Trade Marketing Manager

Key Responsibilities

1. Channel Marketing Strategy

• Develop the annual channel marketing strategy aligned with business and sales objectives.
• Identify channel-specific opportunities to improve brand presence, product penetration and offtake.
• Develop market and channel-specific marketing plans based on business priorities and local requirements.
• Identify emerging channel trends and recommend appropriate interventions.

2. Dealer & Distributor Engagement

• Develop and execute dealer and distributor engagement programs.
• Plan dealer meets, conferences, product launches, loyalty initiatives and channel engagement activities.
• Strengthen relationships with key channel partners through differentiated engagement programs.
• Develop initiatives to improve dealer advocacy and product preference.
• Work with Sales to identify high-value channel partners and develop targeted engagement plans.

3. Trade Promotions & Schemes

• Plan and execute trade schemes, incentive programs, contests and promotional initiatives.
• Work closely with Sales and Finance to develop commercially viable scheme structures.
• Monitor scheme performance, utilisation and effectiveness.
• Evaluate ROI and recommend optimisation of channel investments.
• Ensure timely communication and effective implementation of schemes across markets.

4. Channel Visibility & Merchandising

• Drive brand and product visibility across dealer and retail outlets.
• Develop and implement merchandising, branding and POSM strategies.
• Ensure effective utilisation and deployment of channel marketing assets.
• Develop guidelines for store branding, displays and product presentation.
• Conduct market audits to evaluate visibility and execution standards.

5. Market Activation

• Plan and execute market-level channel activations to support business growth.
• Coordinate product demonstrations, retailer activities, dealer events, roadshows and other BTL initiatives.
• Develop activation toolkits and ensure consistent execution across markets.
• Measure the effectiveness of activations and incorporate learnings into future plans.

6. Sales Enablement

• Partner closely with the Sales team to understand market requirements and channel challenges.
• Develop sales and channel communication materials to support product selling.
• Provide the field team with marketing toolkits, campaign guidelines and activation assets.
• Train and support sales teams on new channel marketing initiatives.
• Capture market feedback and translate it into actionable marketing interventions.

7. Competitor & Market Intelligence

• Track competitor channel programs, schemes, dealer initiatives and market activations.
• Monitor competitor visibility and merchandising practices.
• Analyse channel trends, pricing and promotional activity.

8. Budget & ROI Management

• Manage channel marketing budgets and ensure optimal utilisation.
• Track spends against approved budgets and ensure adherence to financial controls.
• Evaluate ROI of channel programs, activations and promotional initiatives.