Senior Manager, Trade Marketing

The Trade Marketing Senior Manager is responsible for developing and executing trade marketing strategies to drive brand performance, visibility, and sales growth in key retail and distribution channels. This role requires a deep understanding of consumer and shopper behavior, as well as expertise in trade marketing, category management, and channel development. The ideal candidate will work closely with sales, marketing, and distribution partners to ensure seamless execution of trade initiatives that align with overall business goals.

Key Responsibilities:

• Trade Marketing Strategy: Develop and implement effective trade marketing strategies to enhance brand visibility and increase market share.
• Promotional Campaigns: Design and execute promotional activities, including in-store activations, POS materials, and digital trade initiatives, to drive product sell-through.
• Channel Development: Work closely with sales teams to tailor marketing strategies for modern trade, general trade, e-commerce, and other distribution channels.
• Category & Shopper Insights: Analyze consumer trends, shopper behavior, and category performance to optimize trade investments and promotional effectiveness.
• Retail Execution: Develop best-in-class merchandising strategies and guidelines to ensure brand consistency and visibility at the point of sale.
• Budget Management: Plan and manage the trade marketing budget, ensuring optimal allocation of resources to achieve business objectives.
• Cross-Functional Collaboration: Work closely with sales, brand marketing, and supply chain teams to ensure alignment on go-to-market strategies.
• Trade Partnerships: Build and maintain strong relationships with key retailers, distributors, and trade partners to negotiate better trade terms and drive strategic initiatives.
• Performance Tracking: Monitor and evaluate the effectiveness of trade marketing programs using key performance indicators (KPIs) and make data-driven recommendations for improvement.

Qualifications & Skills:

• Bachelor’s degree in Marketing, Business Administration, or a related field. A Master’s degree is a plus.
• Minimum 7-10 years of experience in trade marketing, category management, or sales within the FMCG industry.
• Strong analytical skills with experience in consumer insights, market research, and data-driven decision-making.
• Excellent communication and negotiation skills to engage with internal and external stakeholders.
• Proven ability to manage budgets and drive ROI from trade marketing activities.
• Experience working with modern trade, general trade, and e-commerce channels.
• Proficiency in trade marketing tools, CRM software, and data analytics platforms.
• Strong leadership and project management skills with the ability to lead cross-functional teams.
• Ability to thrive in a fast-paced and dynamic work environment.