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Key Responsibilities and Required Skills for Trade Marketing Manager

💰 $95,000 - $135,000

MarketingSalesBusiness DevelopmentCPG

🎯 Role Definition

The Trade Marketing Manager is the architect of in-store success. This professional acts as the critical interface between the brand marketing team and the sales organization, translating high-level brand strategies into actionable, effective programs and initiatives at the point of sale. Their primary goal is to increase demand with channel partners, distributors, and retailers, ensuring our products not only reach the shelf but fly off it. They are the experts in the "last three feet" of the sale, turning shoppers into buyers.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Assistant/Associate Trade Marketing Manager
  • Key Account Manager
  • Brand Manager
  • Category Analyst

Advancement To:

  • Senior Trade Marketing Manager
  • Head of Trade Marketing / Director of Shopper Marketing
  • Director of Sales Strategy
  • Marketing Director

Lateral Moves:

  • Senior Brand Manager
  • National Sales Manager
  • E-commerce Channel Director

Core Responsibilities

Primary Functions

  • Develop and implement the annual trade marketing plan in alignment with overarching brand strategies and commercial sales objectives.
  • Design, execute, and evaluate comprehensive national and customer-specific promotional calendars to drive sales velocity and market share.
  • Manage the end-to-end process for Point of Sale Materials (POSM), from creative brief and production to efficient distribution and in-store execution compliance.
  • Oversee and meticulously manage the trade marketing budget, ensuring effective allocation of funds and maximizing return on investment (ROI) for all trade spend.
  • Collaborate closely with the national sales team to equip them with the necessary tools, compelling sell-in stories, and category insights to achieve their targets.
  • Analyze syndicated market data (e.g., Nielsen, IRI) and proprietary shopper insights to identify key opportunities for growth, category trends, and competitive threats.
  • Lead the development of powerful sales presentations and materials for new product launches, seasonal campaigns, and core business initiatives.
  • Build and maintain strong, collaborative relationships with key retail partners, actively participating in joint business planning (JBP) sessions to drive mutual growth.
  • Establish, track, and report on key performance indicators (KPIs) for all trade marketing activities, such as sales uplift, display compliance, and promotional effectiveness.
  • Conduct regular market visits and retail audits to assess in-store execution, gather competitive intelligence, and identify real-world challenges and opportunities.
  • Spearhead category management projects with key retailers to optimize assortment, shelving, and layout to grow the total category and our brand's share within it.
  • Create and manage channel-specific strategies, understanding and leveraging the unique dynamics of different retail environments (e.g., Grocery, Mass, Convenience, E-commerce).
  • Act as the voice of the sales team and the retailer within the marketing organization, ensuring commercial realities and customer needs are considered in brand planning.
  • Drive rigorous post-promotional analysis to evaluate the success of campaigns and apply key learnings to future activities for continuous improvement.
  • Work cross-functionally with demand planning and supply chain teams to ensure accurate forecasting for promotional volumes and new product introductions.
  • Develop and manage trade loyalty programs and incentives for distributors and retail partners to strengthen partnerships and drive incremental sales.
  • Champion the shopper's perspective within the organization, translating deep understanding of shopper behavior and motivations into effective in-store activation.
  • Prepare and present regular, insightful business reviews on trade marketing performance and market dynamics to senior leadership and key stakeholders.
  • Ensure all trade marketing activities are fully compliant with established brand guidelines and all legal and regulatory requirements.
  • Train and educate the sales force on new products, marketing campaigns, and the effective use of trade marketing tools and materials.

Secondary Functions

  • Support sales teams with ad-hoc requests for marketing materials, data, or presentation support.
  • Contribute to the broader marketing strategy and annual brand planning process with insights from the trade.
  • Collaborate with supply chain and logistics teams to ensure promotional stock availability and smooth execution.
  • Participate in cross-functional project teams for new product launches or market entry strategies.

Required Skills & Competencies

Hard Skills (Technical)

  • Channel Strategy Development: Ability to create and execute tailored marketing strategies for different retail channels.
  • Category Management: Deep understanding of category principles, including assortment, pricing, promotion, and shelving.
  • Trade Spend & Promotion ROI Analysis: Skill in managing large budgets and analyzing the financial return of promotional activities.
  • Syndicated Data Analysis (Nielsen/IRI): Proficiency in interpreting complex market data to uncover actionable insights.
  • Budget Management & Financial Planning: Strong financial acumen to plan, forecast, and track trade marketing expenditures.
  • POSM Development & Logistics: Experience managing the creation and distribution of in-store marketing materials.
  • Joint Business Planning (JBP): Ability to collaborate with retail partners on long-term strategic growth plans.
  • Shopper Marketing: Expertise in understanding shopper behavior and translating it into effective in-store conversion tactics.
  • Sales Forecasting: Ability to work with sales and demand planning to predict product volumes based on promotional plans.
  • Competitive Analysis: A keen eye for monitoring competitor activities in the trade and formulating responsive strategies.

Soft Skills

  • Commercial Acumen: A strong understanding of the commercial aspects of the business and the drivers of profitability.
  • Cross-Functional Collaboration: The ability to work effectively with diverse teams, particularly sales, brand marketing, and supply chain.
  • Influence and Negotiation: Persuasive communication skills to gain buy-in from internal stakeholders and external partners.
  • Strategic Thinking: The capacity to see the bigger picture and connect day-to-day activities to long-term business goals.
  • Data-Driven Storytelling: Ability to translate complex data into a clear, compelling narrative that drives action.
  • Project Management: Excellent organizational skills to manage multiple projects simultaneously from conception to completion.
  • Adaptability & Resilience: Thrives in a fast-paced environment and can pivot strategies based on market feedback and results.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree

Preferred Education:

  • Master of Business Administration (MBA) or related Master's degree

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Economics
  • Finance

Experience Requirements

Typical Experience Range:

  • 5-8 years of progressive experience in marketing or sales within a relevant industry.

Preferred:

  • Experience in a Consumer Packaged Goods (CPG) or Fast-Moving Consumer Goods (FMCG) environment is highly desirable. A background that includes a combination of roles in field sales, key account management, category management, or brand management provides an ideal foundation.
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