Trade Marketing - Traditional On Trade

About UBL :

At United Breweries (The HEINEKEN Company), we brew the joy of true togetherness to inspire a better world.

At United Breweries which is a top operating company of Dutch brewing major Heineken, we strive every day to champion a culture of belonging - where everyone feels safe, included, heard, and valued for who they are. We believe that embracing and celebrating diversity enriches our lives and strengthens our business, and that we all contribute to create an environment where everyone can thrive.

We are a partner of choice for our customers, a leader for our market, and a champion for our employees. We foster a workplace that is inclusive and provides equal opportunities for all. We are driven by a spirited team which aims to brew a better world for everyone

Our strong consumer connect and the iconicity of Indias favorite beer Kingfisher has helped us become the market leader and delight consumers. Our portfolio ranges from beer to non–alcoholic beverages, with brands such as Kingfisher Strong, Kingfisher Ultra, Heineken, Amstel, Heineken 0.0 and Radler. Our most popular beer, Kingfisher Premium Lager beer, is currently available in 69 countries and leads the way among Indian beers in the international market.

: On Trade Activation Manager; Traditional On-Trade (TONT)

Position Title: National Activation Manager – Customer Marketing (TONT)

Department: Trade & Customer Marketing

Reports To: National Customer Marketing Head – On Premises

Location: Bangalore/Mumbai (National Coverage)

Job Overview

The National Activation Manager for TONT (Traditional On-Trade) is responsible for developing and executing impactful channel specific execution; Chill2Win (Coolers & Draught), Activation (Permanent C-G-C) & Integrated Activation Calendar & Waiter Staff Advocacy that fuel category growth, strengthen the Brand, and drive volume execution in high-potential TONT channels.

In addition to driving activations, the role will lead Special Projects focused on expanding presence in emerging formats, piloting new execution models, and identifying scalable growth opportunities within the traditional on-trade universe.

Key Responsibilities

1. National Activation Execution

• Develop and implement execution strategies tailored for TONT universe.
• Partner with regional teams to execute IAP and MWB Brand Plans, aligned with business growth objectives.
• Design localized activations and promotions that resonate with TONT consumers, maximizing visibility and off-take.
• Foster strong relationships with traditional trade partners to secure activation days and ensure compliance.

2. Special Projects

• Lead pilot projects to test innovative activations and new market development in TONT channels.
• Drive portfolio expansion initiatives across value and mainstream categories.
• Partner with agencies to execute special campaigns (festivals, regional occasions, grassroots activations).
• Develop playbooks for scalable models based on successful pilots.

3. Collaborative Execution

• Work closely with Sales, Regional Trade Marketing, and Brand Marketing to deliver seamless programs.
• Align with creative agencies and regional partners for execution of POSM, toolkits, and campaigns tailored for TONT.
• Ensure channel-specific adaptations of national programs to meet TONT consumer behaviour and price-value expectations.

4. Insights & Reporting

• Track channel dynamics, consumer habits, and competitor activations in TONT outlets.
• Provide actionable insights on ROI, visibility impact, and volume growth.
• Share field learnings and outlet feedback to refine future strategies.

5. Brand & Product Education

• Provide basic training and tools to outlet staff/owners to enhance brand visibility and compliance.
• Ensure trade partners understand pricing ladders, promotions, and execution guidelines.
• Strengthen product presence by embedding PICOS framework (Availability, Visibility, Quality, Pricing, Persuasion).

6. Innovation & Market Development

• Help Sales unlock new distribution opportunities in traditional outlets.
• Explore regional festivals, partnerships, and sponsorships as activation levers.
• Introduce digital-first pilots (geo-targeted campaigns, WhatsApp trade engagement) to enhance visibility.

Required Qualifications & Skills

Experience:

• 5–7 years in Customer Marketing, Trade Marketing, Sales, preferably in FMCG / Alcobev , Experience in F&B Sector is a good to have skill.
• Strong track record in On trade activations
• Experience in special projects / new channel development is a plus.
• In-depth understanding of on premise consumer behavior and market drivers.

Skills:

• Strong execution & project management skills.
• Excellent relationship-building with Cross partners.
• Analytical ability to evaluate activation impact and ROI.
• Creativity in developing low-cost, high-impact activations.
• Familiarity with regional markets, languages, and cultural nuances.

Personal Attributes

• Hands-on executor with a bias for action.
• Strong collaborator, comfortable working with multiple stakeholders.
• Entrepreneurial mindset to experiment and scale pilots.
• Passionate about beer, local markets, and consumer behavior.
• Results-driven, with focus on volume growth and share gain in traditional trade