Trade Marketing Manager FMCG
Position Overview
The Trade Marketing Manager plays a key role in strengthening brand presence, driving sales growth, and delivering excellence across all retail channels. This position serves as the link between Marketing and Sales, ensuring that brand strategies are translated into impactful, channel-specific executions that influence shopper behavior and improve in-store performance.
Key Responsibilities
1. Trade Marketing Strategy
- Develop and implement annual and quarterly trade marketing plans aligned with brand and commercial priorities.
- Identify channel growth opportunities across Modern Trade, General Trade, Traditional Trade, and e-commerce.
- Define channel strategies, promotional frameworks, and activation calendars.
2. In-Store Execution & Activation
- Plan and execute in-store visibility programs including POSM, displays, promotions, and merchandising activities.
- Work closely with Sales teams to ensure consistent and high-quality execution across all outlets.
- Manage trade marketing budgets and ensure strong return on investment (ROI).
3. Shopper & Category Insights
- Analyze category performance, shopper behavior, and competitive activity using syndicated data (e.g., Nielsen, IRI, Kantar).
- Provide insights and recommendations to optimize product assortment, shelf placement, and promotional effectiveness.
4. Promotional Planning & Evaluation
- Design consumer and trade promotions that enhance sell-in and sell-out performance.
- Track promotion execution and ensure compliance at store level.
- Evaluate activation results and propose continuous improvement plans.
5. Collaboration with Sales & Key Accounts
- Develop toolkits, trade decks, and POSM guidelines to support the Sales team.
- Participate in joint business planning with key retailers and distributors.
- Strengthen relationships with trade partners to enhance brand visibility and expand distribution.
6. Budget & Performance Management
- Manage the trade marketing budget with accuracy, accountability, and cost efficiency.
- Monitor key KPIs: sales uplift, market share, ROI, distribution, and visibility compliance.
- Prepare regular performance reports for internal stakeholders.
7. Cross-Functional Alignment
- Collaborate with Marketing, Supply Chain, Finance, and Category teams to ensure seamless execution.
- Lead channel activation for new product launches, ensuring strong market introduction.
Qualifications
- Bachelor's degree in Marketing, Business Administration, or a related field; MBA preferred.
- 48 years of experience in Trade Marketing, Category Management, or Sales within the FMCG industry.
- Strong understanding of retail environments and shopper behavior.
- Proficiency with data analysis tools and syndicated market data.
- Excellent communication, presentation, and negotiation skills in English.
- Ability to manage multiple projects and work effectively across teams.
