Trade Marketing Manager

Role Overview

We are looking for a high-energy, results-driven Trade Marketing Manager who can translate brand and marketing strategy into tangible retail outcomes across markets.

This role sits at the critical intersection of Marketing and Sales, ensuring that every campaign — whether ATL visibility or BTL activation — ultimately drives dealer footfalls, qualified leads, and retail sales conversions.

The ideal candidate is hands-on, execution-focused, and commercially sharp, with the ability to bring campaigns to life on the ground while maintaining brand consistency and operational discipline across markets.

If you are passionate about building brand presence at the last mile, driving market activations that move the sales needle, and delivering measurable retail impact, this opportunity is for you.

Strategic ATL & BTL Campaign Execution

Plan and deliver high-impact marketing initiatives that strengthen brand visibility while directly contributing to retail demand generation.

• Plan and execute ATL campaigns across print, outdoor media, radio, cinema, and regional media platforms to drive brand awareness and market presence.

• Conceptualize and implement high-impact BTL activations, including:

• Dealer-level marketing programs
• Roadshows and city-level brand activations
• Test ride and demo drive events
• Mall, high street, and corporate park activations
• Exchange programs and finance camps
• Community outreach initiatives including RWAs and local associations

• Customize campaigns based on regional market insights, consumer behavior, and city-level demand drivers.

• Ensure consistent brand visibility and messaging across all geographies and touchpoints.

Field Execution & Sales Alignment

Ensure seamless coordination between marketing plans and on-ground execution.

• Drive flawless campaign execution through activation agencies and regional teams.

• Partner closely with Sales Heads, Regional Managers, and Dealer Partners to ensure marketing initiatives directly support retail sales goals.

• Conduct regular market visits and activation audits to evaluate quality, effectiveness, and brand compliance.

• Identify improvement opportunities and implement real-time corrective actions to maximize campaign impact.

Dealer & Channel Marketing Enablement

Strengthen the dealer network by equipping them with the right marketing tools and support.

• Develop and deploy dealer marketing toolkits, including POSM, retail signage, visibility assets, and local activation frameworks.

• Support dealers in designing localized marketing plans to improve walk-ins, lead capture, and showroom conversions.

• Train dealer teams on customer engagement, activation objectives, and lead management best practices.

• Ensure dealers effectively leverage marketing initiatives to drive stronger retail outcomes.

Budget Ownership & Vendor Management

Manage marketing investments with strong accountability for efficiency and ROI.

• Own and manage ATL and BTL marketing budgets, ensuring disciplined allocation and optimal utilization.

• Identify, appoint, and manage creative agencies, media partners, and activation vendors.

• Negotiate commercials, evaluate vendor performance, and ensure cost-effective campaign execution without compromising quality.

Performance Tracking & ROI Optimization

Establish clear measurement frameworks to evaluate campaign effectiveness and business impact.

• Define measurable KPIs for every campaign, including:

• Dealer showroom footfalls
• Leads generated
• Test rides conducted
• Conversion rates
• Cost per lead and cost per conversion

• Track campaign performance using CRM, SFDC, and field reporting systems.

• Analyse results to identify high-performing initiatives, optimization opportunities, and scalable activation models.

• Continuously refine strategies to maximize marketing ROI and retail sales contribution.

What We're Looking For

• 6–10 years of experience in Trade Marketing, Field Marketing, Retail Marketing, or Market Activations.

• MBA / PGDM in Marketing preferred.

• Strong understanding of ATL and BTL campaign planning and execution.

• Proven experience in retail-driven industries such as Automobile, EV, FMCG, or Consumer Durables.

• Strong project management and cross-functional coordination capabilities.

• A high ownership mindset with a strong bias for action and on-ground problem solving.

• Excellent stakeholder management skills when working with sales teams, dealer networks, and external partners.

• Willingness to travel extensively and engage closely with markets and dealer networks.