Trade Marketing Manager

Position: Manager- Trade Marketing

Location: Mumbai

Experience: 4- 8 years

Industry: FMCG – Food / Bakery / Snacking

We are looking for a Trade Marketing professional to drive the planning and execution of channel-specific marketing initiatives that improve product visibility, distribution, sales and category growth across our retail channels.

The role will work closely with Offline Sales, Marketing, Category, and Supply Chain teams to translate business and brand objectives into effective trade marketing programs and ensure strong execution at the point of sale.

The ideal candidate should have strong FMCG experience, a commercial mindset, an understanding of retail channels and the ability to use data to evaluate the effectiveness of trade investments.

• Develop and execute the annual and monthly trade marketing calendar aligned with business and brand objectives.
• Develop channel-specific trade marketing strategies across Modern Trade, General Trade, and other relevant offline channels.
• Identify opportunities to improve distribution, visibility, penetration and sales across channels.
• Partner with Sales and Marketing teams to translate brand campaigns into effective channel-level execution.

• Plan and execute trade promotions, retailer schemes, distributor incentives and channel-specific offers.
• Evaluate promotional effectiveness and recommend improvements based on sales and ROI.
• Work with Sales and Finance to ensure trade spends are planned, tracked and controlled within approved budgets.
• Analyse incremental sales generated through promotions and identify the most effective mechanics by channel.

• Develop and execute in-store visibility and merchandising programs across relevant retail channels.
• Drive effective utilisation of POSM such as shelf strips, wobblers, danglers, standees, displays and other visibility assets.
• Work with channel teams to improve product placement, shelf visibility and share of display.
• Establish merchandising guidelines and ensure execution through regular market and store audits.

• Develop channel-specific launch plans for new products and SKUs.
• Coordinate with Sales and Category teams to ensure product listing, visibility and promotional support during launches.
• Track launch performance and recommend corrective actions based on distribution, availability and sales data.

• Track competitor pricing, promotions, schemes, visibility and merchandising activities.
• Monitor market and channel trends and identify opportunities for growth.
• Develop actionable insights from sales, distribution and promotional data.
• Work closely with Sales teams to understand on-ground challenges and translate them into trade marketing interventions.

• Own and monitor the trade marketing budget across channels.
• Track spends against plan and ensure effective utilisation of trade marketing investments.
• Evaluate campaign and activation ROI and provide periodic performance reports to leadership.
• Ensure all trade marketing initiatives are commercially viable and aligned with business priorities.

• Work closely with Sales, Marketing, Category, Finance, Supply Chain and external agencies/vendors.
• Ensure timely execution of trade marketing activities across channels.
• Create clear briefs for agencies and vendors and manage execution timelines.
• Conduct regular reviews of trade marketing initiatives and recommend improvements.
  

• Bachelor's degree in Marketing, Business Administration or a related field; MBA/PGDM preferred.
• 4–7 years of relevant experience in Trade Marketing, Channel Marketing or Category/Commercial Marketing.
• Prior experience in the FMCG / Consumer Goods industry is strongly preferred.
• Experience working with Modern Trade, General Trade is a must.
• Strong understanding of retail execution, trade promotions, merchandising and channel economics.
  

• Strong commercial and business acumen
• Excellent understanding of FMCG sales and distribution
• Strong analytical and data interpretation skills
• Ability to evaluate promotional effectiveness and ROI
• Strong project management and execution skills
• Excellent stakeholder management and communication skills
• Strong Excel skills
• Ability to work in a fast-paced, entrepreneurial environment
• Strong attention to detail with an execution-oriented mindset
• Ability to balance brand objectives with commercial realities
  

The successful candidate will build a data-driven and commercially effective trade marketing engine that improves visibility, distribution and sales across channels while ensuring that trade marketing investments generate measurable business returns.