Assistant Manager: Trade Marketing

JOB DESCRIPTION (JD)
JOB TITLE Trade Marketing (Assistant Manager)
GRADE / LEVEL
(ENTRY AND EXIT GRADE)
DEPARTMENT/FUNCTION Marketing
REPORTS TO Trade Manager – Marketing
LOCATION Bangalore – Karnataka
EMPLOYMENT TYPE Permanent

JOB PURPOSE

The Trade (AM ) will be responsible for leading the overall trade marketing function,
driving brand visibility and sales growth through effective below-the-line (BTL)
marketing initiatives, outdoor media, and fixture deployment across markets. This role
will plan and execute trade marketing activities, manage the procurement of
marketing assets, and lead a team of Regional Marketing Officers (RMOs) across all
circles to deliver against defined business KPIs and marketing objectives

KEY RESPONSIBILITIES

Key Responsibilities
1. Strategic Planning & Execution
• Develop and implement the annual trade marketing strategy and
calendar aligned with overall business goals and sales priorities.
• Identify focus markets and drive targeted marketing interventions to
improve secondary sales and store performance.
• Partner with Sales and Brand teams to translate business needs into
measurable trade marketing actions.
2. Leadership & Team Management
• Lead, mentor, and guide a team of Regional Marketing Officers (RMOs) across
zones to ensure alignment with national priorities and KPIs.
• Review and fine-tune regional marketing plans, ensuring consistency in
execution and adherence to brand guidelines.

• Monitor and evaluate PJPs, KRAs, and KPIs of RMOs, ensuring performance-
linked outcomes and capability building.

• Conduct regular reviews, training sessions, and market immersions to
enhance team effectiveness and agility.

• Foster a culture of collaboration, accountability, and proactive problem-
solving within the team.

3. BTL Activations & Trade Engagement
• Conceptualize and manage BTL activations, MBO engagement programs, to
drive consumer footfalls and brand affinity.
• Coordinate with RMOs and agencies for flawless execution and post-activity
analysis.
• Develop scalable models for retail activations that can be replicated across
geographies.

4. Procurement & Vendor Management
• Drive end-to-end procurement for all trade marketing requirements, ensuring
cost efficiency, process adherence, and transparency.
• Lead vendor identification, empanelment, rate negotiation, and quality
control for fixtures, OOH, and activation agencies.
• Ensure compliance with established procurement protocols and company
SOPs at all stages of execution.
• Partner with Procurement and Finance teams to optimize spend effectiveness
and ensure compliance with company processes.
5. Outdoor Campaign Management
• Plan, negotiate, and execute OOH campaigns across impactful locations,
Key catchments and retail zones as per the Schedule.
• Periodic review of sites across the country to ensure brand standard
compliance and agility in selecting impactful locations.
• Plan and execute site selection, vendor management, and creative adaptation
to ensure effective visibility.
• Monitor brand compliance and visibility standards across all outdoor
6. Fixtures, POSM & In-store Visibility
• Oversee end-to-end design with VM, production, and installation of fixtures,
shop-in-shop modules, and POSM elements for the trade.
• Work closely with Sales, Design, and VM teams to ensure fixture relevance
and timely rollouts across channels.
• Track asset deployment, inventory, and maintenance across markets
for optimal visibility ROI.
7. Cross-functional Collaboration
• Work closely with Sales, Brand, VM, Retail, and Finance teams to ensure
alignment of trade marketing priorities with business goals.

• Support national brand campaigns through regional amplification and trade-
level integration.

• Provide marketing insights and competitive benchmarking to support
category growth and business planning.
8. Reporting & Governance
• Create structured weekly, monthly and quarterly dashboards capturing
visibility scores, campaign ROI, and regional performance.
• Track and report trade marketing budgets, cost efficiencies, and vendor
performance metrics.
• Ensure strong governance across regional marketing operations through
standardized reporting formats and checklists.

PERFORMANCE METRICS

• Strong understanding of Trade Marketing, Fixtures, BTL activations, and OOH.
• Proven leadership and people management skills with a multi-region team.
• Strong project management, analytical, and financial acumen.
• Excellent communication, vendor negotiation, and cross-functional
collaboration.
• Hands-on proficiency in MS Excel, PowerPoint, and reporting tools.

REQUIRED QUALIFICATIONS

MBA / PGDM in Marketing, Business Administration, or related field.

EXPERIENCE

8–12 years of experience in Trade / Retail Marketing, with at least 3 years in a team
leadership role.
Experience in FMCG, Apparel, Retail, or Consumer Durables sectors preferred.

SKILLS Excel – Presentations – SAP – ITSM – Data Oriented
WORKING CONDITIONS Proven track record in managing outdoor fixtures, and activation-based marketing

initiatives at a national scale.

TRAVEL REQUIREMENTS Monthly – and On Project and requirement basis