Honasa Consumer Ltd.
Website:
honasa.in
Job details:
Key Responsibilities
1. Shopper Activation & Channel Strategy
Channel & Shopper Insights: Deeply analyze BPC shopper decision trees, buying behaviors, and category dynamics across key retail formats (Hyper/Super, Beauty & Wellness, Specialty stores).
Activation Calendar: Conceptualize, build, and deploy the annual and quarterly Modern Trade shopper activation calendar aligned with company business plans and brand priorities.
New Product Launch (NPD) Execution: Partner with Brand & Supply Chain teams to ensure zero-day launch visibility, sampling drives, shade-finder toolkits, and high-impact secondary placements across accounts.
2. Joint Business Planning (JBP) & Account Co-Marketing
Account-Specific Programs: Collaborate with National Key Account Managers (NKAMs) to design
customized co-marketing schemes, promotional toolkits, and thematic campaigns (e.g., Summer Sun Care, Festive Beauty Expos, Big Saver Days).
Category Growth Stories: Develop shopper data-backed pitch decks and selling stories to support KAMs during JBP negotiations with retail category managers.
3. Visual Merchandising (VIS) & In-Store Excellence
Look of Success & Planograms: Define store-level 'Look of Success' standards and category planograms tailored to BPC shoppers across store tiers.
POSM & Merchandising Design: Brief agencies and lead the design, production, and end-to-end roll-out of point-of-sale materials (POSM), branded bays, end-caps, tester units, and interactive display assets.
Beauty Advisor (BA) Enabling: Design trial generation toolkits, sampling mechanics, and product education assets to empower in-store Beauty Advisors (BAs) to drive conversion.
4. BTL Budget Management & ROI Optimization
Trade Spend Efficiency: Manage and allocate BTL budgets across accounts, ensuring optimal deployment across visibility, schemes, and activation assets.
Post-Campaign Evaluation: Perform rigorous pre- and post-activation ROI analysis to identify high-yielding mechanics, eliminate wasteful spends, and optimize trade investments.
5. Competition & Market Intelligence
Market Audits: Conduct regular market/store visits to monitor competitor BTL activations, POSM
innovations, pricing strategies, and shelf share.
Feedback Loop: Feed continuous market intelligence back to Brand and Sales teams to adapt trade strategies dynamically.
Key Performance Indicators (KPIs)
Off-Take & Revenue Growth: Achieving secondary sales growth and target achievement in assigned MT accounts.
In-Store Conversion & Share of Shelf: Improving category conversion rates and expanding shelf space across core BPC categories.
Execution Excellence (OTIF): On-Time, In-Full deployment of POSM assets and 100% Planogram
Compliance.
Trade Spend ROI: Maximizing ROI on BTL budgets and promotional spend efficiency.
NPD Launch Speed: Speed-to-shelf and visibility saliency for New Product Launches.
Qualifications & Experience Required
Education: MBA or Master’s Degree in Marketing / Business Administration from a top-tier institute.
Experience: 5–8 years of proven experience in Trade Marketing, Shopper Marketing, or Commercial
Strategy within FMCG / Beauty & Personal Care (BPC).
Channel Expertise: Hands-on experience in managing Modern Trade (National/Regional chains or Beauty
Specialist formats like Health & Glow, Nykaa, Reliance Retail, DMart).
Analytical Skills: Strong capability to analyze sell-out data, ROI metrics, promotional effectiveness, and Shopper trends.
Desired Attributes (Honasa Culture Fit)
Push Boundaries: Willingness to challenge traditional retail playbooks with innovative, consumer-first in- store activations and visual concepts.
Own It: Demonstrating end-to-end ownership of project delivery—from concept design with agencies to final execution on the store floor.
Do More with Less: Ability to optimize BTL spends and design cost-efficient, high-impact visual
merchandising assets.
Act Now: Agility to quickly act on market trends, competitor moves, and retailer feedback in a fast-paced environment.
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