Senior Trade Marketing Manager

About the Job

Employment Type: Full-time

Role Summary:

The Senior Marketing Manager (Trade & Consumer Marketing) leads integrated brand growth by driving both trade marketing excellence (in-store + key account programs) and consumer marketing (demand generation, campaigns, and brand building). This role owns the development and execution of market-ready plans that increase sell-in, sell-through, and share, while strengthening brand equity and customer loyalty across channels (modern trade, general trade, pet specialty, and e-commerce, where applicable).

Key Result Areas (KRAs):

Trade Marketing Strategy & Execution:

• Build and execute the annual trade marketing plan aligned to commercial targets and channel priorities.
• Develop channel-specific programs (promos, bundles, merchandising, displays, planograms, sampling, trade events) that drive visibility and conversion.
• Lead joint business planning support with Key Accounts/Sales and ensure strong in-market execution.
• Set trade promo mechanics and ensure operational readiness (briefs, timelines, POSM, allocations, sell-out tracking).
• Strengthen distributor/retailer collaboration and ensure brand standards are upheld across touchpoints.

Consumer Marketing & Brand Campaigns:

• Own consumer campaign planning from insight to execution (product launches, seasonal campaigns, always-on initiatives).
• Define key messages, audience segmentation, and channel mix to grow awareness, trial, and repeat purchase.
• Partner with performance/e-commerce and content teams to ensure integrated consumer journeys online and offline.
• Manage influencer/KOL and community initiatives (as applicable) to build credibility and engagement.
• Ensure consistent brand identity, guidelines, and creative quality across markets/channels.

Go-to-Market Planning & Cross-Functional Leadership:

• Lead end-to-end GTM for new products and initiatives: positioning, pricing inputs, channel strategy, key selling points, and activation.
• Work closely with Sales, E-commerce, Product, Supply Chain, and Finance to align forecasts, promo volumes, and launch readiness.
• Translate consumer and market insights into actionable strategies and playbooks for execution teams.

Performance, Budget & Reporting:

• Own budget planning for trade and consumer marketing and ensure ROI discipline.
• Track and report key KPIs (sell-out uplift, promo ROI, market share, distribution, visibility scores, brand health metrics).
• Create post-campaign reviews and implement continuous improvement based on results and insights.
• Build simple, scalable toolkits (brief templates, activation guides, reporting dashboards) to improve speed and consistency.

Ad Hoc / Special Projects:

• Support strategic projects such as partnerships, events, market expansion, category studies, and capability building.

Key Deliverables:

• Annual Trade Marketing Plan + channel calendars
• Consumer campaign calendar (launches, seasonal activations, always-on)
• Retail activation toolkits (POSM guidelines, promo mechanics, planograms/visibility standards)
• GTM packs (positioning, messaging, channel activation plan)
• Monthly performance dashboards and post-campaign ROI reviews

Qualifications & Experience:

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 5+ years of marketing experience with strong exposure to Trade Marketing and Consumer Marketing (FMCG, retail, pet, beauty, health, or similar industries preferred).
• Proven track record of delivering measurable results in retail execution, promotions, and consumer campaigns.
• Experience working cross-functionally with Sales/Key Accounts and managing agencies/suppliers.

Skills & Competencies:

• Deep understanding of shopper behavior, channel dynamics, and retail execution levers.
• Strong campaign planning capability (insight → strategy → execution → measurement).
• Commercial acumen: understands pricing, margins, promo ROI, and sell-through drivers.
• Strong project management: can run multiple timelines with internal/external stakeholders.
• Excellent communication and briefing skills; can translate strategy into clear action plans.
• Data-driven mindset with strong Excel/Sheets; dashboard/reporting literacy a plus.