Position title: customer marketing associate manager - americas
reports to title: senior business development manager
dept / function: commercial
market/s: americas
location: guadalajara and/or cd mx.
*summary*:
the associate customer marketing manager will be a key member of the commercial team to:
- establish overall marketing strategies in region/ channel specific activation plans
- identifies opportunities to grow hershey's brands with tailored activities by channel/clients
- ensure effective and consistent cascade of marketing strategies to retailers & distributor's team
- supports commercial opportunities (new markets, new channels, new occasions) as well as refining current business through 'test and learn' e.g. digital / new seasons
- define, track and build corrective measures of commercial kpis in collaboration with sales and marketing
- develop commercial insights (channel, customer and shopper) to foster the brand strategies
- respond to business requests; support the resolution of critical customer specific needs
- support external partnerships for new business opportunities
- enhance customer relationships through resolving issues and sharing insights and knowledge that can further enable business growth
- evaluate, measure and monitor responses to programs; establish criteria for success
- participate in key customer appointments to identify areas of growth
the role requires developing and implementing an effective and coordinated customer marketing plan in support of organizational and marketing and sales business unit strategies alongside the sales manager (i.e. Global accounts as applicable) and other globally or regionally driven efforts (e.g. category management).
this is also a customer facing role supporting the corporation with recognized customers and/or relevant organizations, partners and suppliers within the market/s as it relates to the function.
the associate customer marketing role is expected to support and leverage partnerships with the retailers & distributors in wtr for the markets under the business unit.
a specific expectation for this associate customer marketing role is to support and manage an identified customer in the market.
this entails, with the support of the sales manager, the delivery of a customer engagement plan and the creation and enforcement of standard sales metrics for the account / customer in the identified key markets and / or pilot markets.
*major duties/responsibilities*:
- market strategies - 40%_
- collaborate with sales team to identify opportunities and develop strategies that meet customer and business growth expectations
- seek internal resourcing, alignment and approvals as necessary
- manage agencies, partnerships, resourcing to ensure success
- support relationships with retailers and distributors' customer marketing counterparts
- supports understanding to grow the business through effective customer marketing and sales organization, channel and key customer strategies at trade / customer level for specific markets | customers and or geographic areas under the business unit.
- communicates and consistently monitors progress of the execution of the customer marketing strategy with internal and external stakeholders.
- helps develop and execute joint business plans with customer and distributor partners and identify key customers within markets.
- in all called out areas below, the role will comply with or develop the right measurable at all levels to ensure delivery and visibility of progress (or the lack of it) in achieving customer marketing or business goals.
- working in close coordination with key customers to provide category and shopper insights enabling hershey's to build stronger trade partnerships.
this will be through programs that drive category sales via increased number of shoppers, transaction size per purchase and purchase frequency.
- develop and share channel and customer insights with marketing and sales
- business development - 20%_
- monitor and understand trends, work closely with shopper insights group, category team and marketing to develop insights and ideas that can be leveraged to ground and support new business recommendations.
- supports the "where to win" and "how to win" trade, customer and shopper programs that deliver the outcomes required with clear marketing, sales and financial deliverables.
- customer marketing program - execution - 20%_
- leads the development, execution and evaluation of agreed customer marketing programs designed to make hershey's win in-store, give hershey brands the highest weighted distribution among competitive set and drive strong consumer off take for hershey's products.
- develops with the commercial team to deliver the respective customer marketing plans and the customer marketing calendar (annual promotions calendar) to support the business unit's innovation plans.
- provide sales' inputs and final sign-off on all promotional material