Key Responsibilities and Required Skills for a Trade Marketing Coordinator

🎯 Role Definition

The Trade Marketing Coordinator is the essential link between the marketing and sales departments. Your mission is to translate brand strategies into effective in-store and channel-specific activities that drive sales and enhance brand presence. You are the on-the-ground marketing expert, ensuring our products not only reach the shelves but also fly off them. This role is a dynamic blend of creative planning, logistical coordination, and data-driven analysis, all aimed at winning at the point of purchase.

📈 Career Progression

Typical Career Path

Entry Point From:

Marketing Assistant
Sales Coordinator
Brand Ambassador

Advancement To:

Trade Marketing Manager
Category Manager
Key Account Manager

Lateral Moves:

Brand Coordinator
Digital Marketing Specialist

Core Responsibilities

Primary Functions

Collaborate with brand and sales teams to develop and execute annual trade marketing plans and promotional calendars for key retail accounts.
Manage the end-to-end process for Point-of-Sale (POS) materials, from briefing creative agencies to production, inventory management, and distribution to the sales force.
Coordinate the planning and execution of in-store activations, including product demonstrations, sampling events, and brand visibility initiatives.
Act as the primary point of contact for the sales team, providing them with the necessary tools, materials, and information to achieve sales objectives.
Develop compelling sell-in materials and presentations for new product launches, seasonal promotions, and core portfolio initiatives.
Track and analyze the performance of trade marketing promotions, calculating ROI and providing insights for future campaign optimization.
Monitor and manage the trade marketing budget, ensuring all activities are delivered within agreed-upon financial parameters and processing related invoices.
Conduct regular store checks and market visits to assess the implementation of trade activities, gather competitive intelligence, and identify new opportunities.
Analyze sales data (sell-in/sell-out, market share) from sources like Nielsen or IRI to identify trends and inform strategic decisions.
Support the Key Account Managers in tailoring specific promotional plans and presentations for their respective customers.
Maintain a comprehensive library of marketing assets and ensure all trade communications align with brand guidelines and messaging.
Liaise with external vendors, printers, and logistics partners to ensure timely and high-quality delivery of marketing materials and services.
Assist in the organization and execution of trade shows, customer events, and sales conferences, managing logistics from booth setup to material shipping.
Prepare and distribute regular communications and updates to the sales team regarding upcoming marketing campaigns, product news, and best practices.
Gather and report on competitor activities at the trade level, including promotions, new product introductions, and pricing strategies.
Support the development of category management stories and planogram recommendations based on consumer insights and sales data.

Secondary Functions

Assist in the maintenance and updating of product information across various internal systems and customer portals.
Provide administrative support for the trade marketing team, including sample shipments, meeting coordination, and purchase order creation.
Contribute to cross-functional project teams, offering the trade marketing perspective on new initiatives.
Help compile post-campaign analysis reports and presentations for internal stakeholders to showcase results and key learnings.
Monitor online retailer websites to ensure brand content, product information, and promotional messaging are accurate and optimized.
Support the sales team with ad-hoc requests for data, presentations, or specific marketing materials.

Required Skills & Competencies

Hard Skills (Technical)

MS Office Proficiency: Advanced skills in PowerPoint for creating compelling presentations and Excel for data analysis, budget tracking, and reporting.
Data Analysis: Ability to interpret sales data (e.g., Nielsen, IRI, internal sell-out data) to extract actionable insights.
Project Management: Strong capability to manage multiple projects simultaneously, from conception to completion, on time and within budget.
Budget Management: Experience in tracking marketing spend, processing invoices, and ensuring adherence to financial guidelines.
Vendor Management: Skill in liaising with external agencies, printers, and suppliers to execute marketing programs.
CRM & Sales Systems: Familiarity with CRM software (like Salesforce) and other sales support platforms is a plus.

Soft Skills

Cross-Functional Collaboration: A natural ability to work effectively with diverse teams, especially sales, marketing, and supply chain.
Communication Skills: Excellent written and verbal communication skills for presenting ideas clearly and coordinating with stakeholders.
Organizational Prowess & Attention to Detail: Meticulous in planning and execution, with a strong ability to manage details without losing sight of the big picture.
Proactive & Results-Oriented: A self-starter mindset with a strong sense of ownership and a drive to achieve measurable results.
Problem-Solving: Resourceful and creative in finding solutions to logistical and executional challenges.
Adaptability: Thrives in a fast-paced environment and can pivot priorities as business needs change.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s Degree or equivalent practical experience.

Preferred Education:

Bachelor’s Degree.

Relevant Fields of Study:

Marketing
Business Administration
Communications

Experience Requirements

Typical Experience Range:

1-3 years in a marketing, sales support, or trade marketing role.

Preferred:

Experience within the Consumer Packaged Goods (CPG), retail, electronics, or a related fast-moving industry.