To lead trade marketing efforts by managing dealer and channel networks, driving brand visibility at retail, and executing effective promotional activities. The role involves collaboration with cross-functional teams, managing channel partner relationships, conducting competitive analysis, and implementing in-store marketing initiatives to drive sales.
Principal Accountabilities:
Strategic Responsibilities:
- Develop and implement trade marketing strategies to enhance market share through effective channel management and promotional activities at retail.
- Conduct competitor analysis in terms of dealer activities, market presence, and in-store branding.
- Drive brand visibility and product positioning across all channels and retail points.
- Work closely with the Sales team to align trade marketing initiatives with sales objectives.
- Develop and execute regional trade promotions, dealer incentives, and other marketing campaigns to increase channel effectiveness and brand awareness.
Operational Responsibilities:
- Manage and expand the dealer and distributor network to increase market reach.
- Oversee trade promotions, in-store displays, and sampling campaigns to increase product visibility and sales at retail outlets.
- Coordinate with regional teams (RMs & ZMs) to ensure successful execution of trade marketing activities across regions.
- Monitor the effectiveness of trade marketing campaigns, including in-store execution, and make necessary adjustments based on performance.
- Ensure timely distribution of marketing materials, samples, and promotional collaterals to channel partners and retail outlets.
Market Intelligence & Competitor Analysis:
- Conduct ongoing market research to track competitor activities, pricing strategies, and retail promotions.
- Provide insights and recommendations to optimize pricing strategies, promotional offers, and new product development based on competitor trends.
- Analyze market share and retail performance to identify areas of opportunity for brand growth.
Brand Management & Visibility:
- Lead efforts to ensure the brand has strong visibility at key retail points, including ensuring proper display, signage, and promotional activities.
- Execute brand positioning strategies across all channels to build customer loyalty and preference.
- Work closely with sales teams to ensure promotional strategies align with broader sales goals.
Cross-Functional Collaboration:
- Collaborate with Sales, Product Development, and Operations teams to align trade marketing campaigns with overall company objectives.
- Partner with RMs and ZMs to drive successful trade marketing campaigns and ensure timely execution across regions.
Sampling & Collateral Management:
- Manage the distribution and usage of trade marketing collateral and samples for maximum visibility at retail and dealer locations.
- Optimize costs of promotional activities while maintaining effectiveness.
Qualifications & Experience Required:
- Bachelor's degree in Marketing, Business, or related field.
- 15+ years of experience with at least 10 years in the Building Materials industry.
Skills Required for the Job:
- Expertise in Trade Marketing, brand visibility, and channel development.
- Strong understanding of retail marketing, in-store promotions, and dealer incentives.
- Excellent communication and collaboration skills for working across teams and managing dealer relationships.
- Strong analytical skills for pricing, competitor analysis, market research, and campaign optimization.
- Ability to handle multiple tasks and prioritize effectively.
- Leadership skills for managing channel partners and motivating cross-functional teams.
Skills
brand visibility
channel development
Strong analytical skills
competitor analysis
Market Research Project Management
collaboration skills
Excellent communication
