Senior Manager - Trade Marketing - FMCG

To plan, execute, and evaluate trade marketing initiatives, promotions, visibility programs, and trade loyalty schemes to drive sales growth, improve channel effectiveness, and maximise return on trade marketing investments. The role requires strong analytical capabilities, process orientation, and a sound understanding of sales channels and trade marketing concepts.

Key Responsibilities:

1. Trade Marketing Promotions & Schemes:

- Analyse sales data and market requirements to identify trade promotion opportunities and develop an annual/monthly trade marketing calendar.

- Design and execute trade schemes, promotions, and loyalty programs for distributors, retailers, and other trade partners.

- Ensure accurate communication and timely implementation of trade schemes across the sales network, including field sales teams and PSRs.

- Establish tracking mechanisms to monitor scheme performance and evaluate effectiveness.

- Conduct pre- and post-scheme analysis to measure ROI, incremental sales, cost-benefit, and overall business impact.

- Recommend improvements to enhance scheme effectiveness and drive sustainable growth.

2. Visibility & Merchandising:

- Plan trade visibility initiatives based on channel, market, and business requirements.

- Develop visibility guidelines and store layouts to ensure consistent brand presence and merchandising standards.

- Coordinate allocation and deployment of visibility materials and monitor timely market execution.

- Track visibility effectiveness and recommend corrective actions to improve in-store impact.

3. Data Analytics & MIS:

- Analyse sales, channel, distributor, and scheme performance data to generate actionable business insights.

- Develop and maintain dashboards, reports, and monitoring mechanisms for trade marketing initiatives.

- Identify opportunities for sales automation and reporting improvements in collaboration with the MIS team.

- Monitor key performance indicators and share periodic performance reviews with stakeholders.

4. Budget & Process Management:

- Manage the trade marketing budget within approved targets.

- Monitor expenditure, scheme costs, and vendor costs to ensure efficient utilisation of resources.

- Define and communicate trade marketing processes, policies, and protocols.

- Ensure compliance with internal processes, approvals, and budgetary guidelines.

5. Training & Capability Building:

- Develop and deliver train-the-trainer initiatives covering sales call processes, merchandising identification, and trade scheme execution.

- Track training effectiveness and recommend corrective actions to improve field execution.

- Support sales teams in strengthening their understanding of trade marketing programs and processes.

6. Vendor & Stakeholder Management:

- Coordinate with external vendors for trade promotions, visibility materials, and related execution requirements.

- Work closely with Marketing, Supply Chain, MIS, HR, and Sales teams to ensure effective implementation of trade marketing initiatives.

- Monitor vendor deliverables, timelines, quality, and costs.