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Group Manager - Trade and Experiential Marketing

Legrand North America Group Manager - Trade and Experiential Marketing

A. Trade Marketing & Retail Excellence

Own the annual Trade Marketing strategy and calendar, aligned to business priorities, brand strategy, product launches, scheme calendars and regional market opportunities.
Develop the retail visibility strategy across Retail, Experience Centres and other relevant channels, including POSM, in-shop branding, display systems, outdoor branding and retail experience assets.
Define differentiated retail interventions by outlet/customer segment and ensure the POSM mix reflects priority categories, new launches and premiumization objectives.
Drive deployment and compliance of retail assets through the sales network; identify gaps through market visits, audits and data and close them with clear action plans.
Develop scalable retail toolkits and standards that improve counter share, shelf/display presence, shopper navigation and brand consistency.
Partner with Sales to identify high-potential outlets and markets where focused trade interventions can unlock incremental throughput, visibility or premium mix.

Build and manage an engagement calendar for Legrand’s Experience Centres (Studios/ ZIPs)
Improve the overall customer and shopper experience through displays, demonstrations, experiences, launch programs and partner-specific activations.
Develop programs that support incremental sales, lead generation, conversion and premiumization
Create post-activation measurement frameworks linking activity to sales uplift, leads/funnel movement, conversion and partner performance.

Own the BTL and experiential activation calendar across electricians, retailers, architects, dealers and other relevant influencers/decision-makers.
Develop concepts and execution frameworks for retailer meets, electrician engagement, product demonstrations, roadshows, consumer experiences, launches and other field activations.
Lead end-to-end planning of experiential programs: objective, audience, concept, agency brief, production, logistics, on-ground execution, measurement and post-event learning.
Ensure every experience is consistent with Legrand's premium brand standards while remaining relevant to the audience and commercial objective.
Build repeatable activation properties and playbooks rather than relying only on one-off events.

Lead Legrand’s participation in major exhibitions, industry events, customer events
Own event objectives and success metrics - visibility, engagement, qualified leads, customer/partner participation, sales opportunity and brand impact - rather than measuring events only on attendance.
Coordinate with internal stakeholders, agencies and vendors to ensure delivery within agreed timelines, budgets and quality standards.
Develop post-event reports with learnings, ROI/impact assessment and recommendations for future editions.

Build and manage a capable ecosystem of regional and national vendors/fabricators/activation agencies to improve speed, quality and scalability of execution.
Drive vendor onboarding, rate benchmarking, negotiation, quality control, timelines, service levels and reconciliation.
Continuously identify cost optimization opportunities without compromising brand experience or execution quality.
Own allocated Trade/BTL/Experiential budgets, ensuring disciplined planning, approvals, utilization and ROI tracking.

Establish a Trade Marketing dashboard covering deployment, outlet activation, visibility compliance, activation impact, Modern Trade scorecards, competition intelligence and spend.
Define simple, decision-oriented KPIs that connect marketing activity with business outcomes such as throughput, incremental sales, counter/shelf share, leads, conversion and premium mix.
Use DMS/sales data, retail audits, market intelligence and field feedback to identify opportunities and recommend corrective actions.
Institutionalize pre- and post-activity measurement and build a culture of test–learn–scale.

Work closely with Sales, Brand, Product, Commercial, Procurement, Finance, Supply Chain and regional teams to convert business priorities into market execution.
Act as the bridge between Brand strategy and last-mile execution, ensuring that what is planned centrally is practical, scalable and measurable in-market.

Influence without authority and build strong relationships with sales leaders, channel partners, agencies and Vendors.

Should have independently managed multi-city activations, retail visibility programs, exhibitions/events and external agencies/vendors.
Strong commercial orientation with the ability to connect marketing interventions to sales, throughput, conversion and ROI.
Comfort with data and dashboards; strong Excel and PowerPoint skills. Exposure to Power BI or similar reporting tools is an advantage.
Strong project management skills with the ability to manage multiple stakeholders, vendors, timelines and budgets simultaneously.
Excellent communication, presentation, negotiation and stakeholder-management skills.
High ownership, attention to detail and willingness to travel extensively across India.

4-5 years of relevant experience in Trade Marketing, Shopper Marketing, BTL, Experiential Marketing, Retail Marketing or Channel Marketing.
Experience in Building Materials & allied categories is preferred. Also open to Telecomm, Baggage, etc.