Responsible for developing and executing trade marketing plans for the Off-Premise (Hyper/ Super & Minimart) & Wholesalers channel to drive visibility, new channel expansion, and sales growth. Ensures alignment of trade marketing strategies with overall business objectives and collaborates with internal teams to optimize execution. Works closely with Key Account teams and operational teams to support sales performance through effective trade marketing initiatives.
Responsibilities:
Trade Marketing Planning & Execution
- Develop and implement annual and quarterly trade marketing plans for Off-Premise, ensuring alignment with brand and business goals.
- Plan and execute promotional activities, in-store visibility initiatives, and ASMPQ programs to enhance brand presence.
- Collaborate with the Marketing and Sales teams to create activation strategies tailored to different Off-Premise sub-channels.
- Ensure proper execution of trade marketing programs through coordination with Key Account teams and field teams.
- Work with suppliers/agencies to develop POSM and trade marketing assets for Off-Premise channels.
Channel Performance Tracking & Analysis
- Monitor and analyze trade marketing performance, ensuring that KPIs are met for visibility, activation, and execution quality.
- Conduct post-activation evaluations to assess the effectiveness of marketing initiatives and recommend improvements.
- Track promotional activities and assess ROI to optimize future investment and resource allocation.
- Work closely with internal teams to ensure smooth execution of planned activities and troubleshoot any implementation challenges.
Cross-functional Collaboration & Process Improvement
- Collaborate with Key Account teams to ensure trade marketing initiatives support overall sales targets.
- Work with the Supply Chain and Operations teams to align inventory and product availability with trade marketing plans.
- Ensure compliance with company guidelines and policies, including budget control and trade marketing governance.
- Support the continuous improvement of trade marketing processes, ensuring efficiency and effectiveness in execution.
