Customer Marketing Manager (Innovation)
11 months ago
Translate portfolio strategy into business campaign execution plan; allocate and manage resources; execute campaigns with business teams; monitor and ..
- Translate portfolio strategy into business campaign execution plan; allocate and manage resources; execute campaigns with business teams; monitor and find-tune performance
- Drive 4Ps of campaign tactics by bridging Portfolio Strategy and Busines sales teams
- Increase reach and drive loyalty of retailers
- Increase reach and drive loyalty of key farmer segments (BLOs, Contractors, Financiers)
- Leverage customer insights and partnering with customers to input into the development of a joint business plan.
Planning
- Work with Business Head and Portfolio Managers on portfolio prioritization, market & customer insights
- Drive the Campaign Management Process (Planning, Execution & Review)
- For Innovation products; Expedite Awareness-to-conversion-to-advocacy journey; achieve NPI peak sales in 3 years; drive NPI pre-launch activities to build a confidence with growers & channel partners thru pre-launch demos & showcasing
- For Pillars products; Protect and strengthen brand equity; achieve highest market share for strong brands
- Develop & deploy touchpoint strategy to achieve best ROI of A&P and 3P budgets
Product
- Segmentation and targeting analysis for each product
- Co-create campaign plans with Business Managers / Key Account Managers
- Demand planning / forecasting
- Develop and monitor market intelligence, bring customer insights in the Campaign plan.
Price
- Own transactional pricing
- Co-create with BMs/KAMs compelling commercial programs for retailers, growers
- Monitor prices of key products in key regions
Place
- Maximize retailer reach for portfolio
- Conceptualize and drive retailer loyalty programs and activities; own Tiwala Bayani Club
Promotion
- Drive campaign plans for reach, brand reminders, …
- Convert brand and portfolio plans in to tactical campaigns (value proposition, benefits narrative, target customers, pricing, activities etc.) with clear KPIs and evaluation
- Allocate and manage A&P resources
- Lead digital campaign activities
- Monitor campaign progress based on KPIs and enhance campaign performance
Knowledge, experience & capabilities
- Sales and Marketing principles, particularly around Campaign Management, Grower, Channel management and Marketing communications
- Understanding of Agri and Rural Marketing concepts and methods
- Understanding of grower/retailer behaviours
- Understanding and experience of digital systems required to implement the Campaign initiatives
- Understanding and experience of data and analytical tools
- Analytical skills to develop insights from the Campaign Execution data points/Capability Initiatives
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