Trade Marketing Specialist

GENERAL OBJECTIVE:
To effectively lead the implementation of Sales & Marketing programs in trade accounts to grow
brands & categories thereby contributing to Sales target achievement, promoting Brand
objectives, rapport with trade, customer loyalty, improving market shares, and overall growth
and profitability of the company.

SPECIFIC DUTIES AND RESPONSIBILITIES

1. SALES & MARKETING CATALYST
 Serves as a vital link between Sales & Marketing
 Actively participates in Strategic Planning, Sales Forecasting and Marketing Plans
 Identifies trade opportunities based on market dynamics and trade developments
 Converts Brand Strategies and Marketing Plans into value-added trade programs
 Grows & develops trade accounts based on comprehensive Key Account Plans
 Provides market insights on New Product launches
 Assists in developing the Sales and Marketing calendar for the year
2. CATEGORY / SPACE MANAGEMENT EXPERT
 Leads Category Management / Space Management projects with Key Accounts
 Promulgates Category Management principles in Sales activities
 Educates Key Account personnel in Category / Space Management discipline
3. MERCHANDISING CHAMPION
 Searches and appoints merchandising consortiums that are effective and cost-efficient
 Ensures that Merchandising Guidelines/Planogram are properly implemented at the
trade level
 Protects & improves the Brand display at Key Accounts
 Ensures that Display Rentals generate agreed sales targets & ROI
 Develops the merchandising agency/agencies into coherent partners to implement trade
programs
 Conducts Product Knowledge training for agency coordinators, merchandisers, brand
ambassadors & sales assistants

4. PLANOGRAM BUILDER
 Trains merchandising team in Planogram building
 Promotes Category and segmentation approach in shelf design through Planograms
 Collaborates with key accounts in Planogram building & implementation
 Partners with other category players in co-marketing projects to grow the category

5. PROMO IMPLEMENTOR
 Ensures that project objectives & specifications are clear from start to finish
 Ensures that Promo programs are efficiently implemented at Trade
 Trains promo and merchandising agencies on proper implementation of trade
promotions
 Ensures that collaterals, promo materials, freebies, etc. are sufficient & available on-time
 Monitors promo execution from start to finish, and establishes checkpoints along the way
 Evaluates trade promotions to measure success or failure
 Maintains a robust database of past projects available to all at all times
6. CUSTOMER-CENTRIC PROGRAMS
 Ensures that Sales & Marketing programs are geared towards delighting customers
 Ensures that programs will increase Product awareness & induce trials
 Ensures that programs will promote Brand loyalty & long-term relations
 Finds win-win solutions with the most important customers – the key accounts
7. TRADE BUDGET CONTROLLER
 Ensures that company resources in trade promotions are well-spent & within budget
 Ensures that Trade Deals are aligned with overall company objectives
 Ensures Trade Programs are cost-efficient by regular & close monitoring
 Allocates resources based on account importance & contribution
 Ensures ROI/ CTS of Trade Deals are safeguarded

8. ACHIEVEMENT OF SALES TARGETS
 Participates in Sales Planning & Forecast meetings
 Implements agreed business-building programs at Key Accounts
 Assists in Business Reviews with key accounts & Distributor partners
 Collaborates with Sales to achieve Sales targets through constant monitoring of
performance
 Support the Sales team in data analysis, identifying opportunities & developmental
programs

9. MARKET INFORMATION HUB
 Functions as eyes & ears of Sales & Marketing

 Gathers market insights, competitive activities, and trade development reports
 Manages data processing & analysis to support Sales and Marketing decisions
 Establishes links & networks with market survey providers to keep updated on trends
 Measures the impact of major developments in the industry
 Keeps historical database of trade programs to serve as a future reference
 Connects with trade groups & industry associations for co-marketing & new trends

SKILLS SET:
 Min. 5 years’ experience in Trade Marketing / Sales in FMCG & other industries
 Strong Business Acumen
 Proficient in Business English
 Trainor / Presenter / Workshop Facilitator
 Negotiator
 Proficient in MS Office / Spaceman / Zoom / Teams