Trade Marketing Manager (Industrial/B2C)

Key Responsibilities:

Develop and implement annual trade marketing strategies aligned with overall business and sales objectives.
Translate brand and commercial strategies into effective channel-specific marketing plans and initiatives.
Identify opportunities to strengthen market presence, improve channel productivity, and increase product penetration.
Develop annual trade marketing budgets and monitor spending to ensure optimal return on investment.

Work closely with distributors, dealers, retailers, and other channel partners to develop initiatives that drive sales and improve product visibility.
Develop channel-specific programs to support customer acquisition, retention, and revenue growth.
Analyse channel performance and identify opportunities to improve distribution, product availability, and sales effectiveness.
Support the Sales team in developing joint business plans and strategic initiatives with key distributors and dealers.

Plan and execute trade promotions, dealer incentives, product campaigns, and seasonal initiatives to stimulate sales.
Develop promotional mechanics that balance commercial effectiveness with profitability.
Track and evaluate campaign performance, providing recommendations for future improvements.
Ensure trade marketing activities are executed consistently and effectively across different territories and channels.

Develop and implement merchandising standards to strengthen product visibility across dealer outlets, retail locations, and trade counters.
Manage the development of point-of-sale materials, displays, signage, product information, and other trade marketing assets.
Conduct regular market visits to monitor execution, competitor activities, and overall brand presence.
Identify opportunities to improve customer experience and product presentation at trade locations.

Develop engagement programs targeting contractors, installers, builders, architects, and other industry influencers.
Support technical seminars, product demonstrations, training sessions, trade events, and contractor engagement programs.
Work with Sales and Technical teams to communicate product benefits, applications, and value propositions to trade audiences.
Build stronger relationships with key industry stakeholders to increase product advocacy and specification.

Monitor market trends, competitor activities, pricing, promotions, channel developments, and customer behaviour.
Gather feedback from distributors, dealers, contractors, and Sales teams to identify market opportunities and challenges.
Translate market insights into actionable trade marketing strategies and commercial recommendations.
Conduct regular reviews of competitor campaigns and channel initiatives to ensure the business remains competitive.

Monitor trade marketing KPIs including sales growth, campaign ROI, channel performance, distribution, product penetration, and promotional effectiveness.
Analyse sales and market data to evaluate the effectiveness of trade marketing investments.
Prepare regular reports and recommendations for senior management.
Continuously optimize trade marketing activities based on performance insights and market feedback.

Work closely with Sales, Marketing, Product Management, Finance, Supply Chain, and Technical teams to ensure effective execution of trade initiatives.
Provide Sales teams with the necessary marketing tools, materials, campaigns, and channel support to achieve commercial objectives.
Coordinate with external agencies, suppliers, and trade partners to ensure timely and effective execution of marketing programs.

Bachelor's Degree in Marketing, Business Administration, Communications, or a related discipline.
Minimum 5–8 years of experience in Trade Marketing, Channel Marketing, Commercial Marketing, or Sales & Marketing.
Experience within building materials, construction products, roofing, waterproofing, industrial products, hardware, or other B2B environments will be highly advantageous.
Proven experience working with distributors, dealers, retailers, contractors, or other trade channels.
Strong understanding of channel dynamics and the ability to translate commercial objectives into effective trade marketing programs.

Strong commercial and strategic thinking with a clear understanding of trade marketing and channel development.
Excellent campaign planning, execution, and project management skills.
Strong analytical capabilities with the ability to interpret sales, market, and campaign performance data.
Good understanding of distributor and dealer management, trade promotions, merchandising, and channel incentives.
Strong negotiation, presentation, communication, and stakeholder management skills.
Proficient in Microsoft Office, particularly Excel and PowerPoint; experience with CRM, BI, or marketing analytics tools is an advantage.

Commercially minded, proactive, and results-oriented.
Strong ownership with the ability to work independently and drive initiatives from planning through execution.
Comfortable working closely with Sales teams and spending time in the field with customers and trade partners.
Strong interpersonal skills with the ability to influence and collaborate across different levels of an organization.
Adaptable and able to operate effectively in a fast-paced, target-driven environment.
Willing to travel regularly to visit distributors, dealers, trade outlets, contractors, and customers.