Ekaterra - Customer & Shopper Marketing Manager
2 days ago
**About the ekaterra**:(a division in Unilever)
- ekaterra is proud of its tea business, the biggest in the world, with world-class purpose-driven brands such as Lipton, PG tips, T2, TAZO® and Pukka. We pick, cultivate and nurture various blends - of brews and people. And we’re just getting started. Our name, ekaterra, is derived from a blend of Sanskrit and Latin and stands for one earth. We are present in more than 100 countries with generated revenues of €2 billion in 2019. With 13 production factories in 4 continents and tea estates in 3 countries, ekaterra is a profitable and growing business offering a world of wellbeing through the regenerative power of plants to hundreds of millions of consumers.- One planet. One people. One purpose.-
**Your Role**:
The purpose of the role is to drive best in class category management initiatives, focusing on planning and execution, coordination and evaluation of trade marketing activities and projects (incl. innovation, portfolio, activation, promotion, in-store communication, budgeting, category management) with full accountability for the category activation plan. Also responsible for growing category knowledge (growth drivers, shopping habits) among Customer Development.
Key responsibilities include the following:
- Develop strategies and opportunities through analytics and value creation to drive growth with customers.
- Working collaboratively with the Account Management Team to put these action plans in and actually realize growth.
- Recommending assortment, shelving, promotional and pricing strategies and tactics for all items in the advisor ship.
- Sourcing best in class and Global learning to the retailer on assigned categories in order to ensure leading-edge category thinking.
- This position is critical in developing the entire ekaterra relationship with the retailer and in ensuring that ekaterra is seen as best in class vendor partner.
- Evaluating new innovation in the marketplace and tracking listing status. Analytics on return on shelf space for all new innovations is required of the advisor position with ongoing evaluation of new items vs. the items being replaced.
- Represent shopper insights and interests of the Customer Development team and support the achievement of the Account/Brand/objectives/initiatives.
- Supporting the annual Business Planning process, specifically the development of Trade Category Plans and Account Joint Business Planning, through data analysis and opportunity identification
- Manage and plan trade spending based on the aligned national promo grid with Customer Development Channel Heads.
**Your Key Tasks**:
- Create and manage the rolling activity plan including promotions and continuously monitor the performance for the given category/channel with the full budget ownership.
- Manage perfect execution of the activity plan by continuously keeping contact with the key account management team focusing on the promotion management and promo evaluations.
- Manage promo plan according to promo guidelines, monitoring flyer numbers, flyer shares, and promotional prices.
- Based on analysis of activities (market performance, ROI), propose promo guideline or activity plan changes, create gap-closing activities.
- Manage mid-term rolling forecast.
- Create and track trade plan of launches and re-launches through the key account team (managing run-out, trade selling stories).
- Responsible for excellent in-store shopper activation and communication, driving shopper insights into action.
- Create the annual Customer Marketing plan including trade event plan, channel/shopper job to be done, budget need, promo guide, shopper activation plan.
- Create Category Growth Strategy towards trade partners based on the annual activity plan.
- Budget management of in-trade activities.
**Stakeholder Management and Key Interfaces**:
Internal
- Line manager - Regional Marketing Lead
- Market General Manager
- Customer and Distributor Account Managers
- Brand Manager
- Finance Manager
External
- Third-Party insights agencies (if applicable)
- Customer buyers and Category Managers
**Skills and Experience**:
Must-haves
- Commercial Degree.
- Prior category management at the retail or manufacturer level, and Shelf/Space Management software experience.
- Prior experience within Category Insight, Trade Management, Account/Brand Management or Nielsen.
- Proven track record of managing multiple stakeholders and delivering operational excellence.
Nice to have
- Experience within the Beverages/Tea category.
- Digital marketing/demand creation - Running online digital campaigns (eg eCommerce campaigns).
**The Qualities We Look for In You**
The Tea business is made up of a special blend of individuals which make our teams exciting and diverse. To be part of our Tea family we are looking for individuals who think Green and are environmentally conscious, who understand the power of simplicity and who are accountable for their actions. We want those w
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