Lead the Trade Marketing across all CPG channels—On-Premise (CVS, HoReCa, Canteens, Vending, etc.), Off-Premise (Supermarkets, Minimarts, Wholesalers), and Online - to drive sustainable revenue growth, enhance ASMPQ brand visibility at point-of-sale, and improve channel profitability. Act as the strategic bridge between Marketing, KAM, Sales, and Channel teams to develop and execute integrated trade marketing plans aligned with business goals and channel P&L ownership.
Strategic Planning & Trade Marketing Leadership
- Own the annual and quarterly Trade Marketing for all CPG channels nationwide, aligned with brand and business objectives.
- Define the channel segmentation strategy, identify key growth drivers, and develop differentiated activation playbooks for each channel (On-Premise, Off-Premise, Online).
- Lead channel-level business planning in collaboration with Sales and Key Account teams, ensuring trade plans are embedded in the commercial strategy.
Channel Performance Management & P&L Ownership
- Oversee and drive performance across channels to meet revenue, volume, and profit targets.
- Monitor channel-specific P&Ls, optimize trade investment, and improve ROI across customer types and touchpoints.
Promotion & Activation Governance
- Oversee the design, deployment, and governance of all trade programs, including promotional calendars, in-store activations, ASMPQ visibility, and POSM development.
- Ensure activation excellence with strong controls on execution as of ASMPQ and in-store execution standards, budget adherence, and ROI analysis.
- Drive best-in-class execution through collaboration with cross-functional teams and third-party partners (agencies, suppliers,...).
Data, Insights & Process Optimization
- Lead post-activity evaluations, performance dashboards, and trade marketing effectiveness reviews (promotion, display, sampling, ...)
- Champion the use of off-take data and shopper insights to inform investment decisions, and channel development opportunities.
- Continuously improve trade processes, tools, and playbooks to elevate operational excellence and agility
Leadership & Capability Building
- Build and lead a high-performing Trade Marketing team across channel verticals, instilling commercial mindset, operational discipline, and shopper-centric thinking.
- Foster collaboration across Marketing, KAM, Sales, Supply Chain, and F&A to ensure aligned execution and value creation.
- Develop succession plans and talent development roadmaps for the Trade Marketing function.
