To drive trade and consumer marketing initiatives across multiple states in North India, with a strong focus on designing impactful consumer promotions, enhancing brand visibility, and driving sales performance through effective on-ground execution and strategic alignment with business goals.
Key Responsibilities
1. Trade & Consumer Marketing Strategy
- Develop and implement regional trade marketing strategies aligned with overall company objectives
- Design and execute impactful consumer promotions to drive over-the-counter sales
- Drive customer marketing initiatives to enhance brand visibility and market share
2. Regional Market Management
- Manage multiple states across North India with deep understanding of regional dynamics (including UP markets)
- Customize activation and promotion strategies based on local consumer behaviour and regulatory environment
3. Brand Activation & Visibility
- Execute trade marketing and brand activation strategies to strengthen market presence
- Drive large-scale visibility campaigns across retail outlets to maximize outreach
- Ensure effective deployment of POSM and in-store branding initiatives
4. New Product Launches
- Plan and execute successful market entry strategies for current brand launches
- Collaborate with sales and distribution teams to ensure strong launch execution and penetration
5. Sales Collaboration
- Work closely with sales teams to drive volume growth and improve off-take
- Develop promotional campaigns that generate leads and enhance sales performance
6. Budgeting & ROI Management
- Manage and allocate regional trade marketing budgets effectively (including high-value promotion spends)
- Plan and monitor BDP (Brand Development Plan) and campaign budgets ensuring optimal utilization
- Track ROI of campaigns and optimize strategies accordingly
7. Agency & Stakeholder Management
- Collaborate with internal teams and external agencies to ensure seamless execution
- Align marketing initiatives with broader organizational objectives
Key Requirements
- Experience: 6–10 years in Trade Marketing / Consumer Marketing (Alco-Bev / FMCG preferred)
- Geography Exposure: Strong experience in North India, especially Uttar Pradesh markets
- Education: Graduate / MBA/PGDM (Marketing preferred)
Skills & Competencies
- Strong expertise in consumer promotions and trade marketing execution
- Proven ability to manage large-scale activations and multi-location campaigns
- Budget management and ROI-driven decision making
- Cross-functional collaboration and stakeholder management
- Strong understanding of retail and distribution ecosystem
Preferred Background
- Experience in Alco-Bev industry with exposure to state-wise regulations
- Proven track record of:
- Executing large-scale retail visibility campaigns (5000+ outlets)
- Managing high-value budgets (multi-crore range)
- Launching new brands and driving successful market entry