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POSITION : Trade Marketing Lead
Position Summary
The Trade marketing Lead acts as "Change Agent" and will be responsible for the following:
- Identify local strategic opportunities and challenges for retail/trade marketing
- Collaborate closely with Country Portfolio Leads (CPL) to include retail chapter for brand plans and develop brand/Therapeutic Area (TA) strategies
- Develop trade marketing tactics and programs
- Collaborate with Retail & Distribution Manager to ensure brilliant execution of trade marketing tactics and programs
- Act as change agent for retail in NEAR markets, master the “retail/trade marketing communication” to ensure full transparency
Position Responsibilities
- Be the "Change Agent" for NEAR countries: ensure capability build-up and targeted service to achieve strategic retail objectives in the region
- Convince countries of the opportunities of trade marketing at point of Sale and drive NEAR trade marketing strategies and tactics
- Focus on Top 5 markets but support markets according to their individual need, provide trade marketing material/training etc.
- Support NEAR in developing retail chapters for country and brand Operating plans
- Collaborate with regional and country stakeholders to embed “success in retail”
- Align with regional team on regional/local retail opportunities/challenges, set priorities
- Collaborate with CPL to influence inclusion of trade marketing as a growth driver for main T.A (Cardiovascular, Pain , Anti-infective and Men & Women/ Specialty).
- Collaborate with sales managers and commercial team to execute trade marketing programs at the point of sales and generate insights/analysis from implementation
- Collect market level insight and share knowledge with Retail center
- Consolidate market insights, develop market-specific solutions (share best practices)
- Track results of trade marketing programs and capability build-up
- Track individual program & tactic/market performance and its evolution
- Monitor capability development in markets, support via coaching and track progression
- Develop quality relationships and insights with new and existing customers – be “customer obsessed”
Organizational Relationships:
- Report to Marketing Director
- Provide insights on NEAR trade marketing reality
- Be accountable for execution of agreed programs & tactics and responsible for budget allocated
- Alignment on business priorities, trends and challenges
- Trade marketing Lead to provide strategic advice and coaching with regards to “trade marketing” issues
- Ensure effective alignment with Customer Service Colleagues – “one retail team”
- Align on roles and responsibilities, i.e. focus on sell-out and sell-in
- Fine-tune retail chapter in brand plans: Collaborate with CPL
- Align on strategic priorities in NEAR : focus on defined top markets and key retail personality brands
- Provide promotional materials to be expedited in NEAR markets
- Ensure execution of retail programs, foster local retail creativity: collaborate with CPLs and Retail & Distribution Manager.
- Facilitate tracking of performance
- Instill a retail KPI mindset in the relevant teams/for relevant brands, i.e. add these KPIs to their performance judgment
- Based on defined retail KPIs (switch, Numeric Distribution and Weighted Distribution) - monitor and interpret results and take action
- Advance local capabilities are being built-up
- In collaboration with Global Commercial Operation and Customer Service Colleagues, develop, offer and implement necessary training to enhance “retail capabilities”
Education and Experience
- Education: First degree required; MBA an advantage
- Pharmaceutical or FMCG industry experience within the area of Marketing or Trade Development
- 5-10 years relevant trade/customer marketing experience that can be applied in the Pharmaceutical Industry
- Trade marketing expertise in independent channels beneficial
- Experience in large organizations and highly regulated industries
- Experience in influencing without direct/formal authority
- Experience in cross-cultural environments, flexibly adapts
Technical Skills Requirements:
- Strong collaborator, strong Customer Relationship management
- Analytical ability and skilled in Excel
- Business Acumen: Budget management, strong analytical/financial skill set (e.g. development of financial business cases), strategic thinking
- Project management skills: Identifies best practices and prioritizes need for action (focus on critical/value-generating projects)
- Flexibility in managing time zone differences in region and travel requests
- Clear understanding of channel economics
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