Trade Marketing Lead

1. Visibility Management & Retail Execution

· Lead the development and execution of visibility plans across modern trade, traditional trade, and e-commerce.

· Ensure visibility compliance through monthly audits and store performance reviews.

· Manage planograms, POSM deployment, branding materials, and perfect-store standards.

· Conduct frequent market visits to evaluate retail execution and competitor activities.

· Lead mystery shopper programs and guidelines compliance tracking.

2. Trade Activation & ROI Delivery

· Plan and execute in-store activations, sampling programs, and brand events to increase product awareness and conversion.

· Track activation KPIs including ROI, cost-per-engagement (CPE), conversion uplift, and customer engagement.

· Develop annual activation playbooks and post-activation performance reports.

· Lead co-funded retail activities and ensure alignment with retailers' marketing calendars.

· Optimize activation tactics through data-driven insights and shopper behavior analysis.

3. Retail Coverage Expansion

· Develop and implement retail coverage expansion strategies across key territories.

· Identify and onboard new outlets, distributors, and retail partners.

· Lead coverage mapping to ensure optimized route-to-market efficiency.

· Deploy visibility kits and merchandising tools to boost coverage quality.

· Monitor distribution KPIs including active stores, availability, and kit convergence.

4. In-Store Conversion Optimization

· Drive conversion-focused programs such as demo days, bundle offers, and sales promotions.

· Work closely with promoters to improve demo-to-sale ratios and shopper engagement scores.

· Develop effective POS storytelling strategies and offer mechanics.

· Monitor sales uplift per activity and optimize tactics for higher conversions.

· Continuously refine shopper experience initiatives based on customer insights.

5. Promoters Program alignment & Staff Training

· Participate and contribute in promoters training programs to enhance product knowledge and selling skills.

· Develop training material combining product, brand, and shopper behaviour insights.

· Monitor promoter performance through KPIs (conversion, presence, compliance).

· Ensure execution of JBP (Joint Business Plan) requirements in coordination with retailers.

· Improve staff capability to deliver premium customer experiences.

6. Cross-functional Collaboration & Reporting

· Work closely with the sales, category, marketing, and supply chain teams to align trade strategies.

· Prepare weekly, monthly, and quarterly trade reports covering visibility, activation ROI, execution
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scores, and coverage performance.

· Manage trade marketing budgets, ensuring cost efficiency and ROI.

· Participate in annual brand planning, forecasting, and go-to-market (GTM) strategies.

Lead retailer negotiations related to visibility space, activations, and JBP agreements

Job Specification

· Bachelor's degree in marketing, Business Administration, or a related field.

· –7 years of experience in Trade Marketing, Shopper Marketing, or Retail Execution (preferably in Appliances, or Consumer Electronics).

· Strong knowledge of retail environments, shopper behavior, and trade channels.

· Experience managing in-store activations, promotions and visibility execution.

· Strong analytical skills with the ability to translate insights into strategies.

· Excellent communication and negotiation abilities.

· Strong project management and organizational skills.

· Proficiency in Microsoft Office and trade marketing reporting tools.

• Ability to work cross-functionally with Sales, Marketing, and Operations teams
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