Customer Marketing Head – Organized Trade

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Job Description

Customer Marketing Head – Organized TradeThe role serves as the critical link between Brand Marketing and Sales by translating consumer strategies into channel-specific customer plans that drive visibility, availability, conversion, category growth, and revenue. The incumbent will lead the development and execution of customer marketing, shopper marketing, trade marketing, and omnichannel activation strategies across key retail customers and digital commerce platforms.
The role will partner closely with Sales, Brand Teams (especially Beauty), Media, Supply Chain, Finance, and Customer Teams to create winning customer propositions, accelerate innovation launches, improve shopper experiences, and maximize return on trade investments.

The role serves as the critical link between Brand Marketing and Sales by translating consumer strategies into channel-specific customer plans that drive visibility, availability, conversion, category growth, and revenue. The incumbent will lead the development and execution of customer marketing, shopper marketing, trade marketing, and omnichannel activation strategies across key retail customers and digital commerce platforms.

The role will partner closely with Sales, Brand Teams (especially Beauty), Media, Supply Chain, Finance, and Customer Teams to create winning customer propositions, accelerate innovation launches, improve shopper experiences, and maximize return on trade investments.

Experience Required:

8 years of experience in FMCG, Consumer Healthcare, OTC, Personal Care,

Nutrition, Foods, or related consumer categories.

Strong experience across: Customer Marketing, Shopper Marketing, Trade

Marketing ,Modern Trade, E-commerce / Quick Commerce

Proven track record of managing customer marketing at a regional or national

level.

Experience working closely with Sales and Brand teams in matrix

organizations.

Exposure to leading JBPs and managing large trade investments.

Hand on experience of handling sales directly across E-commerce/ MT/ GT

Strong capability to analyze sell-out data, ROI metrics, promotional

effectiveness, and shopper trends.

Strong analytical skills with the ability to interpret complex data and translate

it into actionable strategies.

RELEVANT EXPERIENCE

Deep understanding of e-commerce platforms, digital marketing channels, and online shopper behaviour.

Excellent project management skills with the ability to manage multiple initiatives simultaneously.

Able to handle margins, negotiations, and platform advertising.

Have strong understanding of ecommerce and advertising metrices.

Expert understanding of different technological components of online commerce.

Good hand on experience on the performance marketing.

Work with Ecommerce business team to understand requirements and deliver assets on a timely manner.

Work with finance team to align consumer discounts, promo and other marketing expenses.

Be apprised with latest happenings in the eCommerce industry - Be ahead of the curve always

Understand the platforms and be up to date with evolving store formats (Assets/UI/UX changes etc.) and interventions

Shopper obsession → Be the voice of the shopper in the organization

KEY ROLES/RESPONSIBILITIES

Channel, Customer & Shopper Strategy

• Develop the annual Customer Marketing strategy across Modern Trade, E-commerce and Q-commerce channels aligned to category, brand, and business objectives.

•Build channel-specific growth plans based on shopper insights, customer priorities, category trends, and channel dynamics.

•Drive a consumer-first approach by understanding purchase journeys, missions, decision trees, category dynamics and conversion levers.

•Develop differentiated activation strategies for key accounts, such as Reliance Retail, DMart, Walmart, Metro, Amazon, Flipkart, Blinkit, Zepto, Instamart and other strategic partners.

•Continuously evaluate the product portfolio to ensure product market fit which meets shopper needs and aligns with the company’s strategic goals.

•Identify and implement opportunities to optimize the product mix, including SKU rationalization. Work closely with marketing to build new variants or introduction of new categories basis Long Range Plan portfolio strategy.

Customer Marketing Leadership

•Lead the design and execution of integrated shopper marketing programs that improve visibility, penetration/distribution, trial, and conversion.

•Conceptualize, build, and deploy the annual and quarterly activation calendar aligned with company business plans and brand priorities:

Seasonal campaigns

Category occasions

Awareness initiatives

NPD launches

Customer-specific events

Mega sales and platform events

Build innovative in-store and online consumer engagement programs.

Drive excellence in visibility solutions, merchandising standards, category displays, shelf dominance, and secondary placements.

