Trade and Customer Marketing Manager
Core
Develop and execute trade marketing strategies to ensure brand visibility, availability, and relevance across all trade channels, acting as a strategic link between Sales and Marketing to drive category growth and sales excellence.
Role type
Senior Trade and Customer Marketing Manager
Builds
Trade marketing plans, promotional campaigns, POSM, merchandising units, and visibility solutions for FMCG brands
Domain
Fast-Moving Consumer Goods (FMCG) / Retail Trade Marketing
Deliverable
product features
Required skills
Trade marketing strategy planning, channel-specific strategy design (General/Modern Trade, Wholesale, Pharmacy, E-commerce), shopper insight analysis, in-store activation execution, planogram and category management, sales force structure design, trade budget management, ROI analysis, competitor tracking, cross-functional collaboration, project management
Preferred skills
Retail audit data proficiency, knowledge of retail audit tools
Technologies
MS Office (Excel, PowerPoint, Word)
Responsibilities
Develop annual trade marketing strategies aligned with business growth objectives; Design channel-specific strategies and lead trade calendar development; Drive execution of trade marketing campaigns and in-store activations; Partner with Sales teams to provide trade-focused tools and schemes; Manage trade marketing budgets and track KPIs including sales uplift and market share; Monitor market execution through field visits and retail audits.
Seniority
Senior, hands-on IC