Manager - Trade Marketing - FMCG

Role Summary:

We are seeking an experienced and commercially driven Trade Marketing Manager to lead the development and execution of trade marketing strategies that accelerate sales growth, strengthen brand visibility, and improve market execution across General Trade, Modern Trade, E-Commerce, and Institutional channels.

The ideal candidate will act as the bridge between Sales and Marketing, translating brand strategies into effective in-market execution while ensuring superior shopper experience and channel profitability. This role requires a strong understanding of the FMCG distribution ecosystem, customer insights, category management, and retail activation.

Key Responsibilities:

Trade Marketing Strategy & Planning:

• Develop and execute annual and quarterly trade marketing strategies aligned with business objectives, category priorities, and sales targets.
• Partner with Sales, Marketing, Supply Chain, Finance, and Category teams to translate brand plans into channel-specific execution strategies.
• Design customer-specific and channel-specific activation plans to maximize product availability, visibility, and off-take.
• Drive market penetration by identifying growth opportunities across General Trade, Modern Trade, E-Commerce, Wholesale, and Institutional channels.

Channel Development & Customer Management:

• Build and maintain strategic relationships with key distributors, retail chains, wholesalers, and channel partners to enhance business performance.
• Collaborate with Key Account Managers and Regional Sales Teams to develop Joint Business Plans (JBPs) with modern trade customers.
• Identify business opportunities with channel partners and negotiate promotional programs that deliver sustainable revenue growth.
• Support new market expansion initiatives by developing go-to-market strategies and trade activation plans.

Trade Promotions & Activation:

• Plan, execute, and monitor trade promotions, consumer offers, retailer incentive programs, and channel activation initiatives.
• Lead the execution of new product launches, seasonal campaigns, category promotions, and retail events across all trade channels.
• Ensure flawless execution of BTL campaigns, in-store branding, sampling activities, roadshows, retail events, and promotional activations.
• Collaborate with external agencies, merchandising partners, printers, and vendors to ensure timely execution of marketing initiatives.

Merchandising & Brand Visibility:

• Develop impactful Point-of-Sale Materials (POSM), retail branding solutions, display units, shelf communication, and merchandising guidelines.
• Drive execution excellence by ensuring visibility standards, planogram compliance, shelf dominance, and in-store brand consistency.
• Monitor retail execution through regular market visits, audits, and distributor reviews to identify improvement opportunities.
• Recommend innovative shopper marketing initiatives to improve consumer engagement and brand recall.