Senior Specialist (Trade Marketing)

Raya Distribution

1. Channel Strategy & Planning

• Develop and execute marketing plans tailored to each channel, aligned with sales & marketing objectives.
• Collaborate with sales and commercial teams to ensure marketing efforts directly support revenue and sell-out targets.

2. On-Ground Marketing Execution

• Implement in-store campaigns, retail experiences, and seasonal activations across OR and IR partners.
• Manage end-to-end deployment of POSM materials, fixtures, signage, and digital assets.
• Ensure compliance with planograms, merchandising guidelines, and promotional displays.

3. Visibility & POSM Management

• Plan, distribute, and monitor POSM and branded assets across retail doors.
• Oversee the lifecycle of in-store elements: installation, refresh, removal, and storage.
• Work with vendors and installers to maintain quality and on-time execution.
• Document trade visit findings with photos, notes, and audit scores.

4. Channel Engagement & Retail Activation

• Coordinate and lead retail-level activations, co-branded campaigns, launch events, and footfall-driving activities.

5. Retail Audits & Quality Control

• Conduct regular audits of stores across channels to assess branding compliance, messaging consistency, and shopper experience.
• Identify visibility gaps and competitor presence; recommend improvement actions.

6. Retail Staff Engagement

• Partner with the training team to deliver brand immersion and product sessions to retail sales staff.
• Build and nurture strong relationships with store managers and frontliners to foster brand advocacy.

7. Digital & E-commerce Integration

• Coordinate with digital and ATL/BTL teams to integrate channel efforts into broader 360 campaigns.
• Ensure e-commerce platforms have rich content, optimized visuals, and consistent messaging during key campaigns.

8. Budget & Performance Management

• Manage channel-level marketing budgets and ensure efficient allocation toward high-ROI activities.
• Track key KPIs: campaign impact, footfall, compliance scores, staff engagement, and sell-through performance.
• Report regularly to senior stakeholders with data-driven insights and recommendations.

Interpersonal Skills:

• Communication Skills
• Planning & Organization
• Time Management

Technical Skills:

• Strong understanding of retail environments (OR, IR), Shopper Behavior, and Omnichannel Marketing.