Omnichannel Trade Lead

Omnichannel Trade Lead – Job Description

Role purpose

The Omnichannel Trade Lead is responsible for defining, leading, and executing the full omnichannel activation strategy for the assigned category. This role ensures seamless integration between brand strategy and channel execution (pharmacy, detailing, eCommerce, Bayer Club, retail media, POSM, and 360° campaigns).

Owns Commercial Activation Materials (CAM) and is fully accountable for category sell-out performance. This is a high-impact strategic role driving category growth, enhancing shopper experience across touchpoints, and orchestrating cross-functional teams for best-in-class execution.

Key Responsibilities

A. Category Omnichannel Strategy

• Design and lead the end-to-end 360º activation strategy for the category.


• Translate brand strategy into actionable shopper- and channel-specific plans.


• Integrate pharmacy, detailing, eCommerce, CRM, Bayer Club, digital and POSM into a coherent, insight-driven roadmap.


• Develop and own the Annual Commercial Activation Plan (MAC) per brand/category.

B. Activations & Campaign Leadership

• Lead end-to-end execution of campaigns: promotions, launches, visibility initiatives and commercial tactics.


• Ensure message consistency and visual coherence across all touchpoints.


• Align closely with Sales to ensure feasibility and maximize execution impact.

C. Cross-Functional Leadership

• Act as strategic partner to Marketing, Digital, Sales and Medical teams.


• Provide direction to Detailing & Merchandising and POSM/Excellence teams.


• Review, validate and approve activation materials ensuring alignment and compliance.


• Influence key decisions and drive alignment in cross-functional forums.

D. Performance & Continuous Improvement

• Track and evaluate activation impact (visibility, conversion, sell-out).


• Build post-campaign analyses and improvement plans.


• Generate shopper and channel insights to optimize future strategies.

Stakeholder Management

Internal

• Marketing, Digital and Sales


• Medical & Regulatory Affairs


• Global Marketing (GCBU)


• Brand and Channel Acceleration teams

External

• Agencies and suppliers

Requirements

Education

• University degree (Business or related field)


• Master/Postgraduate in Digital Marketing or eBusiness (preferred)

Experience

• +5 years in FMCG or Pharmaceutical industry, in Trade Marketing


• Proven track record delivering business results


• Minimum 1 year in Sales


• Strong channel and customer understanding

Skills & Competencies

• Strong influencing skills without hierarchical authority


• Excellent communication and stakeholder management


• High analytical and problem-solving capability


• Ability to manage complexity, prioritize and deliver under pressure


• Strategic thinking and business acumen


• Proactive, flexible and results-oriented mindset

Languages

• Spanish: fluent


• English: advanced