1. People
- Close coordination with Country Head, Medical, Training, Regulatory, Compliance and Supply chain as well as sales team to ensure activities execution as per the company guidelines
- Work with Sales Team to ensure effective implementation of marketing and promotion plans for retail partners
- Develop annual promotion plan with sales leadership, country head, execute collaterals, build learning modules, conduct learning sessions during promotional cycle meetings
- Be part of S&OP process – prepare rolling forecast, and liaison with supply chain to ensure adequate stocks at CFAs
- Periodically evaluate brand performance on predefined metrics with all HO teams
- Maintain effective relationships with trade to ensure a good partnership for brand/corporate equity
- Work with sales, marketing teams to understand growing importance of Key Accounts & positioning to leverage the same
- Developing deep trade understanding via first hand real time feedback through extensive field works and surveys
- Partner with external agencies to ensure execution of operational marketing programs
- Timely & quality execution of proposed marketing initiatives
- Quantum and frequency of market feedback received by Marketing, Medical, Training, trade sales team
- Launch of Trade – online & offline initiatives as per decided timelines
- Feedback from key stakeholders
- Engagement with sales teams, and ability to connect, motivate, inspire, teach, and influence to success
2. Financial
- To achieve assigned target of activities within the given budget for the planned number of trade partners with mutual coordination of the Sales Team
- Marketing Budget Management - Periodically (Annually / Quarterly) monitor and utilize Marketing / Advertising budget as per the needs of the business and under the direction of Country Head, Finance
- Achievement of targeted activities; within the allocated budget value
- Achievement of Budget – online and offline retail
- Annual/ quarterly marketing spend – planned v/s actual
- Advertisements to Sales ratio
- Customer Schemes – conceptualize, plan, and execute trade offers, schemes as per need. Ensure Effective Retail spread of Sales, (Quality factor), ROI and records in finance
- Displays – Develop plans and SOPs for execution, collaterals for ensuring product visibility, merchandizing through initiatives such as window display, in-shop boards, merchandizing materials, shelf space in Pharmacies, influencing retail planogramming. documentation, audit
- Monthly offer stickers inventory (tamper proof) – Execute campaign, inventory management, documentation as needed.
- Samples allocation – plan disbursement basis potential, performance, maintain records, ROI, documentation, inventory, audit process
- Marketing provision – Ensure that all expenses are planned as per annual budgets, Due diligence and necessary audit of vendors, provisions done where bills due, finance involvement.
- Pharmacist education program – Plan with sales teams, ensure execution as per plan, monitor ROI
- Ensure appropriate documentation, records, audit & inventories for all the above.
- Establish networks with the key Trade partners (decision makers)
- Develop Institutional engagement initiatives, follow up for execution and calculate ROI of each initiative
- Campaign Executive – Liaison with sales team for design of innovative communication for the end stakeholders and leverage the assistance of sales field force in executing the promotion, Rollout, monitor, establish, follow-up of Trade campaign/s, Prepare deviation report dashboard
- Market Intelligence - Maintain constant touch with the market to understand market trends or competitor activities in order to observe and evaluate execution of plans vis-à-vis competition
- Establish the Contour brand in the accounts managed through planning & organizing various awareness & knowledge building activities for the Key stakeholders
- Report Gross Coverage of trade Vs Active / Productive Coverage – SKU wise.
- Report Win-loss Analysis of Trade customers
- Effectiveness of promos and campaigns – KPIs to be set prior for each activation, progress measured post roll-out.
- Inventory management to ensure ready stocks across locations with NSM.
- Expenses planned as per Budget and Report Deviation, if any
- Documentation rigor
- Feedback from key stakeholders in trade, and connects across geographies
- Market trends with respect to competition
- Adherence to timelines.
- Number of new activities conducted per trade partner.
- Institutional engagement improvements – business, relationships, loyalties
- Image enhancement – equity research scores annually
- Market in-sighting: Competitor products campaign analysis, impact in trade channel, market intelligence
- Identify & map the opportunity of partnerships across Key Accounts, new pharmacy chains addition
- Developing the Trade agreements of all type of trade partners – Pharmacy/wellness chains, stockiest, Key Trade Accounts, General Trade Retailers
- Build short-to-medium term business plans to leverage associations for mutual benefit On-going relationship management to channelize better business outcomes, mitigate challenges, newer opportunities
3c. Key Accounts - Performance Indicators
- New Pharmacy / Wellness chains created
- New Key Accounts created
- Measuring the Sales velocity in New and existing Pharmacy chains / Key Accounts
- Quality and Quantity of BTL in Key Accounts
- Business returns from older, newer ones – change over time
- Feedback from stake holders
- Business ratio from Key Accounts
- Nurture, lobby & maintain good working relationships with trade – owners, staff.
- Interaction with product management, Training & Medical department for getting the modules prepared for the training & knowledge building of trade, managers, Salesmen & shop owners
- Feedback from stakeholders
- Corporate image
- Number/ Opinion of customers gained.
- Number of new training & knowledge building activities conducted per customer.
- Graduate degree in Science/ Pharmacy, Masters degree in Business Administration with Marketing Specialization
- 10-12 years in Sales & Marketing, trade roles in an Rx / OTC company
- In-depth understanding of the workings of strategic & operational marketing- especially around trade management.
- Knowledge of Diabetes market, glucose monitoring devices is an added advantage.
- Demonstrated success in brand/category management. Proven track record in developing and executing trade marketing plans and strategies that enhance market share and profitability
- Experience in developing, managing Key Accounts
-
Organizational skills & operational rigor to ensure effective execution of plans
- Thorough understanding of Selling, Distribution Management
- Knowledge of Medical and Regulatory Affairs
- Knowledge of the latest trends in Trade Marketing
- Basic Financial Management, Key Account Management
- Superior communication skills – oral, written, public-speaking
- Field experience of 3-4 years would be preferable
- Excellent Relationship Management & Networking Skills
- Strong Selling & Negotiation Skills
- Positive, problem-solving attitude
0 comments:
Post a Comment