Job Overview:
The Trade Marketing Manager is responsible for developing and executing trade marketing strategies and plans that enhance the visibility and sales of the company's products in retail and distribution channels. This role focuses on driving promotional activities, optimizing in-store presence, and ensuring alignment between sales and marketing efforts.
Key Responsibilities:
1.
Trade Marketing Strategy:
- Develop and execute trade marketing strategies tailored to retail, distribution, and wholesale channels.
- Plan and implement promotional activities, point-of-sale (POS) materials, and in-store branding to drive sales growth.
2.
Channel Development:
- Collaborate with sales and distribution teams to identify key trade channels and develop customized marketing plans for each.
- Align trade marketing initiatives with channel-specific objectives to maximize reach and effectiveness.
3.
Promotional Campaigns:
- Design and execute promotional campaigns to increase product visibility and consumer engagement at the point of purchase.
- Ensure effective deployment of in-store materials such as displays, signage, and digital promotions.
4.
Sales & Marketing Alignment:
- Work closely with the sales and marketing teams to ensure a cohesive strategy that supports overall business objectives.
- Collaborate with key account managers to develop specific plans for top retailers and distributors.
5.
Budget Management:
- Manage the trade marketing budget, ensuring optimal allocation of resources across campaigns.
- Track the return on investment (ROI) of trade activities and promotions to ensure effectiveness.
6.
Market Research & Insights:
- Conduct trade research and monitor market trends, competitor activities, and shopper insights to refine trade marketing strategies.
- Provide feedback to product teams and sales departments to enhance market performance.
7.
Performance Analysis:
- Track and analyze the performance of trade marketing activities, including sales uplift, market share growth, and shopper engagement.
- Report on key performance metrics and provide insights for future strategy adjustments.
8.
Retail & Distributor Relationships:
- Build and maintain strong relationships with retailers, distributors, and other key stakeholders.
- Negotiate placement, promotions, and merchandising support with retail partners to ensure maximum visibility.
Qualifications & Skills:
- Bachelors degree in Marketing, Business Administration, or a related field.
- Proven experience (5+ years) in trade marketing, preferably within the FMCG industry.
- Strong understanding of retail environments, shopper behavior, and trade channels.
- Excellent communication, negotiation, and presentation skills.
- Analytical mindset with the ability to assess the effectiveness of trade activities.
- Proficiency in MS Office (Excel, PowerPoint) and CRM or trade marketing tools.