Head of Retail Marketing

Objective
1. Responsible for the overall Retail Marketing Management of the Business
*The function includes retail planning & analysis, visual identity & merchandising, retail operations/training & field force management
2. Provide winning strategic medium-term to long-term direction through understanding of the retail landscape.
Sales Support - Strategy and Retail & Channel Development
 Monitor & analyze product channel / customer "go to market" execution plans to constantly review the progress / opportunities of key product strategies of "where to play", "what top play" & "how to win" plans for the division.
 Provide trade perspective, working with Product Marketing & Sales, and lead the development of Product Business plans which will ensure a competitive advantage for the channel / customer, which covers conceptual selling, customer profitability, distribution, merchandising standards, POSMs, initiatives, etc.
 Lead in the shopper, retailer, and field force base approach to driving category / product models success utilizing the shopper & retailer insights.
 Provide sales inputs on all customer & trade issues to ensure success for the product / category launches and create base plans [conceptual sales tool kits] for all product initiatives that are 'ready to deploy' which will allow sales to effectively sell-in product initiatives and campaigns.
 Lead the usage of sales automation [MCS] & other forms of trade information insights to drive improved execution, sell-out & achieve a customer focus environment. Track and analyze product performance/execution in the trade and develop plans to address customer / in-store fundamental issues and opportunities.
 Analyze channel and customer trade plans and promotion results across the country and work with sales, product marketing, marketing communications and finance to implement improvement plans that will lead to trade spend optimization
Retail Management and Operations
 Retail concept strategy development which includes reviewing both current retail environment, proposing a strategic retail development plan, and implement in a timely manner, meeting the goals & objective of the retail strategy plan as well as managing transitional issues
 Reinforce country Retail Marketing & Customer Excellence team's competency [Vision, Career Development, Resource Management, etc.]
 Ensure Global retail concept guidelines are implement in a locally relevant way in the country, yet be consistent the right consumer experience for the brand & category strategies.
 Share Global/Regional Best Practices and develop culture of share & re-apply in Retail Marketing & Customer Excellence groups and other Business Teams.
 Identify and implement key Retail Index Standard & other KPI metrics for measurement of efficiency and resource allocation to improve return on sales investment support, including field force, branded store, retail assets, merchandising, visibility initiatives, etc.
 Lead the retail landscape transformation to sustain the future mode of retail, meeting the implementation goals to deliver the region business goals & strategies.
 Ensure consistent understanding of Samsung Branded Store operation guideline, keeping a high standard in retail operations & execution. This includes retail operations capability development [shop management, retail staff training, retail performance measures, etc.] which will define success.
 Lead the country's retail operation team to manage the third party field force agency by setting clear contractual KPIs, constantly reviewing scorecards and continuously improving agency standards.
 Identify gaps and ensure systematic training modules are developed which will allow the field force to be differentiated vs. competition, this includes product Knowledge training, selling skills, grooming, etc.
 With multi/cross-function leaders and business teams to provide support of retail marketing initiatives and address any gaps to excellence of execution.
Other Retail Marketing Deliverables
 Retail Mapping & Segmentation. Provides thorough analysis of all retail stores in the country and identifies strategic and potential store
 Distribution and Visibility Strategy .Develops retail index standards together with product managers in order to guide the sales team on distribution and visibility competitiveness. Responsible in monitoring RIS compliance.
 Sell-out Target Setting and Reports Generation & Analysis. Provides sell-out targets to field force agency. Monitors & analyzes sell-out data. Maintains and analyzes critical sales & retail KPI scorecards/dashboard to understand trend.
 Retail Investment Strategy. Responsible for retail budget planning, ROI analysis and reporting. Identifies, develops plans and analyses appropriate retail investment to drive sell-out (display plans, promoter allocation, sell-out targets and incentives)
 Product Launch Planning. Works closely with product marketing and sales team on product launch planning. Defining critical retail execution targets and expectations.
 Brandshop Strategy-Building. Provides thorough analysis of brandshop performance and opportunities. Set the vision, objectives strategies and tactics.
• Field Force Capability & Training. Managing the ongoing development and implementation of the Field Force, responsible for Field Force Capability Enhancement.
 Retail Brand Strategy and Consumer Experience. Develops the winning 'look and feel' of Samsung displays and experience zones providing delightful shopping experience - Brand and product experience. Drives the development of in-store designs, visual identity and merchandising.