Description: Job Title: Manager - Consumer Activation & Trade Marketing Industry: Luggage Location: Mumbai Experience: 5-12 years Education: MBA / PGDM from Premium B-Schools only.

Role Overview: We are looking for a high-impact Consumer Activation & Trade Marketing professional to drive brand visibility, retail excellence, and consumer engagement for a leading luggage and travel gear brand. The role focuses on building strong in-store presence, driving conversion at point of sale, and executing consumer-facing activations across retail channels including modern trade, general trade, travel retail, and e-commerce offline touchpoints.

Key Responsibilities: Consumer Activation:

- Plan and execute consumer engagement campaigns to drive brand trial and preference in the travel/lifestyle category - Develop activation strategies across malls, airports, travel hubs, retail stores, and experiential zones - Execute BTL activities including product demonstrations, roadshows, kiosks, and seasonal campaigns (travel seasons, festive periods) - Create impactful consumer journeys aligned to travel lifestyle positioning - Measure activation effectiveness and optimize based on ROI and conversion data Trade Marketing:
- Design and implement trade marketing strategy across GT, MT, and specialty luggage retail channels - Drive solid in-store visibility through planograms, displays, signage, and POSM execution - Ensure premium brand presence at travel retail points (airports, travel stores, large format retailers) - Collaborate with sales teams to improve secondary sales through trade-led initiatives - Manage trade schemes,



retailer incentives, and channel promotions Retail & Channel Execution:
- Work closely with regional sales teams to ensure flawless execution at store level - Strengthen relationships with retail partners and distributors - Identify high-potential stores and implement focused growth interventions - Monitor shelf share, visibility compliance, and competitor activity Brand & Stakeholder Collaboration:
- Coordinate with brand marketing team to align activations with seasonal campaigns and product launches - Manage external agencies for retail branding, events, and activation execution - Liaise with airport retailers, travel stores, and premium retail chains for brand presence Analytics & Reporting:
- Track trade spend efficiency, activation ROI, and sales uplift - Conduct market visits and competitive benchmarking - Provide insights to improve retail execution and consumer engagement strategy Required Skills & Competencies:
- Strong experience in trade marketing / BTL / consumer activation - Exposure to retail-heavy categories (FMCG, travel gear preferred) - Strong execution capability with attention to detail in retail environments - Excellent stakeholder management and negotiation skills - Analytical mindset with ability to link activation to sales outcomes - High ownership and ability to manage multi-city campaigns Preferred Profile:
- MBA/PGDM from premium B-schools - Experience in FMCG.
- Prior exposure to airport retail / travel retail / modern trade is a strong plus - Experience managing large-scale consumer activation budgets

📌 Trade Marketing Manager (Mumbai)
🏢 VIP Industries
📍 Mumbai