Niine - Manager/Senior Manager - Trade Marketing

Description:

- Design and execute primary and secondary trade schemes to drive distribution, secondary sales, and volume growth

- Define clear scheme objectives (distribution expansion, off-take, NPD trial, liquidation) prior to rollout

- Ensure schemes are simple, executable, and aligned with trade realities and sales capability

- Track scheme effectiveness through:

- Volume uplift vs base sales

- Secondary vs primary sales ratio

- Incremental sales vs stock loading

- Distribution & outlet coverage improvement

- Measure ROI on trade schemes and recommend continuation, modification, or withdrawal

- Ensure minimal leakages and maximum impact from trade investments

- Own annual and quarterly trade marketing budget planning aligned with sales targets and brand priorities

- Allocate trade budgets across schemes, visibility, retailer programs, NPD launches, and channel-specific investments

- Ensure channel-wise and region-wise budget optimization based on business size, growth potential, and market maturity

- Monitor monthly budget utilization vs plan and take corrective actions to prevent over/under-spending

- Drive cost efficiency and ROI-focused spending without compromising on in-store execution quality

- Maintain robust budget trackers and MIS dashboards for management reviews

- Track competitor pricing, promotions and visibility activities and provide actionable insights to sales and marketing teams

- Own trade launch readiness for new products: pricing & margins, trade schemes, visibility rollout

- Design distributor and retailer engagement programs: Loyalty programs, Retailer contests, Visibility-linked incentives

- Drive planogram compliance and shelf visibility vs competition

- Plan and manage POSM deployment like Shelf strips, Danglers, Retailer cards

- Coordinate with vendors for timely production and rollout

- Work closely with Sales and Finance to ensure compliance with approval processes and governance norms

- Create sales toolkits like Product decks, Trade communication leaflets, Scheme briefs

- Train frontline sales teams on: Product USPs, Competitive positioning, Ongoing trade programs

- Support new distributor onboarding with launch kits and visibility plans

- Conduct regular market visits to understand execution gaps