The Trade Marketing Lead acts as the bridge between Sales & Marketing, responsible for optimizing trade campaigns to maximize revenue, enhance customer experience, and strengthen distributor relationships. This role requires a highly experienced trade marketer with a strategic mindset, adaptability, and a growth-oriented attitude to continuously improve business performance.
Key Responsibilities:
Trade Marketing Strategy & Planning
- Develop and implement trade marketing programs tailored to different sales channels (GT, MT, HORECA, Ecommerce…).
- Work closely with Sales and Marketing teams to design merchandising, promotion, and POSM strategies for effective market penetration.
- Analyze consumer behavior and sales data to optimize in-store activation and demand-generation initiatives.
Boosting Sales Performance & Customer Retention
- Design and execute loyalty programs to increase distributor engagement and retention.
- Develop and implement sell-out driven campaigns to ensure strong product distribution and sell-through.
- Assess campaign performance to optimize costs and maximize revenue.
POSM & Budget Management
- Manage and optimize POSM production and promotion budgets to ensure the highest ROI.
- Oversee POSM allocation and implementation to maintain brand consistency at retail touchpoints.
Market Analysis & Reporting
- Track and analyze sales performance, stock levels, and market share, proposing strategic adjustments.
- Conduct market research and competitor analysis to fine-tune trade marketing strategies.
- Prepare periodic reports on trade marketing effectiveness and ROI.
Field Trade & Business Trips
- Conduct regular market visits and trade field activities to ensure effective execution of trade marketing strategies.
- Work closely with on-ground sales teams and key distributors to address market challenges and opportunities.
