The Customer Strategy Planning Assistant Manager is responsible for developing and implementing the activation plan that supports the objectives of our brands and the customer. This role leads the development and execution of brand/category solutions and activities for specific customers and channels, utilizing fully integrated shopper, customer, and channel insights. This position drives In Market Plan execution, ensures alignment with the Business Unit (BU) and Category Strategy, and manages Dynamic Resource Allocation.
Job Purpose
This role Leads in Market Plan execution (Aligned to BU and Category Strategy) & Dynamic Resource Allocation. Key elements include:
- Localises Category Growth Strategy
- Executes strategically aligned Commercial Plan in Market
- Decides Channel/Customer Prioritisation in Market and deploys Budget accordingly
- Leads Core Capabilities and objective customer engagement (Catman /Shopper / NRM)
- D4C/D4R: executes locally AND integrates Channel & Customer upstream into BU
Main Responsibilities
- Category Growth Strategies: Localise (Develop and deploy) CGS at channel and customer level. Work closely with Brand, CMI (Consumer Market Insights), NRM (Net Revenue Management), and Shopper Marketing to build Customer sell-in.
- Innovation: Define national innovation & launch plan to channels/customers. D4C/D4R: executes locally AND integrates upstream into BU.
- Targets and Budgets: Allocate USG targets and investment to deliver BG strat by channel and customer. Define budgets by channel and customer to deliver UOM target from BU.
- Pricing and Promotions, Mix: Own Pricing & Promo strategy. Lead monthly forecasting process and report, and own Pricing & Promotions Mix NRM (Ownership of L4 and L5).
- Execution: Deploy strategically aligned commercial plan in Market via CBD (Customer Business Development). Deploy launch plans to channels/customers to ensure strength of execution. Define channel / Customer Execution (SoS, TDP), typically led by Shopper / Digital marketing.
- Capability: Deploy core capabilities required to win by Channel and Customer, including Category Management, Shopper, and NRM.
Additional Responsibilities
- Develop customer & shopper insights. Translate insights into business building opportunities within specific customers/channels.
- Use and leverage account specific category and shopper insights.
- Build account/channel specific Customer Marketing Plans (CMP) to deliver category/brand objectives, ensuring conjunction with the Brand Marketing Plan (BMP) and Customer Business Plan (CBP).
- Ensure integration of customer marketing plans with brand marketing plans and customer business planning.
- Work with Account managers to ensure excellence in in-store activation and delivery of integrated Customer Business Plan and Customer Marketing Plan.
- Work with the brand managers to deliver activation plan efficiency and effectiveness.
- Communicate the customer’s marketing and business strategy to the brand teams.
- Develop strong relationships with Customers at marketing and activation level.
- Provide Customer and shoppers’ input into the Innovation program.
- Manage total trade investments.
- Consolidate field plans, providing customer input in the Sales & Operations Planning (S&OP) process.
- Ensure Brand standards/Brand DNA for channels are adhered to (e.g., consistent use of brand key visuals, customer activation themes aligned with brand activation).
- Lead execution of plans & activities including customized offerings (incl. special packs, channel specific packs).
- Analyse the ROI of the marketing activities executed with the customer.
- Provide Channel and Customer thought leadership.
- Responsible for implementing SHEQ (Safety, Health, Environment, and Quality) and Security policies and management systems relevant to the role.
Required Experiences & Qualifications
- A BA/BSc/HND qualification is required.
- Minimum of 3 years of relevant Category & Sales, Customer experience.
- 1-2 years Account management experience is an advantage.
- Customer Facing, Shopper Marketing or Brand Building experience is highly desirable.
Required Skills
Functional Skills:
- Customer Management and Selling Essentials
- PoP Execution and Monitoring
- Optimising Promotion Sell-out
- Leveraging Strategic Customers Understanding and Applying Shopper Insights
- Developing Integrated Brand Communications
- Category Management
- Net Revenue Management (NRM)
General Business Skills:
- Business Strategy and Formulation
- Business Planning and Implementation
- Project Management
- Change Management
- Business Process Design and Management
- Information Management
- Application and Exploitation of Information Technology
- Negotiation
Leadership Capabilities
Candidates must be energized by delivering fantastic results, demonstrating resilience, and serving as an example to others through their results. The role requires continuously seeking better ways to operate, engaging and collaborating effectively. Individuals must be responsible for their own wellbeing and delivering high standards of work, maintaining a focus on consumer needs. Successful candidates are humble, capable of interpreting evidence and data smartly, and adept at spotting issues and opportunities for improvement.
