Responsible for translating Beverages category priorities into executable national trade plans across channels, geographies, distributors, outlets and frontline sales teams.
– The role drives trade scheme effectiveness, rural GTM, visibility, distributor capability, loyalty program execution, BTL activation, SFA adoption, category productivity, trade budget discipline and new product launch support.
– Trade Schemes: Design and monitor Beverages trade schemes to improve dealer participation, incremental business and outlet execution.
– GTM & Distribution: Lead rural GTM / village expansion execution with Sales; improve reach, range and sales-force effectiveness.
– Distributor & Field Capability: Build channel capability among distributors and train / coach SDEs and frontline sales teams on products, processes, schemes and trade marketing objectives.
– Visibility & Activation: Design / recommend POP, dispensers and visibility solutions; identify, monitor and review BTL activities by channel, model and category.
– SFA & Data Discipline: Ensure execution and efficacy of distributor software, handheld terminals, frontline apps and reporting routines.
– Category Productivity: Create and implement category-specific tasks to improve outlet productivity, SKU throughput and route / salesperson effectiveness.
– Loyalty Program: Act as national custodian for retail / wholesale loyalty program; track outlet-wise trends and recommend refinements with NSM / ZSMs.
– Market Intelligence: Track competitive pricing and trade actions; provide timely inputs to Sales, Marketing and Finance for response planning.
– Budgets & Launches: Manage TP / TPR budgets within approved governance; support Beverages new product launches through trade readiness and field coordination.
Email mahalakshmi.hr@cavinkare.com.
