Trade Marketing Manager

Job Summary:

The Trade Marketing Manager is responsible for developing and executing trade marketing strategies that drive product visibility, sales growth, and brand performance in the retail and distribution channels. This role ensures alignment between marketing and sales initiatives to strengthen the company's presence in the FMCG market and maximize return on investment from trade activities.

Key Responsibilities:

• Develop and implement trade marketing plans to achieve business objectives across modern trade, general trade, and key accounts.
• Collaborate with the sales and marketing teams to execute brand and promotional strategies that increase product demand and market share.
• Plan and manage trade promotions (e.g., in-store activations, merchandising, discounts, display programs) to enhance visibility and sales conversion.
• Monitor and analyze sales performance by channel, region, and product category to identify trends and opportunities.
• Manage trade marketing budgets and ensure efficient use of resources for maximum impact.
• Develop point-of-sale (POS) materials and ensure effective execution at store level.
• Coordinate with distributors and key accounts to ensure consistent implementation of trade programs.
• Conduct market visits and competitor analysis to understand trade dynamics and adjust strategies accordingly.
• Lead and motivate trade marketing officers or coordinators to achieve performance targets.
• Measure ROI of trade marketing campaigns and recommend improvements based on data insights.

Brand Management and Growth:

Responsible for driving brand growth and market performance through:

1. Developing and maintaining brand positioning and image in alignment with business objectives.
2. Creating, implementing, and evaluating promotional and marketing campaigns, including:

• Trade Marketing Activities
• National Consumer Promotions
• Brand Awareness and Communication Campaigns

1. Developing and managing pricing strategies to ensure competitiveness and profitability.
2. Monitoring stock availability, incoming shipments, inventory levels, and product sell-out performance to support business continuity.

Distribution and Trade Execution:

Ensure optimal product distribution, visibility, and execution across all channels by:

1. Driving correct product distribution, placement, and visibility in retail and trade outlets.
2. Identifying and capitalizing on opportunities for product expansion, distribution, and placement.
3. Developing planograms and monitoring compliance and implementation across stores.
4. Providing direction and oversight for promotion execution to ensure consistency and effectiveness.

Business Performance and Brand Health Management:

Accountable for monitoring brand performance and ensuring informed business decisions through:

1. Conducting regular business reviews to assess brand performance and identify growth opportunities.
2. Analyzing sales, market, and consumer data to support strategic decision-making.
3. Evaluating promotional activities to measure effectiveness and return on investment.
4. Managing brand budgets, including planning, monitoring, and controlling marketing expenditures.
5. Processing, validating, and monitoring brand-related expense claims in compliance with company policies.

Qualifications:

• Bachelor's degree in Marketing, Business Administration, or related field.
• At least 5 years of experience in trade marketing or sales within the FMCG industry (food or beverage preferred).
• Strong understanding of trade channels, consumer behavior, and retail operations.
• Proven ability to manage budgets, projects, and cross-functional teams.
• Excellent analytical, communication, and negotiation skills.
• Proficient in MS Office and data analysis tools.

Key Competencies:

• Strategic thinking and execution
• Market and consumer insight
• Trade and channel management
• Budget and project management
• Leadership and collaboration