Manager - Trade Marketing

Role Overview

Responsible for planning and executing trade marketing initiatives to drive distribution growth, subscriber acquisition and revenue enhancement across platforms. The role requires strong collaboration with sales, distribution partners (DPOs/MSOs/LCOs/OTT platforms) and internal stakeholders to ensure effective go-to-market strategies and brand visibility within the trade ecosystem.

Key Responsibilities

1. Trade Marketing Strategy & Planning

Develop and implement trade marketing strategies aligned with business objectives (subscriber acquisition, subscription growth, channel reach, platform visibility).

Design annual and quarterly trade marketing calendars across key distribution partners.

Identify growth opportunities across linear TV, digital platforms, emerging ecosystems (FAST, Connected TV, etc.) and other initiatives.

2. Distribution Channel & Partner Engagement

Conceptualize and execute joint promotions, co-branded campaigns and partner-led activations.

Drive partner incentive programs to improve subscriber acquisition, channel placement & visibility.

3. Execution & Campaign Management

Plan and execute on-ground and digital trade campaigns, including dealer activations, merchandising, visibility drives and trade events.

Ensure effective deployment of marketing collateral across partner touchpoints.

Monitor campaign performance and optimize spends for maximum ROI.

4. Consumer & Trade Integration

Align trade marketing initiatives with consumer marketing campaigns to ensure unified messaging.

Support product launches, pricing and packaging strategies through effective trade communication.

5. Analytics & Reporting

Track and analyse key KPIs such as campaign ROI and partner performance.

Develop dashboards and periodic reports for senior leadership.

Use insights to refine strategies and improve effectiveness of trade spends.

6. Budgeting & Cost Optimization

Manage trade marketing budgets efficiently with a focus on ROI-driven spends.

Collaborate with Commercial teams to negotiate with vendors and partners to optimize costs while maintaining quality execution.

7. Cross-Functional Collaboration

Work closely with Sales, Distribution, Pricing, Content and Digital teams to ensure seamless execution.

Coordinate with external agencies for creative, media and activation support.

Develop systems & processes for cost-effective and efficient marketing activities.

Key Skills & Competencies

Good understanding of TV distribution ecosystem / OTT / subscription business models

Strategic thinking with strong execution capability

Stakeholder management and negotiation skills

Analytical mindset with ability to interpret data and derive insights

Excellent communication and presentation skills

High ownership and ability to manage multiple projects simultaneously

Educational Qualification

MBA in Marketing / Media / Business Management preferred

Graduate in any discipline with relevant experience

Ideal Candidate Profile

8-10 years of experience in trade marketing, distribution marketing or B2B marketing

Prior experience in media, broadcasting, telecom or FMCG trade marketing is highly preferred

Proven track record of driving growth through partner-led initiatives