Pidilite - Manager - Trade Marketing

Manager - Trade Marketing

Location - Mumbai Metropolitan Region

Employment Type - Full-Time | On-Site

About the Role

We are looking for a highly motivated and result-oriented Manager - Trade Marketing to drive Go-to-Market excellence, strengthen distribution effectiveness, and enhance trade marketing impact across markets. This role will play a critical part in improving channel performance, executing field marketing initiatives, and ensuring seamless collaboration between sales, marketing, and distribution teams.

The ideal candidate will possess strong analytical capabilities, stakeholder management skills, and a proven track record of delivering measurable business outcomes through effective trade marketing and sales excellence initiatives.

Key Responsibilities

Distribution & Channel Effectiveness

- Drive distribution effectiveness across assigned markets and channels.

- Identify opportunities for network expansion and market penetration.

- Monitor channel performance and implement corrective actions to improve productivity and coverage.

- Strengthen channel partner engagement and effectiveness to drive business growth.

WSS Engagement & Governance

- Lead WSS engagement initiatives and ensure effective partner collaboration.

- Manage compliance, governance, and operational standards across the distribution network.

- Develop and monitor scorecards to track channel and partner performance.

- Drive accountability through periodic reviews and performance evaluations.

Receivables & Partner Management

- Ensure receivable discipline across channels and markets.

- Monitor outstanding payments and collaborate with stakeholders to improve collection efficiency.

- Support channel partners in achieving business objectives while maintaining operational discipline.

Trade Marketing & BTL Initiatives

- Plan and execute Below-the-Line (BTL) marketing programs to drive market activation and customer engagement.

- Develop and implement trade marketing campaigns aligned with business objectives.

- Execute field activation programs to improve brand visibility and market reach.

- Evaluate campaign effectiveness and optimize future initiatives based on performance insights.

Planning & Budget Management

- Manage trade marketing budgets and ensure efficient allocation of resources.

- Develop and maintain marketing calendars to ensure timely execution of initiatives.

- Monitor spend effectiveness and drive return on investment from marketing activities.

Cross-Functional Collaboration

- Collaborate closely with Sales, Marketing, Supply Chain, Finance, and other business functions.

- Ensure alignment of trade marketing initiatives with overall business and sales objectives.

- Facilitate smooth execution of market programs through effective stakeholder coordination.

Market Reviews & Execution Excellence

- Conduct regular market reviews to assess performance, identify gaps, and recommend improvements.

- Drive execution excellence through structured monitoring and governance mechanisms.

- Ensure timely closure of action items and implementation of agreed business initiatives.

- Track key performance metrics and provide actionable recommendations for continuous improvement.

Qualifications & Experience

Educational Qualification

MBA / PGDM (Mandatory)

Experience

6-10 years of relevant experience in:

- Trade Marketing

- Distribution Management

- Sales Excellence

- Channel Management

Required Skills & Competencies

- Strong understanding of Go-to-Market (GTM) strategies and distribution management.

- Expertise in trade marketing and field activation programs.

- Excellent analytical and problem-solving skills.

- Strong stakeholder management and cross-functional collaboration abilities.

- Experience in budget planning, resource allocation, and campaign evaluation.

- Ability to drive execution excellence across large and diverse markets.

- Strong communication, negotiation, and influencing skills.

- Data-driven decision-making capability with a focus on business outcomes.

Preferred Industry Background

Candidates with experience in the following sectors will be preferred:

- FMCG

- Building Materials

- Paints

- Consumer Durables

- Similar distribution-led industries

Success Metrics

- Improvement in distribution reach and channel effectiveness.

- Enhanced market coverage and network expansion.

- Successful execution of trade marketing and BTL initiatives.

- Improved receivables management and channel partner productivity.

- Achievement of budget and ROI objectives.

- Consistent execution excellence and timely closure of market action plans.

Preferred Candidate Profile

- Strategic and execution-oriented professional with a strong commercial mindset.

- Proven ability to manage complex stakeholder ecosystems.

- Passionate about market execution, channel development, and trade marketing.

- Comfortable working in a fast-paced, performance-driven environment.

- Demonstrated track record of delivering measurable business impact through trade and distribution initiatives.