Marketing Strategist
Job Summary
The Marketing Strategist will develop specific category sales plans and growth strategies by Retail Environment, manage shopper and retail insights to optimize merchandising and promotions, and drive commercial planning through the S&OP process. Additionally, the role involves defining in-store execution strategies, ensuring ROI and cost efficiency, and maintaining a 6-month promotional activity program aligned with the company's business plan.
Responsibilities
- Develop category sales plans and growth strategies
- Manage shopper insights and retail excellence standards
- Drive commercial planning and S&OP process
- Oversee in-store execution and activation strategies
Required Skills
- Strategic Planning
- Shopper & Retail Insight
- Commercial Planning & ROI
- In-Store Execution
Job Details
Key Responsibilities
A. Strategic Planning
- Develop specific category sales plans by Retail Environment (RE) in line with company strategy.
- Manage the development of strategies and tactics to unlock category growth opportunities.
- Co-develop the ABP (Annual Company Business Plan) covering shoppers and key customers of specific categories per RE.
- Provide category expertise to the Modern Trade team in planning category growth strategies with customers.
- Safeguard promotion cost efficiency and ensure strong ROI for category programs.
B. Shopper and Retail Insight
- Manage the application of relevant shopper insights, market data, and customer information in developing merchandising and promotional plans for the category.
- Define category standards in retail excellence (distribution, share of shelf, displays, pricing, promotions, etc.) and monitor field sales performance against these standards.
- Oversee the development of POS materials to enhance merchandising.
C. Commercial Planning
- Actively drive, together with the Commercial Team, the S&OP process and set standards in collaborative planning, activation, and tracking of category-specific activities such as NPDs and category programs.
- Apply revenue management and ROI principles at all levels of category trade spending and resource management.
- Ensure at least a 6-month price, promotional, and activity program is in place, aligned with the ABP and continuously improved through post-analysis and ROI reviews.
- Ensure that sales teams have the clarity, resources, and tools to execute effectively at the specific category and RE level.
D. In-Store Execution
- Define strategies for shopper activation covering in-store category and product placement, and lead the development and management of MSL and assortment by RE and by key customer.
- Establish the “Picture of Success” by RE leveraging shopper and category insights.
- Ensure activation, tracking, and corrective action for Active Accounts, MSL, OSA, SOS, and secondary placement in hotspots.
- Maintain a rolling 6-month activation grid for MT/GT teams as part of the overall 12-month promotional plan.
- Oversee the selection of suppliers for POS materials and manpower based on category needs.