Trade Marketing Specialist

Position Summary

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.

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