Trade Marketing Executive

Role Purpose

Drive the in-store and channel execution of brand and category plans across Modern Trade and Traditional Trade. Translate category strategy into shopper-facing trade marketing programmes – promotions, point-of-sale, and visibility – that grow off-take, market share, and trade ROI. Act as the link between Marketing and Sales, ensuring every activation lands at shelf on time, on budget, and on brand.

Reporting & Scope

·       Reports to: Trade Revenue and Growth Manager

·       Scope: Retail channels – Modern Trade and Traditional Trade

·       Key interfaces: Brand Marketing, Sales, Category Management, Finance, Supply Chain, Agency & POSM partners

Key Responsibilities

·       Trade Marketing Planning: Develop and execute channel- and customer-specific activation calendars aligned to brand and category priorities

·       Promotions & ROI: Plan, brief, and evaluate promotions; track trade spend and report promotional ROI to optimise future investment

·       In-Store Visibility: Manage POSM development, planogram compliance, and secondary displays to maximise share of shelf and standout

·       Shopper Activation: Deliver shopper marketing programmes and in-store events that drive trial, conversion, and basket size

·       Performance Tracking: Monitor sell-out, distribution, and share data; turn insights into corrective actions with field and sales teams

·       Cross-functional Coordination: Align Marketing, Sales, and Supply Chain on activation timing, stock, and budget to ensure flawless execution

Education And Experience

·       Bachelor’s degree in Business, Marketing, Commerce, or related field (preferred)

·       Diploma or certification in Trade / Shopper Marketing (an advantage)

·       3–5 years in FMCG trade marketing, channel marketing, or field sales roles

·       Hands-on experience planning, briefing, and evaluating promotions and POSM

·       Experience activating across Modern Trade and Traditional Trade channels

·       Working knowledge of shopper insights, category data, and trade spend management

·       Proficiency with sales analytics tools, agency briefs, and Excel/ERP reporting

       Key Competencies

·       Execution Excellence – Delivers activations at shelf on time, on budget, and on brand

·       Commercial Awareness – Understands trade spend, ROI, and channel economics

·       Shopper & Channel Insight – Translates category and shopper data into actionable in-store plans

·       Analytical Rigour – Data-driven evaluation of promotions, distribution, and share

·       Collaboration & Influence – Aligns Marketing, Sales, and partners around shared goals