Trade Marketing Manager

Description:

Job Title: Manager - Consumer Activation & Trade Marketing

Industry: Luggage

Location: Mumbai

Experience: 5-10 years

Education: MBA / PGDM from Premium B-Schools

Role Overview:

We are looking for a high-impact Consumer Activation & Trade Marketing professional to drive brand visibility, retail excellence, and consumer engagement for a leading luggage and travel gear brand.

The role focuses on building strong in-store presence, driving conversion at point of sale, and executing consumer-facing activations across retail channels including modern trade, general trade, travel retail, and e-commerce offline touchpoints.

Key Responsibilities:

Consumer Activation:

- Plan and execute consumer engagement campaigns to drive brand trial and preference in the travel/lifestyle category

- Develop activation strategies across malls, airports, travel hubs, retail stores, and experiential zones

- Execute BTL activities including product demonstrations, roadshows, kiosks, and seasonal campaigns (travel seasons, festive periods)

- Create impactful consumer journeys aligned to travel lifestyle positioning

- Measure activation effectiveness and optimize based on ROI and conversion data

Trade Marketing:

- Design and implement trade marketing strategy across GT, MT, and specialty luggage retail channels

- Drive strong in-store visibility through planograms, displays, signage, and POSM execution

- Ensure premium brand presence at travel retail points (airports, travel stores, large format retailers)

- Collaborate with sales teams to improve secondary sales through trade-led initiatives

- Manage trade schemes, retailer incentives, and channel promotions

Retail & Channel Execution:

- Work closely with regional sales teams to ensure flawless execution at store level

- Strengthen relationships with retail partners and distributors

- Identify high-potential stores and implement focused growth interventions

- Monitor shelf share, visibility compliance, and competitor activity

Brand & Stakeholder Collaboration:

- Coordinate with brand marketing team to align activations with seasonal campaigns and product launches

- Manage external agencies for retail branding, events, and activation execution

- Liaise with airport retailers, travel stores, and premium retail chains for brand presence

Analytics & Reporting:

- Track trade spend efficiency, activation ROI, and sales uplift

- Conduct market visits and competitive benchmarking

- Provide insights to improve retail execution and consumer engagement strategy

Required Skills & Competencies:

- Strong experience in trade marketing / BTL / consumer activation

- Exposure to retail-heavy categories (FMCG, travel gear preferred)

- Strong execution capability with attention to detail in retail environments

- Excellent stakeholder management and negotiation skills

- Analytical mindset with ability to link activation to sales outcomes

- High ownership and ability to manage multi-city campaigns

Preferred Profile:

- MBA/PGDM from premium B-schools

- Experience in FMCG.

- Prior exposure to airport retail / travel retail / modern trade is a strong plus

- Experience managing large-scale consumer activation budgets