CustomerTrade Marketing Manager

1. Trade Strategy & Commercial Planning

Develop and implement trade marketing strategies aligned with overall brand and commercial objectives.

Translate brand plans into channel-specific trade programs and activation frameworks.

Support the development of annual commercial plans including SKU prioritization volume projections and promotional strategies.

Identify growth opportunities across channels (Modern Trade General Trade On-Trade and emerging channels).

Lead trade input into go-to-market strategies for new product launches.

2. Route-to-Market & Distribution Optimization

Partner with Sales leadership to strengthen Route-to-Market (RTM) models that improve numeric and weighted distribution.

Identify white spaces and distribution gaps and develop programs to close them.

Drive initiatives that enhance last-mile execution and outlet penetration.

Support initiatives that improve direct-to-consumer (D2C) and alternative channel strategies where relevant.

3. Trade Activation & Shopper Marketing

Design and execute impactful trade activations that drive product trial visibility and shopper conversion.

Develop Below-The-Line (BTL) campaigns market storms loyalty programs and field promotions.

Lead seasonal and event-based trade programs that maximize sell-out performance.

Deliver shopper-centric marketing initiatives that strengthen brand presence at the point of purchase.

4. In-Store Execution & Visibility

Own the development and deployment of Point-of-Sale Materials (POSM) across the trade.

Ensure optimal share-of-shelf product visibility and merchandising standards.

Work closely with sales and merchandising teams to ensure consistent execution across outlets.

Develop in-store assets that enhance brand differentiation and shopper experience.

5. Product Launch & Market Expansion

Lead the trade launch strategy for new products and innovations.

Coordinate in-store rollout plans trade training and asset deployment.

Ensure new products achieve rapid distribution and visibility across priority channels.

Monitor market response and adjust trade strategy to maximize adoption.

6. Trade Performance & Insights

Track and analyze in-store KPIs distribution metrics and activation ROI.

Conduct market intelligence and competitor analysis to inform trade strategy.

Provide insights on shopper behavior outlet dynamics and channel trends.

Use data to refine trade investments and improve execution effectiveness.

Bachelors degree in Marketing Business Administration Economics or related field

Minimum 810 years of experience in Trade Marketing within FMCG

Strong experience in:

Route-to-Market strategy

Trade activation programs

Distributor and channel management

In-store marketing and POS execution

Demonstrated experience in product launches and market expansion initiatives

Proven ability to translate market insights into commercial strategies