Trade Marketing Manager

Overview

• Develop and implement comprehensive trade marketing plans for assigned brands in alignment with overall sales objectives.
• Ensure that marketing activities directly support category growth, market share improvement, and revenue targets.
• Oversee trade marketing budgets, including allocation for promotions, campaigns, and in-store activations.
• Ensure optimal ROI on all marketing expenditures while adhering to company financial policies.
• Collaborate with internal teams (Sales, Supply Chain, and Senior Management) and external agencies to ensure seamless execution of campaigns.
• Act as the point of contact for brand owners and distributors regarding trade marketing initiatives.
• Conduct regular market visits and gather intelligence on consumer behaviour, competitor activity, and market trends.
• Provide actionable insights to refine marketing strategies and improve brand positioning.
• Work closely with Unit Managers and Sales Teams to achieve sales and shipment targets for assigned brands.
• Provide marketing tools, guidelines, and support to enhance in-store brand visibility.
• Conceptualize and implement trade promotions, BTL campaigns, and partner activation programs.
• Ensure all in-store campaigns are compliant with brand standards and company policies.
• Regularly track performance of trade marketing campaigns and evaluate effectiveness against objectives.
• Prepare and present monthly, quarterly, and annual brand performance reports to the General Manager.
• Maintain strong relationships with suppliers, brand owners, distributors, and relevant government institutions.
• Negotiate supplier support and manage allocated A&P budgets to maximize marketing impact.
• Conduct regular visits to retail outlets, supermarkets, and hypermarkets to ensure proper brand display and adherence to guidelines.
• Address operational gaps identified during field visits and provide corrective action plans.
• Ensure all debit notes are sent within the stipulated timeframe to facilitate timely fund recovery.
• Develop and own brand positioning, communication strategy, and annual marketing calendar for assigned brands.
• Ensure consistency of brand messaging across ATL, BTL, digital, and in-store touchpoints.
• Plan and execute ATL campaigns (TV, radio, OOH, print) in collaboration with media and creative agencies.
• Manage digital marketing initiatives including social media, influencer campaigns, and performance marketing.
• Lead or support new product development (NPD) and relaunch initiatives, including concept development, packaging, pricing, and launch execution.
• Coordinate cross-functionally to ensure trade readiness and successful market entry for new launches.
• Customize marketing and activation strategies by channel (General Trade, Modern Trade, HoReCa, e-commerce, where applicable).
• Track post-campaign learnings and embed best practices into future plans.
• Partner closely with senior leadership to align brand strategy with overall business objectives.
• Present marketing strategies, budgets, and performance updates to management forums.