Customer/Trade Marketing Manager

Requirements

• Bachelor’s degree in Marketing, Business Administration, Economics, or related field
  

• Minimum 8–10 years of experience in Trade Marketing within FMCG
  

• Strong experience in:
  

• Route-to-Market strategy
  

• Trade activation programs
  

• Distributor and channel management
  

• In-store marketing and POS execution
  

• Demonstrated experience in product launches and market expansion initiatives
  

• Proven ability to translate market insights into commercial strategies
  

1. Trade Strategy & Commercial Planning

• Develop and implement trade marketing strategies aligned with overall brand and commercial objectives.
  

• Translate brand plans into channel-specific trade programs and activation frameworks.
  

• Support the development of annual commercial plans, including SKU prioritization, volume projections, and promotional strategies.
  

2. Route-to-Market & Distribution Optimization

• Partner with Sales leadership to strengthen Route-to-Market (RTM) models that improve numeric and weighted distribution.
  

• Identify white spaces and distribution gaps and develop programs to close them.
  

• Drive initiatives that enhance last-mile execution and outlet penetration.
  

• Support initiatives that improve direct-to-consumer (D2C) and alternative channel strategies where relevant.
  

3. Trade Activation & Shopper Marketing

• Design and execute impactful trade activations that drive product trial, visibility, and shopper conversion.
  

• Develop Below-The-Line (BTL) campaigns, market storms, loyalty programs, and field promotions.
  

• Lead seasonal and event-based trade programs that maximize sell-out performance.
  

4. In-Store Execution & Visibility

• Own the development and deployment of Point-of-Sale Materials (POSM) across the trade.
  

• Ensure optimal share-of-shelf, product visibility, and merchandising standards.
  

• Work closely with sales and merchandising teams to ensure consistent execution across outlets.
  

• Develop in-store assets that enhance brand differentiation and shopper experience.
  

5. Product Launch & Market Expansion

• Lead the trade launch strategy for new products and innovations.
  

• Coordinate in-store rollout plans, trade training, and asset deployment.
  

• Ensure new products achieve rapid distribution and visibility across priority channels.
  

• Monitor market response and adjust trade strategy to maximize adoption.