Sanofi-Trade & Shopper Marketing Lead, CHC

Sanofi-Trade & Shopper Marketing Lead, CHC


To drive Trade and Shopper Strategy Execution across the country, with the support of the Head of TSM, in order to deliver winning Channel / Category / Brand / Shopper Strategies at the Point of Purchase. To encourage / foster the development of a challenge mindset within the sales organization to drive commercial innovation and profitable market share growth. To drive Shopper Mindset at the heart of all Commercial Projects launched and monitored.

To also double hat as an Analyst for the Gulf in terms of data collection & analysis, managing spending allocations, reconciliations and ROI evaluations, full support on in-store implementation, execution & the development of perfect store program, including the design & production of BiC POS solutions, across the 5 markets.


Be the Category & Shopper Expert

  • Understand, analyse & communicate shopper, category & trade dynamics in the market
  • Fully understand the shopper journey and tailor and deliver activation plans that span the entire journey
  • Develop future focused Category Growth stories to ensure Sanofi is a market leader in category and shopper understanding to enable external relationships
  • Ownership of the local GtN guidelines based on channel, category and brand strategies identified to win at point of purchase and recommendation. This includes but is not limited to: Primary & Secondary Display Activation, Instore marketing activities and HCP engagement plans. Own & build culture of ROI driven activities driving efficiencies in Trade Investment
  • Brand Fundamentals: co-lead a constant review of core brand fundamentals such as packaging, pack sizes, format and claims with a cross functional team
  • Drive the charge for external focus and customer centricity at a category, brand and channel level through the roll out of the External Thursday’s programs
  • Pricing: Review channel level price waterfalls on an annual basis and take part in annual channel pricing reviews to ensure we are competitive at all levels of pricing
  • Be an active member of the CHC community through collaborative information sharing & best practice implementation

Be the Channel Expert

  • Complete a clear channel / account / store CVM to enable clear investment & activity choices for the sales team
  • Lead and plan the annual Trade Marketing Master Plans for CHC brands; in terms of strategy, promotion, communication and visibility at point of sale
  • Account Standards: Create and align Account Standards for key customers / channels / store formats
    • Distribution: Define Must Stock List (MSL) by channel and align with management team
    • Display: Primary & Secondary display KPIs by brand & store type and align with management team
    • Ownership of Perfect Store, Make the Difference, Race to Zero & other Commercial Project programs
  • Cycle Plan: Ensure full alignment of a by category, by channel cycle plan to ensure we maximize activity ROI and align with our Growth Model
  • Promotional Plan: Develop and own the promotional strategy by channel and ensure compliance. Set standards based on ROI learnings and support business case for any new mechanics using pre and post evaluation
  • Sales Support: Closely work with Sales and KAM Teams to build Joint Business Plans and customer contracts for Key Customers & become preferred strategic partners for key categories

Double hat as the Gulf TSM Analyst

Perfect Store Program & Reporting

Deploy and deliver channel-based Account Standards and Cycle Plans for Perfect Store program

Analyse relevant data and generate monthly dashboards and presentations that provide actionable insights and identify growth opportunities (Commercial dashboards, TRAX reports & Category Deep Dives)

Support for Monthly Value Creation projects, MTD2.0, Off-take reports and TRAX database and launch of Race to Zero program along with other relevant Commercial Programs

Works closely with finance to plan spending accruals & approve spending classified to the agreed budgets

Support Commercial teams on Annual Business Planning Processes (F1 & F2)

Support in roll out global programs e.g. WISE Training and STAR program as well as partake in CVM trainings

Image Recognition: Ensure the correct set up of the relevant Image recognition software tools are completed in a timely manner and with the right KPI’s

Develop & Deploy Right POSM

Support design and development of planograms, POSM catalogues and merchandising guidelines for channels and store types

Ensure POSM availability in line with Trade Marketing customer plans

Own and track POSM A&P budget. Deliver year on year savings

Trade Marketing Planning & Delivery

Drive category & shopper insights driven planning as a mind-set across the whole organization – being the shopper and customers voice

Sales Support: Work closely with Sales Managers in developing customer contracts to accelerate growth of key & potential customers.

Monitor and review execution of plans vs. contracts to ensure compliance vs. SOP

Responsible for Service materialization compliance in line with the Trade Marketing SOP

Measuring the impact of promotional events and providing critical insights for the organization to drive results; track and maximize ROI on customer advantage by account/market/channel

People Management Mindset with Head of TSM

  • Develop and foster a culture of “can do” and challenge within the sales & TSM team to create an environment of ownership and responsibility
  • Drive a category, shopper and future retail environment mindset out across the whole organization – being the shopper and customers’ voice
  • Drive cross functional collaboration between Trade Marketing, Sales, Marketing and the support functions
  • Implement commercial programs e.g. Perfect Store, Race to Zero, etc. as well as partake in CVM trainings
  • Purpose & Values: work to build a team environment that is enshrined in our Sanofi purpose of Serving Healthier Fuller Lives and our 4 Values (Respect, Courage, Teamwork, Integrity)

Controls & Compliance

  • Ensure a culture of compliance and ethics within not only the TM but the total country
  • Full ownership of the annual Trade Marketing & POSM budgets, managed to ensure it remains on target with ROI maximization
  • Ensure all POSM, Detailing & Trade material is in-line with country regulations and Sanofi SOP’s
  • Drive an ROI mindset throughout the organization both for instore activity/ promotion and material production
  • Development of the monthly sales dashboard in conjunction with the Head of Sales
  • Monthly review of KPIs by rep, by brand and by channel to ensure both compliant behaviour and identify gaps and opportunities
  • Always maintain confidentiality and the upholding of Sanofi Values



Cross Functional Collaboration with:

  • Sales Managers and Trade Managers
  • ICBO
  • Marketing
  • Finance BP
  • Regulatory
  • Legal
  • Compliance
  • Procurement


Would be expected to be involved with :

  • POSM Agencies
  • Distributors
  • Key accounts


  • Knowledge & education:
    • Bachelor’s degree
  • Communication:
    • English – Full professional proficiency
    • Arabic Speaking is a plus
  • Experience:
    • +8 years’ work experience
    • Prior experience of trade marketing is a plus
    • Current or previous experience in Consumer Healthcare or FMCG companies


  • Act for Change


  • Cooperate Transversally


  • Develop People Self / Other


At Sanofi diversity and inclusion is foundational to how we operate and embedded in our Core Values. We recognize to truly tap into the richness diversity brings we must lead with inclusion and have a workplace where those differences can thrive and be leveraged to empower the lives of our colleagues, patients and customers. We respect and celebrate the diversity of our people, their backgrounds and experiences and provide equal opportunity for all.


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