Manager - Trade Marketing - FMCG

Description:

Trade Marketing Manager

Role Overview:

The Trade Marketing Manager will be responsible for driving brand visibility, sales growth, and execution excellence across Modern Trade, General/Traditional Trade, Export, and HoReCa (petro marts, mini marts, convenience outlets). This is a highly field-oriented role (minimum of 18 days in the field) requiring strong market engagement, relationship building, and disciplined execution to ensure brand consistency and growth across diverse channels.

Key Responsibilities:

1. Channel Strategy & Execution

Modern Trade:

- Create the trade marketing calendar and execute plans at supermarket chains and hypermarkets.

- Execute promotions, and in-store activations to maximise share of shelf and enhance visibility to drive sales.

- Coordinate planograms, POSM deployment, and seasonal campaigns.

General/Traditional Trade:

- Strengthen brand penetration through distributors, wholesalers, and kiosks.

- Execute BTL activities such as Merchandising & POSM Deployment, sampling, and local activations.

- Ensure brand consistency across smaller shops and general trade outlets.

Export Markets (Execution & Support):

- Provide on-ground support to export distributors and retail partners.

- Ensure marketing collateral, POSM, and activations are executed to brand standards.

- Conduct market visits to monitor execution and provide feedback for continuous improvement.

HoReCa (Petro Marts, Mini Marts, Convenience Outlets):

- Drive visibility at petrol station marts, mini marts, and convenience outlets.

- Drive product visibility through tailored promotions, sampling, and merchandising.

- Execute seasonal campaigns and ensure compliance with brand guidelines.

2. Field & Market Engagement (70 to 80%)

- Maintain strong on-ground presence to monitor execution, competitor activity, and consumer trends.

- Conduct regular market visits across all channels to ensure compliance with trade marketing standards.

- Provide real-time feedback to sales and marketing teams for agile decision-making.

3. Brand Visibility & Activation

- Lead BTL campaigns across channels to reinforce brand equity.

- Manage POSM design, production, and deployment for maximum impact.

- Push for additional floor space, and cross category visibility.

- Create and execute New Product Development Launch Plans

4. Cross-Functional Collaboration

- Work closely with Sales, Supply Chain, and Brand teams to align trade marketing initiatives with business objectives.

- Partner with vendors, agencies, and distributors to ensure timely and cost-effective execution.

- Monitor and track ROI of trade marketing activities and optimise budgets accordingly.

5. Market Intelligence

- Conduct competitor benchmarking and consumer insights studies.

- Provide actionable recommendations to enhance channel performance.

- Track emerging trends in retail, convenience, and export markets to inform strategy.

Qualifications & Experience:

- Bachelors degree in marketing, Business, or related field (MBA preferred).

- 7 to 12 years of experience in Trade/Channel Marketing across FMCG, Food & Beverage, or Consumer Goods industries.

- Proven track record in managing BTL campaigns, POSM, and retail activations.

- Strong vendor management, negotiation, and budgeting skills.

- Excellent communication and relationship-building abilities.

Key Competencies:

- Strategic thinker with hands-on execution capability.

- Strong leadership and team management skills.

- Ability to thrive in dynamic, fast-paced market environments.

- Analytical mindset with focus on ROI and performance metrics.

- Passion for brand building and customer engagement.