Trade Marketing Manager

Confidential Company

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.