Trade Marketing Manager

Job Summary Responsible for driving product visibility, distribution growth, and retail sell-through by developing and executing trade marketing strategies and in-store activation programs across distributors, wholesalers, modern trade, supermarkets, and open markets. The role bridges sales and marketing by ensuring marketing initiatives translate into strong retail execution and increased market share. Key Responsibilities Trade Marketing Strategy: Develop and implement trade marketing strategies to support sales and distribution growth. Translate brand and marketing plans into retail activation programs. Ensure alignment between sales targets, distributor coverage, and trade marketing activities. Identify opportunities to increase market penetration and shelf presence. Retail & In-Store Execution: Drive in-store visibility through POS materials, displays, and merchandising initiatives. Implement planograms, shelf placement strategies, and visibility standards. Ensure strong execution in modern trade, supermarkets, and open markets. Conduct store audits and market visits to monitor execution quality. Trade Promotions & Campaigns: Design and execute consumer promotions and trade incentives to drive sell-through. Manage price promotions, bundle offers, retailer incentives, and seasonal campaigns. Evaluate the ROI and effectiveness of promotions. Distributor & Channel Support: Work closely with distributors to implement marketing and promotional Support distributors with point-of-sale materials and marketing activation programs. Ensure trade marketing programs drive numeric and weighted distribution growth. Assist distributors in improving retail coverage and brand presence Sales Team Support: Collaborate with regional sales managers and field sales teams to ensure effective execution. Provide trade marketing toolkits and execution guidelines for field teams. Train sales teams and merchandisers on trade activation programs. Market Intelligence & Competitor Analysis: Monitor competitor promotions, pricing strategies, and retail visibility. Gather market insights from retail outlets and distributors. Identify trends that impact consumer demand and retail performance Budget Management: Develop and manage the trade marketing budget. Ensure optimal use of resources to maximize return on marketing investment. Track and report promotion performance and marketing spend efficiency. Key Performance Indicators Distribution growth (Numeric & Weighted) Shelf share improvement Retail visibility score Promotion effectiveness Sales growth from trade initiatives Market share growth. Key Requirements Bachelor’s Degree in Marketing, Business Administration, or related field. MBA is an advantage. A professional Certificate is an added advantage. 5

• 10 years experience in FMCG sales, trade marketing and branding.