Omnichannel Trade Lead

Role Purpose

The Omnichannel Trade Lead defines and leads the omnichannel activation strategy for the assigned category, ensuring strong alignment between brand strategy and execution across all channels (pharmacy, detailing, eCommerce, CRM, Bayer Club, retail media and POS).

This role owns the Commercial Activation Materials (CAM) and is fully accountable for driving sell-out performance. It plays a key role in accelerating category growth, elevating shopper experience, and ensuring consistent, high-quality execution across all touchpoints.

Key Responsibilities

Omnichannel Strategy & Planning

• Define and lead the 360º omnichannel activation strategy for the category.


• Translate brand strategy into clear, actionable plans by channel and shopper.


• Build and own the Annual Commercial Activation Plan (MAC) for each brand/category.


• Ensure integration of all activation levers into a single, insight-driven roadmap.

Campaign Leadership & Execution

• Lead end-to-end delivery of campaigns, including launches, promotions and visibility initiatives.


• Ensure consistency of messaging and execution across all channels.


• Work closely with Sales to guarantee feasibility and maximize in-market impact.


• Ensure excellence in execution across all activation touchpoints.

Cross-Functional Leadership

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


• Provide clear direction to Detailing, Merchandising and POSM teams.


• Review and approve activation materials, ensuring alignment with strategy and compliance standards.


• Drive alignment and decision-making across cross-functional teams.

Performance & Optimization

• Monitor and evaluate performance of activations (visibility, conversion, sell-out).


• Lead post-campaign analysis and define improvement actions.


• Generate actionable insights to continuously optimize strategies and execution.

Stakeholder Management

Internal:

• Marketing, Digital and Sales


• Medical & Regulatory Affairs


• Global Marketing (GCBU)


• Brand and Channel teams

External:

• Agencies and suppliers

Requirements

Education

• Bachelor’s degree in Business or related field


• Master’s degree in Digital Marketing or eBusiness (preferred)

Experience

• 7+ years of experience in Trade Marketing within FMCG or Pharmaceutical industry


• Proven experience delivering business impact and driving sell-out growth


• Previous exposure to Sales environments


• Strong understanding of channels and customer dynamics

Skills & Competencies

• Strong influencing and stakeholder management skills


• Clear and effective communication


• Solid analytical and problem-solving capabilities


• Ability to manage complexity and prioritize effectively


• Strategic mindset with strong business understanding


• Results-driven and proactive approach

Languages

• Spanish: fluent


• English: advanced