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Role Purpose To plan, execute, and evaluate trade marketing initiatives, promotions, visibility programs, and trade loyalty schemes to drive sales growth, improve channel effectiveness, and maximise return on trade marketing investments. The role requires strong analytical capabilities, process orientation, and a sound understanding of sales channels and trade marketing concepts.

Key Responsibilities

- Trade Marketing Promotions & Schemes

- Analyse sales data and market requirements to identify trade promotion opportunities and
- develop an annual/monthly trade marketing calendar.
- Design and execute trade schemes, promotions, and loyalty programs for distributors, retailers,
- and other trade partners.
- Ensure accurate communication and timely implementation of trade schemes across the sales
- network, including field sales teams and PSRs.
- Establish tracking mechanisms to monitor scheme performance and evaluate effectiveness.
- Conduct pre- and post-scheme analysis to measure ROI, incremental sales, cost-benefit, and
- overall business impact.
- Recommend improvements to enhance scheme effectiveness and drive sustainable growth.

2. Visibility & Merchandising
- Plan trade visibility initiatives based on channel, market, and business requirements.
- Develop visibility guidelines and store layouts to ensure consistent brand presence and
- merchandising standards.
- Coordinate allocation and deployment of visibility materials and monitor timely market execution.
- Track visibility effectiveness and recommend corrective actions to improve in-store impact.

3. Data Analytics & MIS
- Analyse sales, channel, distributor, and scheme performance data to generate actionable business
- insights.
- Develop and maintain dashboards, reports, and monitoring mechanisms for trade marketing
- initiatives.
- Identify opportunities for sales automation and reporting improvements in collaboration with the
- MIS team.
- Monitor key performance indicators and share periodic performance reviews with stakeholders.

4.



Budget & Process Management
- Manage the trade marketing budget within approved targets.
- Monitor expenditure, scheme costs, and vendor costs to ensure efficient utilisation of resources.
- Define and communicate trade marketing processes, policies, and protocols.
- Ensure compliance with internal processes, approvals, and budgetary guidelines.

5. Training & Capability Building
- Develop and deliver train-the-trainer initiatives covering sales call processes, merchandising
- identification, and trade scheme execution.
- Track training effectiveness and recommend corrective actions to improve field execution.
- Support sales teams in strengthening their understanding of trade marketing programs and
- processes.

6. Vendor & Stakeholder Management
- Coordinate with external vendors for trade promotions, visibility materials, and related execution
- requirements.
- Work closely with Marketing, Supply Chain, MIS, HR, and Sales teams to ensure effective
- implementation of trade marketing initiatives.
- Monitor vendor deliverables, timelines, quality, and costs.

Key Competencies

- Strong understanding of trade marketing concepts and channel dynamics.
- Excellent analytical, numerical, and problem-solving skills.
- Strong commercial acumen, with an understanding of ROI and cost-benefit analysis.
- Process-oriented approach with robust planning and execution capabilities.
- Effective communication and stakeholder management skills.
- Ability to work independently with minimal supervision.

Candidate Profile

- Experience in Sales, Sales Development, Trade Marketing, or Channel Marketing.




- Prior involvement in trade scheme planning, promotion design, performance tracking, and ROI
- analysis.
- Experience in sales data analysis, MIS reporting, and Excel-based reporting; exposure to sales
- automation tools or Power BI is an advantage.
- Understanding of distributor and retailer networks, merchandising, and visibility programs.
- Exposure to vendor coordination and trade marketing budget management.
- Experience in FMCG, food, beverages, or other distribution-led businesses would be preferred.

Key Success Measures

- Effectiveness and ROI of trade promotions and schemes.
- Incremental sales growth and improved channel performance.
- Timely and accurate execution of trade marketing initiatives.
- Effective utilisation of trade marketing budgets.
- Improved visibility and merchandising compliance.
- Accuracy and timeliness of MIS reporting and performance analysis.

Desired Profile / Criteria / Skills :

Candidate Profile

- Experience in Sales, Sales Development, Trade Marketing, or Channel Marketing.
- Prior involvement in trade scheme planning, promotion design, performance tracking, and ROI
- analysis.
- Experience in sales data analysis, MIS reporting, and Excel-based reporting; exposure to sales
- automation tools or Power BI is an advantage.
- Understanding of distributor and retailer networks, merchandising, and visibility programs.
- Exposure to vendor coordination and trade marketing budget management.
- Experience in FMCG, food, beverages, or other distribution-led businesses would be preferred.

Key Success Measures

- Effectiveness and ROI of trade promotions and schemes.
- Incremental sales growth and improved channel performance.
- Timely and accurate execution of trade marketing initiatives.
- Effective utilisation of trade marketing budgets.
- Improved visibility and merchandising compliance.
- Accuracy and timeliness of MIS reporting and performance analysis.

📌 Manager/Senior Manager Trade Marketing based at Ahmedabad (FMCG co.)
🏢 Talent Leads Consultants
📍 Ahmedabad