Trade Marketing Manager

Position Title: Trade Marketing Manager

Function: Sales

Educational Qualification: MBA from a Premier Institute

Experience: 3 to 5 years, Prior experience in an ASM, Trade Marketing or GTM role )

Position Overview (Scope Of The Role & Outcomes)

The role is responsible for channel program management & extraction, GTM execution in the

region, Brand activation planning & co-ordination& execution, Managing trade spends &spend

optimization, Competitive Intelligence gathering, Coordination with external vendor(s) for

implementation of plans.

Key Stakeholders

Internal : Product Managers, SDM Team, Commercial team, Replenishment team.

External : Key Accounts, Vendors, Aws, Retailers, Wholesalers, Channel Partners

Key Responsibilities

Channel Management

• Plan monthly activities and set targets by channel and by outlets. Co-ordinate programs to

improve extraction from these important customers.

• Manage and periodically review customer engagement programs for wholesalers and Key

Accounts to ensure effective business extraction and good relationship management with these

important customers to ensure a steady growth in business.

• Manage Strategic Recruitment & Expansion of outlets into the channel programs. Reviewing

the Channel programs in a periodic manner and ensuring corrections to sharpen the programs.

Go to Market Strategies

• Execute Go to market strategy for Biscuits, Cakes, Rusks & Dairy and should also handle the

launch of new categories. Monitor brand level activities to ensure it meets targets. Design the

volume plans with the Demand Planning team & Brand Team and also plan the stock norms by

AW. Plan tasks for frontline in order to meet targets.

• To Partner with Brand Team on the Innovation / Restage Journey of Britannia Products.

Identify Market / Category Opportunities and Growth Drivers for the business. Bring in Sales

Insights on Planning & Developing In-Shop Visibility to Induce Trial & Preference for Britannia

products.

• Build Trade & Team Energizers to Propel GTM delivery for Britannia Products.

Communicate and Hand Hold Effective GTM Execution in Market along with the Sales

Operating Team. Manage GTM Cost Lines and Ensure Optimum Utilization with a Clear Sight

of Return-on-Investment. Co-ordinate with the Sales team in activating key factors like Stock

Norms upload, Billing plan for the GTM.

• Set up effective review and tracking mechanism to ensure desired results. Develop Strategic

Operating Practices to drive GTM Execution Rigor & Discipline through IT & Process Thought-

Leadership. Liaison with Supply Chain for Sales Forecasting Month-on-Month

Managing Trade Spends

• Plan the trade spends for the month by state by territory
• Trade Schemes to be planned in line with the Market share objectives, Market challenges &

Opportunities, Competition activity, trendiness.

• Review and manage the trade spends within the allocated budget
• Provide Inputs to operating team to best utilize Trade Schemes.

Manage and develop Vendors for purchasing articles, branding elements etc for Trade

Marketing Activity

• Collect & maintain data about specific vendors for different elements & materials
• Communicate timely & effectively for purchasing / preparation of material, gifts & branding

elements etc.

• Coordinate with the Vendor agency for timely delivery of required collaterals.
• Coordinate POs & payment of vendor. Co-ordinate Salary payouts to merchandisers and also

review & track the attendance of the merchandising teams.

Develop & execute regional level BTL programs, channels, and trade and brand activations

• Analyse internal & external data to identify area of opportunities & challenges.
• Plan & provide support for activations based on Sales requirement
• Also Plan for

Activation during festivals

On-ground brand-led activations

Channel activations

Geography activations