Summary Description:
The TSM Manager is responsible for Annual In-store/Shopper Activation Strategies to ensure the on-going enhancement of shopper demand through in-store excellence.
He / she is the specialist / driver regarding relevant channel prioritization for key category initiatives, based on shopper targeting / understanding (needs, purchase barriers, drivers, insights, etc.). Ensures optimization of the in-store marketing mix with excellence in execution. Makes sure that Shopper Activation Plans are complete in capturing shoppers’ attention (impactful), triggering interest (interactive), and creates a desire to purchase (influencing), while also being consistent to the brand’s positioning and identity. Continuously looks for opportunities to optimize shopper conversion (for off-line and on-line store) via relevant shopper insights.
Drives better synergies with Key Retailers /Distributors via ‘Conceptual Selling’ by working with cross-functional teams.
Organizational Context:
The TSM Manager reports into National Organisation Leader for West Africa.
He/she will also work in close co-ordination with Consumer Lifestyle Africa Marketing Managers and the central TSM organisation.
He/she will also work in close collaboration with Business Development Managers (BDM’s) and Distributor Partners.
Key Areas of Responsibility:
For each Key Category, develop Shopper Activation Plans (design & execution), including:
Understanding the marketing strategies based on specific Market Activation Plan (LMAP).
Defining / prioritizing key channels / retailers (incl. definitions) based on potential and distribution strategy.
Identifying: Shopper targets, needs, purchase barrier (for category & Philips), decision tree, and insights to drive Philips conversion.
Developing by channel / retailer’s Point of Purchase Strategy & Plans: i.) assortment, ii.) presentation (location, display, merchandising, communication, service), iii.) promotion, iv.) product / shopper claims.
Providing shopper inputs in the development of marketing plans with Africa MM’s and account plans with local Business Development Managers (BDM) and Distributors.
Other Areas of Responsibilities include:
Briefing, developing, and executing of POP Materials (hardware & software) to drive shopper conversion.
Managing, tracking, and evaluating BTL budget to deliver effective in-store activation and Category Mgnt.
Prioritizing in-store activities in the region through quarterly activity planning with BDM and Distributors,
Organizing new product trade introduction and support when required in preparing trade presentation, organizing distributor conferences and trade events.
Creating joint Shopper / Co-marketing program with priority customers (jointly with BDM/Distributor).
Owns In Store Excellence’s process to increase in store awareness and quality measures of ISE metrics.
Selecting, evaluating, & managing 3rd party agencies for promoters/merchandisers, & BTL design agencies
Developing and executing integrated management framework of attracting, training, motivating, and retaining promoters and merchandisers. Also proactively train retailers’ personnel, where required.
Generating market insights to be used in the development and planning of relevant BTL campaigns
Competencies required:
Developing Marketing Knowledge,
Generate ”Insights”,
Develop Marketing Strategy,
Create Value Propositions,
Execute Marketing & Sales Plans,
Manager Business Relationships.
Capabilities required:
Min. 4 years of Business experience in Marketing and Sales.
Univ. level with Business/ Strategic Marketing direction.
Experience in Shopper Marketing .
Preferable background in fast moving durable goods business.
Experienced in managing, tracking, and evaluating ROI on spending.
Ability to think from a broad business perspective. Strategic out-of-the box thinker, team player, planning & organisational skills, executor, stress resistant, creative, entrepreneur focussed on growth.
Excellent communication and presentation skills
Key Performance Indicators:
Core KPIs:
Premium In-house Share / Disproportionate Share Growth of key categories in focus channel / retailer vs. national share / control stores.
ISE Performance, including that of In-store Promoters.
ROI of Category Management & speed of expansion, where applicable.
Other KPIs (to help deliver Core KPIs):
Channel prioritization for key categories defined & aligned with BDM’s and Distributors.
Local Shopper Activation Plans for key categories developed with sharply defined shopper target, shopping needs, top purchase barriers, and shopper insights.