Trade Marketing Manager

Role Overview: An experienced and dynamic Trade Marketing Manager to drive channel visibility, sales velocity, and trade engagement. The person should have clear understanding of the "Path to Purchase"from the distributor (Primary) to the influencer/promoter level (Tertiary)

He will bridge the gap between central marketing and regional sales, ensuring "Activation Excellence" at every touchpoint. He shall own the full trade ecosystem, from dealer incentive programs, scheme management, promoters performance and real-time POSM monitoring devising annual trade marketing calendar, Channel-specific activation plans, Product launch support, Regional promotion planning, Retail visibility strategy and tertiary mapping

1. Channel & Scheme Management (35%)

Primary & Secondary Schemes: Design and execute region-specific trade schemes to drive target achievements. Analyze ROI on volume-linked discounts and seasonal channel incentives. Should have a clear view of the cross-channel price parity.Tertiary Support: Drive consumer sell-out by crafting tactical offers (bundles, finance schemes, etc) where need be and maintain high visibility standards at the POS , Supports MT and Ecommerce channel as well in terms of driving sell out2. Activation & Visibility (The Experience)(30%)

POSM Strategy: Manage the end-to-end lifecycle of Point of Sale Materialsdeployment and monitoring and response of the POSM and product dummies in co-ordination with the brand X the product teamX regions. Should drive festive/special occasion visibilities as well.Activation Excellence: Plan and execute high-impact store-level activations, product demos, corporate activation and roadshows to build brand salience.Trade Shows & Exhibitions: Lead the companys presence at industry trade fairs and regional dealer meets, ensuring best-in-class booth design and lead management in co-ordination with the brand team. Manage internal events like Symphony in co-ordination with HR.Promoter Management: Oversee a team of shop promoters; implement performance-linked KPIs, training modules, and incentive programs to improve conversion rates.3. Dealer Engagement & Stickiness (The Loyalty)(25%)

Strategic Tie ups: Works on monthly/quarterly/annual schemes to conceptualize and execute high-value annual rewards like Foreign Dealer Trips (MICE events) rewarding top-performing partners and drive long-term brand loyalty,Partner Advocacy: Act as the voice of the trade; gather competitive intelligence on pricing and channel sentiment to feed back into the product/marketing team.Constant engagement Designs and executes regular communication with the dealers through newsletters and updates4. Analytics and Reporting(10%)

Promotion ROI analysis, Sell-in vs sell-out tracking, Market share tracking and reporting, Retail performance dashboardsCompetition Tracking : Product launches, Schemes, Visibility materials, display share

Commercial Skills

Trade marketing, Channel marketing, Retail development, Distributor management, Business planning

Analytical Skills

Sales analysis, Third Party (GFK/Pulse) data interpretation, Market intelligence, Promotion effectiveness

Stakeholder Management

Sales Head, Regional Sales teams, Retail chains, distributors, agencies, finance teams .