The Trade Marketing Head will lead the organization's Trade Marketing function across India, driving best-in-class execution for both On-Trade and Off-Trade channels. The role is responsible for developing trade marketing strategies, retail visibility, channel activation, customer engagement programs, merchandising standards, and commercial excellence that strengthen brand presence and accelerate business growth.

The incumbent will work closely with the Sales, Marketing, Brand, Supply Chain, Finance, Procurement, and Regional Teams to ensure flawless execution of national and regional trade initiatives while maximizing return on investment.

Key Responsibilities

Trade Marketing Strategy

Develop and execute the annual trade marketing strategy aligned with business objectives, brand priorities, and sales growth plans across India.

Channel Development

Build differentiated trade marketing programs for On-Trade, General Trade, Modern Trade, Key Accounts, Duty-Free, and Institutional channels.

Retail Visibility & Merchandising

Drive national visibility standards including POSM, gondolas, premium displays, branded fixtures, illuminated signage, merchandising assets, and outlet branding.

Consumer & Trade Activations

Lead consumer promotions, tasting programs, bartender engagement, outlet activations, festivals, events, and BTL campaigns to drive trial and brand recall.

Trade Promotions & Schemes

Design and implement effective trade schemes, retailer loyalty programs, distributor engagement initiatives, and incentive programs to improve market performance.

Sales Enablement

Partner with Sales Leadership to create execution tools, market programs, launch kits, visibility plans, and retail solutions that improve sales productivity.

Current Product Launches

Develop Go-to-Market (GTM) plans for new product launches including trade communication, merchandising, visibility, launch activations, and execution calendars.

Category & Shopper Insights

Analyze consumer behavior,



outlet segmentation, shopper insights, and category trends to create impactful trade marketing initiatives.

Budget & ROI Management

Own the national trade marketing budget, ensuring optimum utilization, cost control, and measurable ROI across all initiatives.

Vendor & Agency Management

Lead selection, negotiation, and management of creative agencies, fabrication partners, activation agencies, merchandising vendors, and event partners.

Performance Analytics

Develop dashboards to measure outlet execution, visibility compliance, campaign effectiveness, numeric distribution, weighted distribution, and sales impact.

Cross-functional Leadership

Collaborate with Brand Marketing, Sales, Finance, Procurement, Supply Chain, Regulatory, and Operations to ensure seamless execution.

Innovation & Best Practices

Introduce innovative retail solutions, digital merchandising, experiential marketing, and global trade marketing best practices.

Compliance & Governance

Ensure all trade marketing activities comply with applicable state excise regulations, company policies, and legal guidelines.

People Leadership

Build, mentor, and lead the Trade Marketing team by setting KPIs, driving capability development, and fostering a high-performance culture.

Key Skills & Competencies

- Strong understanding of the Indian Alcoholic Beverage industry
- Expertise in Trade Marketing, Shopper Marketing, and Channel Development
- Deep understanding of On-Trade and Off-Trade business models
- Experience in premium brand merchandising and retail execution
- Strong commercial acumen with analytical and financial planning skills
- Excellent project management and execution capabilities
- Strategic thinking with strong business planning abilities
- Vendor, agency, and stakeholder management expertise
- Advanced knowledge of Excel, PowerPoint, Power BI, and reporting tools
- Outstanding leadership, negotiation, and communication skills
- Ability to manage multiple brands and large-scale trade programs
- Willingness to travel extensively across India

📌 National Trade Marketing Head (Mumbai)
🏢 Cartel Bros Private
📍 Mumbai