Trade Marketing Manager

Develop and recommend marketing initiatives and plans to gain a competitive edge in the marketplace at the Point of Purchase and ensure alignment with organizational objectives

Lead and implement trade marketing initiatives to achieve brand and sales milestones in line with the business objectives (sales targets, revenue targets, increase in product/brand presence, market share, etc.)

Develop plans for trade marketing investments and ensure expenses are within the assigned budget limits to create a positive financial impact on business revenue

Develop targeted initiatives for shoppers activity which are relevant to the customer’s thematic events and shopper portfolio

Lead need-gap analysis for consumer requirements and commission market research for relevant sectors relating to the shopper and brand portfolios through internal and external sources

Study reports related to customer needs, business opportunities and market trends and coordinate with senior management to support strategic decision making

Manage merchandising group resources, design category planograms and shelf management principles / in-store fundamentals to ensure achievement of agreed objectives and impartial service at the shelf

Conduct market visits across channels to analyze the point of purchase (POP) drivers, competitor activities, customer feedback, seasonal demand impacts, etc. and provide course corrections to internal teams if required

Design and drive implementation of promotional strategies (discounts and incentives) and loyalty programs with Sales and Marketing teams across channels to improve customer engagement metrics

Provide process improvement suggestions to Supply Chain team in order to increase the value for channel partners (on-time delivery, shorter product lead times, consistent product availability, more accurate invoicing, etc.)

Manage third-party Suppliers / Brand principals to ensure alignment with the company’s marketing policies and objectives

Monitor the price, product and packaging of existing and new brands and provide course corrections to the teams basis market intelligence

Conduct pre and post evaluations to assess ROI and impact of all trade marketing strategies in achievement of KPIs and business goals and deliver reports on marketing analytics and best practices to relevant internal stakeholders and Senior Management