Manager -Trade Marketing

Job Description

Objective (The main purpose of the position)
The Trade Marketing Executive will drive brand visibility, sales growth, and retailer engagement by executing data-driven trade marketing strategies. This role requires expertise in retail activation, distributor engagement, digital integration, and ROI-driven promotions to enhance product sell-through across modern trade, general trade, e-commerce, and alternate channels.

Key Responsibilities (State the primary duties and tasks of the position)

Trade Marketing Strategy & Execution
 Develop and implement channel-specific trade marketing strategies aligned with sales objectives.
 Plan and execute in-store activations, digital retail promotions, and distributor-led campaigns to maximize brand presence.
 Analyze sales data, shopper insights, and competitive trends to recommend and optimize trade initiatives.
 Drive collaboration between sales, brand marketing, and retail partners to ensure consistent brand messaging.

Channel & Retail Activation
 Develop and execute loyalty programs for influencer like Mechanic, Fuel Station Manager and Fleet Drivers among others
 Develop innovative POS materials, visual merchandising, and retailer-specific promotions.
 Partner with retailers, wholesalers, and distributors to drive in-store brand engagement.
 Conduct field visits and audits to assess retail execution, compliance, and trade marketing impact.
 Leverage omnichannel marketing (offline + digital) to enhance trade promotions.

Sales & Marketing Collaboration
 Work closely with the sales team to create customized promotional plans for key accounts, general trade, and e-commerce.
 Ensure trade marketing efforts support overall sell-in and sell-out strategies.
 Coordinate with the brand marketing team for integrated marketing campaigns that align with ATL/BTL activities.
 Coordinate with/ manage marketing agency and other vendor relationships

Performance Tracking & ROI Analysis
 Monitor trade marketing KPIs (sales uplift, footfall, campaign ROI, sell-through rates) to measure impact.
 Use data-driven insights to optimize future trade marketing efforts.
 Manage trade marketing budgets, ensuring cost-effective execution and high ROI.

Retailer & Distributor Relationship Management
 Build and maintain strong relationships with key retailers, distributors, and trade partners.
 Negotiate shelf space, promotional placement, and branding opportunities with retailers.
 Conduct trade marketing training sessions for sales teams and distributors to drive inmarket execution.

Education
Master’s degree in Marketing from a Premier B-school
Work Experience 5+ years experience in Trade Marketing / Retail Activation / Shopper Marketing (FMCG, Automotive, or Lubricants)

Knowledge & Skills
Strong understanding of modern trade, general trade, and e-commerce retail landscapes
Experience in POSM development, in-store branding, and merchandising execution
Proficiency in data analysis tools (Excel, Google Analytics, Power BI) to track campaign impact
Familiarity with retail media networks, digital shelf optimization, and omnichannel marketing
Excellent negotiation, communication, and cross-functional collaboration skills