Collaborate with marketing from design to execution of production, and end-to-end roll-out of point-of-sale materials (POSM), branded bays, end-caps, tester units, and interactive display assets.

Merchandiser Enabling: Design trial generation toolkits, sampling mechanics (in store and on platform), and product education assets to empower in-store Merchandisers to drive conversion

Joint Business Planning (JBP)

Partner with Sales teams to drive Joint Business Planning (JBP) with key customers.

Collaborate with National Key Account Managers (NKAMs) to design customized co-marketing schemes, promotional toolkits, and thematic campaigns (e.g., Summer Sun Care, Festive Beauty Expos, Big Saver Days).

Category Growth Stories - Develop shopper data-backed pitch decks and selling stories to support KAMs during JBP negotiations with retail category managers.

Develop customer-specific activation programs and category growth initiatives.

Improve share of shelf, share of display, feature visibility, and customer partnership effectiveness.

Jointly own the Platform Business with KAMs.

Develop strong partnerships with platforms to unlock growth opportunities for our key brands.

E-commerce & Quick Commerce Channel Marketing

Own all media investments - including Search / Merchandising / Display for the given platforms across all brands.

Implement strong media ROI/RoAS metrics that tie in with category goals and account strategy

Build focus brands / NPIs by ensuring the right media mix / investments to get the flywheel moving.

Own digital shelf excellence including:

Content optimization

Brand page strategy

Search visibility

Conversion enhancement

Promotional planning

Develop and execute data-driven marketing strategies to increase brand visibility, customer acquisition, and retention across e-commerce platforms.

Partner with E-commerce Sales and Media teams to improve ROAS, traffic, conversion, and digital market share.

Work closely with marketing teams to ensure campaigns are aligned with brand objectives and platform strategies

New Product Launch Excellence

Lead channel commercialization plans for new product launches and innovations.

Ensure best-in-class launch visibility and availability across Modern Trade and E-commerce channels.

Partner with Brand & Supply Chain teams to ensure sampling drives and high-impact secondary placements across accounts.

Develop launch toolkits, retailer selling stories, activation plans, and go-to-market frameworks.

Track launch effectiveness and course-correct where necessary.

Trade Investment & Budget Management

Own Customer Marketing and Trade Marketing budgets.

Trade Spend Efficiency: Manage and allocate BTL budgets across accounts, ensuring optimal deployment across visibility, schemes, and activation assets.

Develop channel-wise investment frameworks aligned to category and brand priorities.

Post-Campaign Evaluation: Perform rigorous pre- and post-activation ROI analysis to identify high-yielding mechanics, eliminate wasteful spends, and optimize trade investments.

Establish post-evaluation processes and continuously optimize activation investments

Insights, Analytics & Market Intelligence

Generate actionable insights from:

Retail audits

Shopper research

E-commerce analytics

Sales performance data

Market intelligence

Build category growth stories to support commercial discussions.

Identify opportunities for assortment optimization, portfolio expansion, and shopper conversion improvement.

Create dashboards and performance scorecards to evaluate business impact.

Market Audits: Conduct regular market/store visits to monitor competitor BTL activations, POSM innovations, pricing strategies, and shelf share.

Feedback Loop: Feed continuous market intelligence back to Brand and Sales teams to adapt trade strategies dynamically.

Analyze platform POS data to identify trends, opportunities, and areas for improvement.

Monitor inventory levels, pricing strategies, and promotional activities to maximize sales

Cross-Functional Leadership

Act as the primary interface between:

Marketing

Sales

Finance

Supply Chain

Commercial Excellence

Digital Teams

External Agencies

Influence key stakeholders to accelerate execution and deliver commercial outcomes.

Lead external agency ecosystem covering activation, merchandising, creative, retail design, and platform marketing.

Key Deliverables / KPIs:

Business Growth

MT and E-commerce revenue growth (Secondary Sales Growth)

Market share growth across strategic channels

Role Reports to Head Bayer Sales & Customer Excellence

•Channel profitability improvement

Customer Metrics

•Joint Business Plan delivery

•Customer satisfaction and relationship effectiveness

•Share of shelf and share of display improvement

•Category conversion rate

•Execution Excellence (OTIF): On-Time, In-Full deployment of POSM assets and 100% Planogram Compliance.