Marketing and Trade Assistant Manager

JOB PURPOSE

The Marketing and Trade Assistant Manager will be responsible for developing and executing strategic marketing initiatives to launch and grow PFC's product portfolio including, but not limited to, LPG Canisters and Cylinders. The role involves end-to-end brand planning, market rollout, competitive tracking, trade engagement, and on-ground execution for both B2C (e.g., retail and modern trade) and B2B (e.g., commercial establishments, agricultural users) channels. This role supports the Commercial team in shaping marketing direction and ensuring that PFC's new and existing products achieve strong market visibility, brand recall, and sales conversion.

NATURE AND SCOPE OF THE JOB

This is a highly strategic and executional role, requiring deep involvement across the entire marketing spectrum; from brand development and field intelligence gathering, to trade merchandising, marketing communications, and campaign implementation. While currently an individual contributor, the role is positioned for future team leadership as the company expands its product lines and coverage. The role is national in scope, with regular fieldwork expected to monitor market trends, competitor activity, and opportunities to optimize brand rollout and awareness efforts.

PRINCIPAL ACCOUNTABILITIES

Strategic Marketing and Brand Development

• Lead the creation and execution of marketing strategies for new and existing products.
• Develop value propositions tailored to various segments (e.g., low- to middle-income households, commercial establishments).
• Contribute to product naming, packaging, branding, and positioning.

Retail and Trade Channel Engagement

• Develop and implement retail marketing plans for hardware chains, grocery retailers, and independent stores.
• Coordinate merchandising, in-store activations, and point-of-sale visibility.
• Design and manage trade promotions and local marketing campaigns.

B2B Segment Penetration

• Map out and support marketing entry into non-retail segments (e.g., hotels, restaurants, agriculture).
• Develop collateral and campaigns targeting business customers with customized messaging and offers.

Fieldwork and Market Intelligence

• Conduct regular field visits to assess retail compliance, customer experience, and merchandising.
• Track competitor pricing, promotions, distribution, and brand positioning efforts.
• Recommend and implement tactical responses to match or exceed competitor moves.

Marketing Operations and Budget Management

• Propose annual and campaign-specific marketing budget forecasts based on planned programs, trade activities, and material requirements.
• Ensure efficient utilization of approved budgets, monitoring spend and maximizing ROI across all initiatives.
• Liaise with third-party vendors (e.g., creative, digital, printing) to execute materials and programs on time and within budget.

Digital and Content Marketing

• Support digital marketing campaigns for brand awareness and lead generation.
• Create or supervise the development of simple design materials and content for both digital and print.

Performance Tracking and Reporting

• Monitor campaign and activation performance against pre-defined KPIs.
• Submit regular reports and insights to support strategic decisions by the General Manager.
• Performing other duties and responsibilities that may be assigned and delegated to the role as deemed necessary

SPECIAL FEATURES

The role works closely with Business Development, Sales, and Supply Chain teams to ensure market readiness and alignment across functions. Externally, the role interfaces with retail partners, trade customers, marketing agencies, printing houses, and other vendors. As the face of PFC's marketing on the ground, the Marketing and Trade Supervisor/AM play a key part in representing the company to strategic partners and customers.

1. JOB QUALIFICATIONS

• Bachelor's degree in Marketing, Business Administration, or any related field.
• Minimum of 3 to 5 years of progressive experience in brand marketing, trade marketing, or field marketing rolespreferably in FMCG, consumer durables, or petroleum/LPG industries.
• Proven experience in launching new products, managing campaigns, and engaging both B2C and B2B segments.
• Strong field orientation with the ability to identify grassroots opportunities and translate insights into action.
• Hands-on experience in retail merchandising, pricing, and in-store promotions.
• Familiarity with marketing budget planning and basic digital marketing tools (e.g., Meta, Canva, Mailchimp, or similar platforms).
• Adept in communicating with cross-functional teams and external stakeholders.
• Creativity, initiative, and grit are essential; must be comfortable working in a fast-paced, execution-focused environment.
• Willingness to travel frequently for market visits and activations.

Soft skills:

• Strong analytical and strategic thinking skills.
• Excellent communication and presentation abilities.
• Strong negotiation and stakeholder management skills.
• Ability to work independently and in cross-functional teams.
• Adaptability and problem-solving mindset in a fast-paced environment.
• Hard skills:
• Strategic marketing and brand management
• Retail and trade marketing execution
• Market research and competitor analysis
• Budget planning and ROI evaluation
• Digital marketing tools and content creation
• Merchandising and retail display planning
• Data analysis and reporting
• Vendor and partner coordination
• Presentation and proposal development