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Key Responsibilities and Required Skills for a Trade Marketing Specialist

💰 $65,000 - $95,000

MarketingSalesTrade MarketingCPGShopper Marketing

🎯 Role Definition

As a Trade Marketing Specialist, you are the critical link between the brand marketing vision and the sales reality on the ground. You will be responsible for developing and executing channel-specific strategies that increase brand presence, drive sales velocity, and win at the point of purchase. This role requires a blend of creative marketing, sharp analytics, and strong commercial acumen to translate brand objectives into effective programs for our retail and distribution partners. You will work cross-functionally with sales, brand marketing, and supply chain teams to ensure our products are not just on the shelf, but are also the preferred choice for shoppers.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator
  • Sales Representative / Analyst
  • Category Analyst

Advancement To:

  • Trade Marketing Manager
  • Category Manager
  • Key Account Manager

Lateral Moves:

  • Brand Manager
  • Shopper Marketing Manager

Core Responsibilities

Primary Functions

  • Develop and execute comprehensive, channel-specific trade marketing strategies to drive product visibility, consumer offtake, and market share in key retail environments.
  • Manage the entire lifecycle of Point-of-Sale (POS) and Point-of-Purchase (POP) materials, from creative briefing and design to production, allocation, and in-store implementation tracking.
  • Collaborate closely with the sales team to create compelling, data-driven "sell-in" stories and presentations to secure optimal shelf space and promotional support from retail partners.
  • Plan, manage, and optimize the trade marketing budget, ensuring all activities are delivered on time and within budget while meticulously tracking spend and calculating ROI for all major initiatives.
  • Analyze syndicated data (e.g., Nielsen, IRI, SPINS) and internal sales data to uncover shopper insights, identify channel opportunities, and assess the performance of promotional activities.
  • Lead the planning and execution of national and regional trade shows, customer events, and sales meetings to enhance brand presence and strengthen B2B relationships.
  • Develop and maintain an annual promotional calendar in partnership with sales and brand marketing, aligning with product launch timelines and overall business objectives.
  • Act as the primary liaison between the brand marketing and sales departments, ensuring seamless communication and alignment on commercial goals and marketing campaigns.
  • Conduct regular market visits and retail audits to monitor in-store execution, assess competitive activity, and gather real-time feedback on brand presence and campaign effectiveness.
  • Manage relationships with external agencies, printers, and vendors to ensure the timely and cost-effective delivery of high-quality marketing materials and services.
  • Support the new product introduction (NPI) process by developing trade-facing launch kits, sales tools, and educational materials to ensure a successful sell-in and retail launch.
  • Create and implement shopper marketing programs and promotions, such as contests, coupons, and in-store demonstrations, designed to interrupt and engage consumers at the point of purchase.
  • Own the development and distribution of sales tools, including product catalogs, sell sheets, and digital assets, ensuring the sales team is equipped with the latest information.
  • Monitor and report on competitor trade marketing activities, promotions, and pricing strategies to inform and adapt our own commercial plans.
  • Partner with the category management team to leverage category insights and develop strategies that position our brands as essential partners for retailers.
  • Manage trade promotion management (TPM) systems to accurately forecast, plan, and reconcile trade spend and promotional performance.
  • Develop and execute tailored marketing programs for key accounts and strategic partners to drive mutual growth and strengthen partnerships.
  • Oversee the allocation and management of co-op marketing funds, ensuring compliance with company policies and maximizing the impact of retailer-led initiatives.
  • Train the sales force on new product features, brand campaigns, and the effective use of marketing tools and materials.
  • Prepare and present regular performance reports and post-mortem analyses on trade marketing initiatives to key stakeholders, including senior leadership.
  • Support the e-commerce channel by adapting trade marketing principles to the digital shelf, optimizing product content and online promotional strategies for key e-retailers.

Secondary Functions

  • Support the annual business planning process by providing channel-specific insights and budget recommendations.
  • Maintain the digital asset management (DAM) platform, ensuring all sales and marketing materials are up-to-date and easily accessible.
  • Assist in managing the product sample process for sales meetings, trade shows, and customer requests.
  • Contribute to cross-functional projects, representing the voice of the shopper and the retail environment.

Required Skills & Competencies

Hard Skills (Technical)

  • Trade Marketing Strategy & Planning: Proven ability to develop and execute marketing plans tailored to specific retail channels.
  • POS/POP Material Development: Experience managing the creation and deployment of in-store marketing materials.
  • Category Management Principles: Strong understanding of how to use category data to build partnerships with retailers.
  • Syndicated Data Analysis: Proficiency in analyzing data from sources like Nielsen, IRI, or SPINS to generate actionable insights.
  • Budget Management & ROI Analysis: Skill in managing significant budgets and measuring the financial impact of marketing activities.
  • Trade Promotion Management (TPM): Familiarity with TPM software and processes for planning and tracking trade spend.
  • Project Management: Excellent organizational skills to manage multiple projects with competing deadlines.
  • Advanced PowerPoint & Excel: Ability to create compelling presentations and perform complex data analysis.

Soft Skills

  • Cross-Functional Collaboration: Ability to work effectively with diverse teams, including sales, marketing, and operations.
  • Communication & Presentation: Exceptional skills in conveying ideas clearly and persuasively to various audiences.
  • Negotiation & Influence: Adept at influencing stakeholders and negotiating favorable terms with partners and vendors.
  • Analytical & Strategic Mindset: Capacity to see the bigger picture, connect data points, and formulate winning strategies.
  • Commercial Acumen: A strong understanding of business, sales, and the financial levers that drive profitability.
  • Creativity & Problem-Solving: A knack for developing innovative solutions to commercial challenges.
  • Adaptability & Resilience: Thrives in a fast-paced environment and can pivot strategies as needed.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree

Preferred Education:

  • Bachelor's or Master's Degree

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Communications

Experience Requirements

Typical Experience Range: 3-5 years of relevant experience in trade marketing, shopper marketing, sales, or category management, preferably within the CPG, FMCG, or consumer electronics industry.

Preferred: Direct experience working with major national retail accounts (e.g., Walmart, Target, Kroger, Home Depot) and a proven track record of successful in-market activations are highly desirable.

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