Trade Marketing Manager - General Trade

Department: Sales & Marketing

Reports To: Head of Marketing / CMO

Experience: 1 - 4 years in Trade Marketing / Sales Activation within FMCG

Role Overview:

The Trade Marketing Manager will be responsible for translating brand strategy into strong on-ground execution across General Trade channels. The role bridges marketing strategy and sales execution, driving visibility, availability, retail engagement, and sell-out performance.

Key Responsibilities:

1. Trade Strategy & Channel Development:

- Develop and implement trade marketing strategies for General Trade channels.

- Translate brand campaigns into in-market activation programs.

- Develop channel initiatives to improve product availability and sell-out.

2. Trade Promotions & Sell-Out:

- Plan and execute consumer promotions, retailer schemes, and distributor incentives.

- Develop trade schemes including retailer loyalty programs, bundled offers, and display incentives.

- Monitor promotion effectiveness and ROI.

3. In-Store Visibility & Merchandising:

- Drive strong in-store visibility and brand presence.

- Develop POSM strategies including shelf branding, danglers, signage, and display units.

- Ensure consistent execution across territories and channels.

4. Distributor & Sales Collaboration:

- Work closely with distributor sales teams and field sales teams.

- Conduct market visits to monitor execution and identify opportunities.

- Train and support sales teams on promotions and execution guidelines.

5. Market Intelligence:

- Track competitor pricing, trade schemes, visibility, and retail activities.

- Collect market insights from sales teams and retailers.

- Provide regular trade performance reports and recommendations.

6. Activation & Budget Management:

- Plan and execute market activations and retail engagement programs.

- Coordinate with agencies and field promoters.

- Manage and optimize the trade marketing budget and track ROI.

Requirements:

- Master's Degree in Marketing, Business Administration, or related field.

- 1 - 4 years of experience in Trade Marketing or Sales within FMCG.

- Experience in trade programs, activations, promotions, or retail execution.

- Strong commercial and analytical skills.

- Understanding of General Trade channels and distributor networks.

- Strong execution, project management, and communication skills.

- Ability to work effectively with Sales, distributors, retailers, and agencies.

Desired Candidate Profile:

Hands-on FMCG professional with experience in Trade Marketing, Sales Activation, General Trade, retail execution, promotions, and distributor management, with a strong commercial and execution-focused approach.