Trade Marketing Manager

The Trade Marketing Manager acts as the bridge between Marketing and Sales, responsible for driving product visibility, distribution, and sales performance at retail and channel level across Modern Trade, Traditional Trade, and e-commerce. The role focuses on influencing retailers, distributors, and shoppers at the point of sale to maximize market share, profitability, and brand presence. Success in this position is measured by effective channel execution, improved shelf visibility, successful trade promotions, strong distribution performance, and measurable sales growth.

• Develop and execute channel strategies (modern trade, Traditional trade, e-commerce)
• Define assortment, pricing architecture, and promotional mechanics per channel
• Align trade plans with overall brand and commercial objectives

Plan and implement:

• Shelf placement, displays, gondolas etc.
• POS materials (posters, wobblers, etc.)
• Ensure strong brand presence at point of sale
• Monitor execution quality across outlets
• Develop and Ensure execution of Planograms per Channel

• Design and execute retailer-focused promotions (discounts, bundles, incentives)
• Manage trade spend and evaluate ROI of promotions.
• Coordinate with Sales to ensure proper implementation

Analyze:

• Shopper behavior and buying patterns
• Sales performance and market trends
• Convert insights into:
• Better promotions
• Improved shelf strategy
• Optimized pricing

• Lead go-to-market execution for new products
• Define launch channels, visibility standards, and distribution depth
• Ensure readiness across sales and distribution teams

Build relationships with:

• Key accounts (retailers, distributors)
• Negotiate trade activities and support joint business plans with Channel Heads

Track KPIs such as:

• Sales growth & volume
• Distribution (numeric & weighted)
• Shelf share / visibility
• Promotion effectiveness
• Provide insights and recommendations to management

5 - 10 years of experience in Trade Marketing, Sales, Category Management, Key Account Management, or Commercial roles, preferably within FMCG, food, retail, or consumer goods.

Minimum 2 - 3 years in a managerial or supervisory role with exposure to Modern Trade, Traditional Trade, distributors, and e-commerce channels.

Strong experience in trade promotions, retail execution, planograms, POS materials, trade spend management, and promotion ROI analysis.

Bachelor's degree in Marketing, Business Administration, Sales, Commerce, or a related field.

Professional certification in Trade Marketing, Category Management, Sales Management, Shopper Marketing, Digital Marketing, Project Management, or Data Analytics is preferred.

Strong commercial acumen and understanding of channel dynamics, shopper behavior, and retail execution.

Strong analytical skills with the ability to interpret sales data, market trends, shopper insights, and promotion performance.

Excellent communication, negotiation, stakeholder management, and cross-functional collaboration skills.

Strong planning and organizational skills with the ability to manage trade plans, activations, budgets, and reporting requirements.

Proficiency in Microsoft Office, especially Excel and PowerPoint;
Power BI or data analytics tools are preferred.