product launches
Festival and seasonal programs, Customer-specific activations
Ensure trade programs are implemented effectively across priority MT customers and stores.
Coordinate with Sales/KAM teams to ensure alignment between trade investments and business objectives.
Track trade spends and execution against approved plans.
2. Shopper Marketing – Modern Trade
Develop and execute shopper activation programs to improve shopper awareness, consideration, trial and conversion.
Understand shopper missions, purchase occasions and category purchase triggers.
Identify opportunities to improve shopper engagement and conversion at the point of purchase.
Develop programs around:
In-store visibility, Category Fixtures.
Sampling, Product demonstrations
Cross-category activation
Consumer promotions
Seasonal / occasion-based programs
Support development of customer-specific shopper activation plans in partnership with MT KAMs and Brand Marketing.
Ensure shopper initiatives are aligned with the overall brand proposition and category strategy.
3. Customer & KAM Support
Work closely with MT KAMs to understand customer priorities, business plans and store-level opportunities.
Support development of shopper/trade proposals for customer meetings and Joint Business Plans.
Develop activation proposals and business cases for incremental customer investments.
Support customer-specific initiatives for key MT accounts.
Ensure timely coordination between Sales, Marketing and external partners for execution.
4. Promoter / Assisted Selling Program
Support the overall MT promoter strategy and deployment framework.
Identify stores where promoter deployment can generate incremental business.
Define and track promoter productivity KPIs in consultation with the Manager/Head and MT Sales.
Support development of promoter training, incentive and reward programs.
Coordinate with the third-party Program Manager for promoter deployment and execution.
Review promoter productivity, attendance, attrition and store-level performance through regular reports.
Identify low-productivity stores and recommend deployment rationalisation.
Track sales per promoter, incremental sales and promoter ROI.
Ensure promoter activities remain aligned with shopper and brand objectives.
5. Visibility & In-Store Execution
Develop and maintain MT visibility standards in coordination with Sales and Marketing.
Support development of POSM and in-store communication requirements.
Coordinate with agencies/vendors for production and execution.
Conduct/coordinate store audits to monitor:
Visibility, POSM compliance
Display execution
Product availability
Promoter deployment
Campaign compliance
Highlight execution gaps and work with the KAM/agency to close them.
6. New Product Launches
Support MT launch planning for new products and packs.
Develop launch visibility and shopper activation plans.
Coordinate sampling, displays, promoter support and customer activation.
Track launch execution and identify corrective actions.
Ensure MT execution is aligned with the overall brand launch plan.
7. Budget & Investment Management
Support planning and tracking of the MT Trade & Shopper Marketing budget.
Track customer-wise and activity-wise investments.
Ensure spend is within approved budgets.
Maintain an investment tracker covering:
Customer
Activity
Investment
Stores
Expected sales & Actual Sales
ROI
Support evaluation of activation and visibility ROI.
Recommend continuation, modification or discontinuation of low-performing programs.
8. Performance Tracking & Analytics
Develop regular reports and dashboards covering:
Trade investment
Shopper activation performance
Visibility compliance
Promoter productivity
Sales per promoter
Activation ROI
Store productivity
New launch performance
Use data to identify opportunities for better allocation of Trade & Shopper Marketing investments.
Key Interfaces
Internal
MT KAM / Sales, Brand marketing, Finance, Supply Chain.
External
Modern Trade customers, Third party Agencies, Activation Agencies, Creative Agencies.
Candidate Profile
Education
Graduate degree in Marketing, Business Management or a related discipline.
MBA/PGDM in Marketing preferred.
Experience
4–7 years of relevant experience in Shopper Marketing, Trade Marketing, Brand Activation, Category Marketing or Channel Marketing.
Experience in FMCG / Beauty & Personal Care / Consumer Goods preferred.
Exposure to both offline and digital commerce channels is an advantage.
Experience working with Modern Trade customers will be preferred.
Good understanding of in-store execution, trade promotions and shopper activation.
Strong analytical and commercial orientation.
Ability to work with Sales/KAM and other internal teams.
Good understanding of budgets, investment tracking and ROI.
Strong execution and project management skills.
Ability to manage multiple stakeholders and external agencies.
Good MS Excel / PowerPoint skills.
Exposure to promoter/merchandising programs will be an advantage.

Work arrangement
No