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Customer / Shopper Marketing Manager
Coty
New York, NY, United States
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POSITION OVERVIEW:
The Customer / Shopper Marketing Manager is responsible for the strategy execution of Coty brands by assisting and enabling the sales organization to achieve financial goals. The Customer / Shopper Marketing Manager is part of a larger Trade Marketing team which is responsible for developing the Coty Brands strategic plans. The C/SMM leads the strategic development of the customer local sales model (LSM) with sales ready Coty Brands business plans for the field that delivers all elements of the 4 P’s and 4E’s. The C/SMM is the lead for creating the retailer-specific brand programs with inputs from Brand Trade Marketing, Shopper Insights and retailer strategies. C/SMM supports the retailers JBPs by leading the marketing support and marketing negotiations at the customer. C/SMM leads the creation of marketing initiatives and integrated programs creative and media agencies (as needed). They also lead the new item launch process, ensuring timely delivery of product in the marketplace by coordinating efforts of marketing, production, display and sales planning to ensure effective implementation of the plan with the field sales force. The C/SMM serves as the internal point of contact on the customer/shopper LSM. And the C/SMM owns the development of annual business plans and budgets.
PRIMARY RESPONSIBILITIES:
• Work as part of a Trade Marketing team to serve as a liaison between Sales, Brand Trade Marketing, Local Marketing, Retailer.com and Creative by providing knowledge of the customer to internal cross functional team members and by providing knowledge of the product group to field sales
• Build sales ready trade plans that are retailer specific and aligned with the Coty Brand strategies
• Own translation of Local Sales Model (LSM) and the Category Growth Strategy (CGS) into customer specific plan
• Own the development of a turning marketing plans into bespoke retailer marketing activation through solid insights and understanding of the shopper/retailer
• Leverage learnings based on data provided through ROI tool to improve return on investment of trade funds
• Participate in the development of sustainable pre-launch, launch and post-launch trade plans/analyses for the new item launches
• Support best practice go to market strategy executions with strong, consistent processes and communication to the field
• Work with sales management to develop national and account specific promotional programs with assigned Retailers
• Manage customer service/short supply customer prioritization and product allocation issues with operations and sales
• Support field sales execution of customer specific business plans and initiatives, including customer sales calls
• Development and delivery by customer of Coty Brand product, placement, pricing and promotion strategies for assigned Retailers
• Manage and track Coty Brand activity at the trade level to ensure achievement of the plan and/or to identify potential gaps
• Provide cross functional partners with a marketplace view of customer activity and communicating brand strategies to the field
• Organize, analyze and draw conclusions from syndicated data sources and translating findings for application at the customer level
• Support the field sales execution of customer specific business plans and category initiatives
QUALIFICATIONS AND EXPERIENCE:
4 year degree, 5+ years’ prior experience in consumer package goods sales environment, with 2+ years in direct selling or category management/analytical experience
SPECIAL SKILLS REQUIRED:
• Ability to positively influence decision makers up and down one or more levels, with and without authority, to achieve business objectives and ensure a fully aligned customer/company business plan
• Recognized as a leader by customers, team members and internal business partners
• Demonstrates effective communication and negotiation skills to solve problems, gain agreement with and inform others, while targeting long term objectives. Uses facts and data analysis to identify good options and make good decisions
• Ability to create fact based presentations to translate sales objectives into customer strategy and business plans around distribution, merchandising, promotion and planogram placement
• Ability to devise and deliver persuasive presentations, based on data driven insights and facts, to gain support for business strategies or initiatives both with customers and internal business partners
• Demonstrates and effectively applies consumer industry and cross category knowledge & expertise
• Serves as liaison between the customer, team counterparts and internal support team members to foster a culture of growth and collaboration
• Represents the face of the company to the trade and the voice of the customer to the company
• Penetrates the appropriate customer and internal functions to achieve maximum results on sales objectives
• Acts with urgency to make the most of opportunities, address customer needs and accomplish goals and objectives including the launch of new items with excellence on speed to market and store penetration with maximum shelf presence for the opportunity
• Ability to complete projects and follow processes to manage results including volume achievement
• Ability to plan tactics to support broader company and brand objectives
• Ability to manage funds and resources for the greatest ROI for the company
• Able to identify and assess risk and prioritize competing demands for resources of time and money, and apply resources to maximize profitable sales
• Ability to accurately forecast and predict business results