– Trade Marketing Manager

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. Drive sales and distribution growth, develop the portfolio, support new product launches, and ensure effective use of trade spends and field assets.

Key Responsibilities

1. 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.

Must Have

- Deliver the primary sales and focus town NSV plans.
- Grow the LOTTE product portfolio through effective distribution, visibility and outlet-level execution.
- Drive distribution and revenue contribution from new product development (NPD).




- Plan and monitor trade schemes to generate volume growth and use allocated spends effectively.
- Track outlet performance against the previous year and take action to improve growth.
- Monitor trade spends, rate differences and DEDC expenses against approved budgets.
- Ensure active field assets are verified and scanned regularly.
- Plan asset scanning with field teams, track completion and close gaps.
- Review sales, distribution, NPD and trade spend performance regularly, and coordinate with relevant teams to address gaps.

Key Competencies

Sales oriented experience:

- Sales planning and execution
- Distribution and outlet management
- Trade spend planning and monitoring
- NPD launch execution
- Data analysis and performance tracking
- Field team coordination and stakeholder management

Solid 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 strong 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.

📌 Trade Marketing Manager (Ahmedabad)
🏢 Enjobs.net
📍 Ahmedabad