TRADE MARKETING MANAGER

FUNCTIONAL/OPERATIONAL:

Trade Marketing Manager bridges the gap between marketing and sales, driving product demand and sales in retail environments. Their ability to create effective retail marketing strategies boost product visibility and consumer interest. Trade Marketing Manager plays a critical role in supporting sales teams and driving revenue growth.

A trade marketing manager is usually responsible for local market and brand development within a channel. This is done across a variety of marketing strategies including product launches, public relations and communications efforts, setting up displays, and designing loyalty programs.

With their strategic approach, businesses can optimize product presentation, promotions, and merchandising in retail channels, ultimately increasing product sales and market share. Their work enhances brand visibility and positions products for success in the highly competitive retail landscape.

Core Functions/Responsibilities:

• Developing and executing the Trade Marketing Plan in line with sales and marketing objectives and managing the Trade Marketing budget
• Improving brand presence and campaign execution across trade through excellence in in-store planning, execution, and tracking in alignment with the annual marketing priorities
• Leading and implementing channel-specific marketing strategies and plans for assigned retailers
• Conceptualizing and executing trade promotions and rolling out impactful in-store campaigns in collaboration with marketing and sales teams
• Leading activation programs with partners to improve brand visibility
• Visiting the points of sale regularly to ensure that the brand is visible, and guidelines are respected
• overseeing a team of trade marketing specialists or coordinators and collaborating with other departments such as sales, marketing, product development, and finance.
• Conducting market research and analysis to identify the needs, preferences, and behaviors of the target customers and channels.
• Developing trade marketing plans and campaigns that support the sales goals and increase the market share and profitability of the products or services.
• Creating and managing the trade marketing budget to ensure optimal allocation of resources and return on investment.
• Designing and producing trade marketing materials such as brochures, flyers, displays, merchandising, promotions, and events.
• Negotiating and maintaining relationships with key accounts, distributors, wholesalers, and retailers while providing them with training, support, and incentives.
• Evaluating the effectiveness of the trade marketing activities and report on the results and insights.

KNOWLEDGE, SKILLS AND ABILITIES REQUIRED:

• Several years of experience in trade marketing, sales, or account management.
• Have strong knowledge of the market, industry, competitors, and customers.
• Excellent communication, presentation, negotiation, and interpersonal skills are necessary.
• Creative thinking and problem-solving skills are also important for this role.
• Able to lead and motivate a team and work cross-functionally with other departments.
• Proficient in utilizing various trade marketing tools such as CRM, ERP, POS, and analytics platforms is also required. Lastly, attention to detail, organization, and time management skills are essential for this position.
• You have prior experience in Trade Marketing
• You have strong communication & interpersonal skills
• You have strong analytical skills and are comfortable dealing with numerical data
• You thrive in matrix environments and are adept at influencing and coordinating with different stakeholders

OCCASIONAL RESPONSIBILITIES:

• Identify bottlenecks, that are likely to have a direct impact on optimal performance.
• Identify areas that need improvement in the satisfaction of external & internal customers (internal customers also mean user department).
• Identify areas that need improvement in employees' competencies & satisfaction.
• Develop a robust succession plan
• Increase customer satisfaction from X% to Y%

QUALIFICATION (Education):

• *Bachelor's degree in Marketing, Business, MBA, Business/Administration, Education, Management, Economics, Communications, Graduate, Business/Management or similar field
• **Having an MBA is a plus

DESIRED YEARS OF EXPERIENCE:

• **Minimum 5 years of work-related experience with at least 3 years experience as a Trade Marketing Manager

DESIRED INDUSTRY EXPOSURE:

1. Market Research and Analysis -Proficiency in conducting market research to understand consumer behavior, competitor landscape, and emerging trends. Analyzing data to identify opportunities and make data-driven decisions.
2. Creative Vision -A keen eye for creativity and innovation to develop unique brand & marketing concepts and captivating campaigns that set the brand apart from competitors and excellent execution.
3. Communication Skills -Excellent verbal and written communication skills to articulate the brand's message clearly and effectively to both internal stakeholders and external audiences.
4. Brand Identity Management -Ensuring consistency and coherence in brand representation across all touchpoints, including visual elements, tone of voice, and brand messaging
5. Leadership and Collaboration -Strong leadership qualities to lead cross-functional teams and collaborate effectively with marketing, sales, product development, and other departments.
6. Consumer Insights -The ability to understand and interpret consumer insights to create marketing strategies that resonate with the target audience.
7. Digital Marketing Knowledge -Familiarity with digital marketing channels and the latest digital trends to leverage digital platforms effectively in brand promotion.
8. Brand & Trade Monitoring and Analysis -Constantly monitoring brand performance, customer feedback, and market trends to make real-time adjustments to brand strategies.
9. Crisis Management -Skill in handling reputation management and crises with tact and professionalism, safeguarding the brand's image during challenging times.
10. Budget Management - Ability to manage budgets effectively, optimizing resources for maximum impact on brand campaigns.
11. Innovation and Adaptability -A proactive approach to adapt to changing market dynamics and industry trends, consistently seeking innovative ways to enhance the brand's position.
12. Analytical Skills -Proficiency in using data and metrics to measure the success of brand initiatives and make informed decisions.
13. Passion for Trade & Brands -An innate passion for trade & branding and an understanding of how powerful branding & Trading can drive business success

DESIRED ROLE EXPOSURE:

Strong Planning and Organizational skills, Confident and eloquent in written and oral communication, Analytical Skills, Self-motivated, Focus on Quality, Target Oriented, Extremely High on Integrity, Crisis and conflict management, Proactive, Ability to handle stress, Take initiative, Team Player, Ability to drive results, Ability to work with numbers High-value personal qualities such as critical thinking and problem-solving skills, ability to influence, work in teams, resourceful, responsible, tenacious, independent, self-confident and motivated. Ability to work with senior management to design and implement strategy. Experience in Direct customer liaison.

MANDATORY SKILLS/PROCESS ABILITIES

• Proficient in Microsoft Office, and Projects, Familiar with Operating Systems (Windows OS), Knowledge of Microsoft Suite - Word, PowerPoint, Excel, etc.
• Proven Research and Development Skills
• Strong negotiation skills.
• Excellent organizational skills.
• Effective communication skills.
• Persuasive and resilient.