Head of Trade Marketing - FMCG
As the Head of Trade Marketing you will be responsible for leading and overseeing all trade marketing activities, strategies, and initiatives to drive sales, market share, and customer loyalty. You will work closely with cross-functional teams, including sales, marketing, product development, and supply chain, to develop and implement trade marketing strategies that align with the company's business objectives and support the sales team in achieving their targets. Your role will involve developing trade marketing plans, coordinating trade promotions and activations, managing trade marketing budgets, analyzing market data and consumer insights, and evaluating trade marketing performance to continuously improve trade marketing efforts and contribute to the company's overall success.
Key Responsibilities:
- Develop and implement comprehensive trade marketing strategies, plans, and initiatives that align with the company's business objectives and support the sales team in achieving their targets.
- Lead and manage the trade marketing team, providing direction, coaching, and mentorship to optimize team performance and foster a culture of creativity, innovation, and collaboration.
- Collaborate with cross-functional teams, including sales, marketing, product development, and supply chain, to gather market intelligence, analyze consumer insights, and identify trade marketing opportunities to develop effective trade marketing strategies and plans.
- Coordinate trade promotions and activations, including in-store displays, merchandising, pricing, and trade incentives, to drive sales, market share, and customer loyalty.
- Analyze market data, including sales data, consumer insights, and competitor activities, to inform trade marketing strategies, identify trends, and make data-driven recommendations for trade marketing initiatives.
- Manage trade marketing budgets, allocate resources effectively, and provide regular reports to senior management on trade marketing performance, ROI, and recommendations for trade marketing investments.
- Develop and maintain strong relationships with key trade partners, including retailers, distributors, and wholesalers, to drive trade marketing initiatives, negotiate trade promotions, and enhance trade partner relationships.
- Stay updated on the latest trade marketing trends, technologies, and best practices, and incorporate innovative approaches into trade marketing strategies to stay ahead of the competition.
- Collaborate with the sales team to provide trade marketing support, including sales collateral, trade presentations, and training materials, to enable the sales team to effectively sell and promote the company's products.
- Monitor and evaluate trade marketing performance, conduct post-promotion analysis, and provide insights and recommendations for continuous improvement.
Job Requirements:
- Bachelor's degree in Marketing, Business, or a related field. Master's degree preferred.
- Minimum of 15 years of progressive experience in trade marketing or related roles, in the consumer goods industry.
- Strong knowledge of trade marketing principles, strategies, and tactics, including trade promotions, merchandising, pricing, and trade incentives.
- Proven experience in leading and managing trade marketing teams, with a track record of achieving results and driving trade marketing excellence.
- Excellent analytical and strategic thinking skills, with the ability to analyze market data, consumer insights, and trade marketing performance metrics to inform trade marketing strategies and plans.
- Strong leadership and team management skills, with the ability to inspire and motivate a diverse team of trade marketing professionals.
- Excellent communication and interpersonal skills, with the ability to communicate effectively at all levels of the organization and build relationships with internal and external stakeholders.
- Ability to work in a fast-paced, dynamic environment, managing multiple priorities and deadlines.
- Familiarity with consumer goods industry trends, customer preferences, and competitor activities.
- Proficient in trade marketing tools, software, and analytics.
- Professional certifications such as Certified Trade Marketing Professional (CTMP) or Certified Trade Marketing Analyst (CTMA) are a plus.
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