Trade Marketing Manager: -Trade

Overview

The Trade Marketing Manager:
On-Trade will play a critical role in driving brand visibility, engagement, and sales growth across the On-Trade (bars, restaurants, clubs, hotels) channel. This position acts as the link between sales and marketing teams, ensuring brand strategies are effectively translated into actionable trade marketing plans. The role requires a creative, results-driven individual who is passionate about building brands through innovative trade marketing solutions in the dynamic Liquor industry.

Brand Activation

• Plan and execute all trade marketing activities, promotions, and brand activations in the On-Trade channel.
• Collaborate with brand teams to develop and execute winning POS (point of sale) guidelines and activation toolkits to step change brand visibility in premium and mainstream quality tier outlets.
• Drive the procurement and deployment of all POS and promotional materials from warehouse into outlets in collaboration with brand and sales teams.
• Work closely with brand teams and agency partners to ensure all trade marketing campaigns have effective call to actions for the On-Trade environment.
• Build strong external 3rd party relationships to deliver innovative trade marketing and activation solutions.

Perfect Outlet Execution

• Champion Perfect Outlet execution and the effective implementation of the On-Trade Playbook for all premium and mainstream quality tiers with Key Account and Field Sales teams.
• Partner with sales teams to ensure execution of promotional activities in outlets and recommend course corrective actions to maximise ROI for brands.
• Identify opportunities for cross-promotions and brand activations in outlets to enhance brand presence and consumer experience for brands.
• Coordinate with Insights team to drive MES targets and activities with sales teams across outlet types.

Cycle Planning and Execution

• Drive the Cycle Planning process for the On-Trade channel from brand campaign development to final in market execution with sales teams and customers.
• Collaborate with brand and sales teams to develop integrated activity grids, promotional calendars, and experiential events for Key Accounts in the On-Trade.
• Develop effective go-to-market processes with brand and sales teams to ensure OTIF delivery of campaigns, promotions, and POS toolkits in the On-Trade.
• Work closely with Field Sales teams to drive visibility and adoption of new product launches in On-Trade.
• Monitor, track and report on the effectiveness of all trade marketing campaigns and cycle initiatives.

Analytics and Reporting

• Analyze market trends, competitor activities, and trade insights to identify growth opportunities that inform trade marketing materials and visibility tools in the On-Trade.
• Develop expert knowledge of competitor activity and innovative trade marketing materials for the On-Trade environment.
• Conduct regular market visits and provide reports on the performance of promotions and activations.
• Leverage data insights to optimize future campaigns, MES delivery and overall ROI for brands.

Collaboration

• Act as the key link between brand teams, sales teams, and external agency and trade partners to ensure best in class execution in On-Trade outlets.
• Collaborate with the Head of On-Trade and Field Sales teams to drive trade execution and ensure customer insights are built into brand plans and strategies.
• Drive effective go-to-market processes for the efficient deployment of brand activities into the On-Trade.

• Bachelor’s degree / diploma in Business, Marketing, or a related field.
• Minimum of 5-7 years experience in trade marketing and brand management / sales within the alcoholic beverage or FMCG sectors.
• Proven track record of successfully developing and executing trade marketing activities in the On-Trade.
• Expert knowledge of the consumer and market dynamics, as well as key players that operate, in the On-Trade channel (bars, restaurants, clubs, hotels).