Key Responsibilities
1. Channel & Trade Marketing Strategy
- Develop and execute channel-specific marketing plans for distributors, wholesalers, and retail partners
- Design trade marketing initiatives to drive sell-in and sell-out
- Align marketing plans with sales and distribution objectives
2. Distributor Engagement & Capability Building
- Build strong relationships with distributors and channel partners
- Drive engagement programs, incentives, and schemes for distributors
- Enable partners with marketing toolkits, training, and communication
3. In-Market Execution
- Ensure effective execution of POSM, branding, and visibility initiatives across markets
- Monitor in-store and on-ground activations across distributor networks
- Conduct regular market visits to audit execution quality
4. Sales Support & Promotions
- Design and implement trade schemes, promotions, and activation programs
- Support sales teams with sell-through strategies and demand generation initiatives
- Collaborate on new product launches across distribution channels
5. Channel Performance & Analytics
- Track secondary sales, stock movement, and channel ROI
- Analyze market-wise performance and identify growth opportunities
- Optimize marketing spends based on channel productivity and returns
6. Cross-Functional Collaboration
- Work closely with Sales, Supply Chain, Brand Marketing, and Finance teams
- Ensure seamless alignment between marketing campaigns and distribution execution
7. Budget Management
- Manage trade marketing budgets and distributor investments
- Ensure effective utilization and tracking of scheme spends and ROI
Key KPIs
- Secondary sales growth
- Distributor ROI & productivity
- Market coverage & visibility scores
- Sell-out vs sell-in ratio
- Effectiveness of trade schemes
Qualifications & Experience
- MBA / Postgraduate in Marketing / Sales
- 58 years of experience in trade marketing / channel marketing / distribution marketing
- Strong exposure to FMCG, retail, or consumer goods distribution models
Skills & Competencies
- Strong understanding of distribution networks & trade ecosystem
- Ability to drive on-ground execution and market activations
- Data-driven approach with strong analytical skills
- Excellent stakeholder management (distributors & sales teams)
- High ownership and execution focus
