CDE - Indirect Trade at Colgate-Palmolive

 

Ensure width and depth of distribution of CP products in the given country/region and implementation of CD strategies so as to achieve the sales and distribution objectives for the country/region

 

 

Ensure effective execution of the CD strategies and roll out of schemes by closely working with the distributors , DSRs (Distributor Sales Representatives ), Merchandisers, foot soldiers & agnecies across the country/region.

 

 

Internal: CDTL, CDM, Demand Planning Manager, Retail Environment Manager ,CDT Finance Manager and Customer Service & Logitsics Manager

External: Distributors, Distributor Sales Reps, Merchandiers, foot soldiers and customers serviced by distributor(s) (As per Permanent Journey Plan/ monthly work plan)

 

Accountability

Related Activities

Distributor and Territory Management

• Distributor engagement for mutual profitable growth
• Execution of 5Ps (Product Assortment/ Placement(planogram) / POP/ Pricing/ Promotion) as per the strategy in the assigned country/region
• Execution of signed Terms and conditions with full compliance (both annual agreements and periodic in-store activities in customers serviced by distributor)
  • Ensure all GTN related claims are managed to standard
  • Ensure Distributors adhere to CP standard / Agreed payment terms
• Planning and execution of Joint Business Plans (JBP) with supermarkets customers serviced by distributors to achieve JBP goals
•  Build Distribitor Sales Reps (DSRs) capabilities with on the job coaching via regular field accompaniments
• Coverage expansion and effectiveness

• Ensure coverage of stores as per guidelines with periodic update of route list wit correct Retail Environmnet classification of stores
• Identify new markets/customers and bring them under direct coverage on a regular basis
• Ensure addition of speciality wholesalers
• Ensure that DSR efforts are directed towards driving distribution of mandated SKU availability per RE strategy and identification of new potential stores
• Ensure optimum usage of new product launches to drive sales
• Ensure sales call efficiency , with compliance to 5Ps, handling objections, etc.
•  

In-store management

• Execution of 5Ps strategy by Retail environment/channel

Market Updates

• Secure and draw insights from any competitive information available in public domain regarding:
• New products
• Activities
• Schemes
• Any other developments

Communication

• Utilize effective communication to drive overall business performance

• Setting objectives for market visits
• Reviewing salesmen and Foot soldiers performance against plan
• Reviewing Distributor performance against plan

Developing and training

 

• Train and develop salesmen through required mode of training ( e.g. route plans adherence, new products, mandated assortment per RE, focus on coverage expansion i.e. PASSION understanding)
• Coach and motivate salesmen to perform well by ensuring that they meet monthly sales targets & earn their sales commission
• Acknowledge any issues faced by salesmen in the field and provide support to resolve it

Meetings

• Conduct effective monthly and weekly DSRs meetings
• Updates on route wise overall IMS (In Market sales/ sellout from distributor(s)
• Core SKU’s IMS per RE
• Route wise effectiveness and productivity
• Best practises sharing and mock calls

Reporting

• Compile reports and information as per requirements communicated by CDM

Relationship Building

• Maintain trust and understanding in working with Distributors and trade in general, especially with key /sub-distributors, key wholesalers to drive business
• Share success stories
• Communicate customer plans per RE to drive IMS
• Mutually work towards category growth
• Resolve issues, etc.

The Customer Development Executive (CDE) plays an important role in the Region in ensuring profitable growth by:

Category Management:

Understands the strategic importance of category management and drives use of it in key customers; has expertise in interpreting and applying the category management 8 step processes.

Strategic and Creative Thinking:

Takes initiative to understand emerging consumer and marketplace trends and thinks through implications for the categories, channels and the customers; thinks in terms of regional concerns and global needs.

Consumer/Shopper Understanding:

Has a broad based of knowledge about the consumer (attitudes, habits, shopping behavior) for each channel; works with consumer insight professionals to define business goals and specific research objectives prior to developing trade research programs.

Trade Understanding and relationships:

Adapts to rapid changes by customizing the way Colgate does business with customers in the different channels; works to understand the objectives and priorities of key customers; understands the key factors driving change in the trade environment and the implications for both Colgate and its customers.

Cross Organizational Relationships:

Encourages collaborative planning and problem resolution across channels and categories; prioritizes what’s important across functions, channels, categories, and geographies; encourages others and personally develops good working relationships with professionals in other departments, regionally, globally, and in other countries.

Promotional Excellence:

Helps local teams drive the use of innovative and customized trade promotions focused on the customer’s consumer and channel and conducts post analyses to learn from results; selects creative ways to leverage and invest trade money to drive customer’s performance and profitability.

Business and Global Perspective:

Stays abreast of external business developments and understands their potential impact on Colgate’s performance; brings cross disciplinary knowledge to bear on issues and opportunities; focuses on profitability and considers cost options when making decisions; actively integrates external and internal best practices and trends.

Communications:

Keeps people well informed of plans, goals and objectives; provides clear understanding of job priorities and performance expectations; clearly and simply expresses ideas and concepts

Feeder Positions:

Customer Development Manager (CDT), Retail Environment manager, Key Account Manager, Marketing coordinator.

Career Development Options:

Customer Marketing Manager, Customer Development Manager (Regional), Customer development Team Leader, Category Manager

A minimum of a Bachelor’s degree is required. Undergraduate coursework in Business and/or a Masters in Business Administration is desirable.

Experience: 3 to 4 years in FMCG in a similar role in a large local company or MNC with proven track record

Required: Fluent English and local language

Desired

• Previous experience working in a matrix environment
• Understanding of trade/value chain margins and distributor profitability
• Understanding of distributor P&L (for CP)

 

Essential: Planning and priority setting, negotiation, effective execution and analysis, developing and coaching and decision making. Self-motivated and able to work independently;

Attention to detail

Desirable: Teamwork, relationship building and leading change

 

Essential: Understanding our environment, Understanding of role and importance of wholesalers customer influencing and negotiation, customer or service providers collaboration and distributor & DSRs KPIs and distributor profitability

Desirable: Supply chain perspective, integrated commercial planning, in store execution and financial / P&L proficiency