Head Trade Marketing

Position Title: Head Trade Marketing

Job Grade: AGM

Client: Som Distilleries & Breweries Ltd

Purpose of the Position (Job Summary):

The Head of Trade Marketing is responsible for leading the national Trade Marketing, Sales, and Distribution function. This role demands strategic leadership to drive brand activation, optimize trade investments, enhance distribution efficiency, and ensure alignment of trade marketing initiatives with the companys overall business objectives. The incumbent will collaborate closely with the Marketing team to design and execute trade-focused strategies that support brand growth and market expansion.

Core Responsibilities (Technical / Operational):

1. Trade Marketing Strategy Development

   Define and lead strategies across categories to drive business goals.

2. Financial & Sales Target Management

   Monitor and ensure achievement of sales and financial targets, implementing corrective actions when necessary.

3. Pricing & Discounts Compliance

   – Maintain alignment between trade strategies and approved pricing/discount frameworks.

4. Trade Marketing Budget Management

   – Oversee trade marketing budgets across regions, ensuring fiscal discipline and vendor coordination.

5. National Key Account Engagement

   – Build and nurture relationships with national on-trade accounts; create customer-aligned programs.

6. Sales & Trade Alignment

   – Ensure seamless integration between sales and marketing initiatives to boost brand visibility.

7. Market Intelligence & Process Improvement

   – Gather and analyze real-time market insights on pricing, packaging, brand perception, and supply chain efficiency.

8. Distribution & Logistics Management

   – Optimize national distribution strategies to reduce cost and enhance operational performance.

9. Stock & Inventory Control

   – Supervise warehouse and inventory operations to minimize losses and ensure fulfillment efficiency.

10. Trade Compliance & Documentation

    – Ensure strict adherence to all legal and regulatory requirements nationwide.

People Management Responsibilities:

1. Build and develop a high-performing trade marketing team through structured capability-building initiatives.
   
2. Set clear, measurable individual and team objectives aligned with business goals.
   
3. Drive cross-functional collaboration with Sales, Marketing, Finance, and Manufacturing to enable seamless execution of trade strategies.
   
4. Manage relationships with external vendors, marketing agencies, and distribution partners to drive impactful activations.
   
5. Uphold company policies, ethical business practices, and the organization's code of conduct.
   

Decision-Making Responsibilities:

1. Budget & Trade Spend Management

   – Allocate and manage budgets for schemes, discounts, and activations.

2. Strategic Trade Planning

   – Approve national/regional trade marketing programs and campaigns.

3. Distributor & Key Account Engagement

   – Finalize trade promotions and investments with distributors and key accounts.

4. Vendor & Logistics Management

   – Approve contracts with third-party logistics, distributors, and marketing agencies.

5. Team & Performance Management

   – Drive hiring, training, performance evaluation, and succession planning for the team.

Key Skills Required:

• Trade Marketing & Sales Expertise

  – Strong understanding of retail trade, consumer behavior, and channel strategies.

• Analytical & Strategic Thinking

  – Proficiency in interpreting data and crafting impactful trade strategies.

• Financial & Budget Management

  – Hands-on experience managing large trade budgets with cost efficiency.

• Negotiation & Stakeholder Management

  – Proven ability to engage with key accounts and partners.

• Operational Excellence

  – Ability to streamline trade marketing operations and ensure flawless execution.

• Innovation & Problem-Solving

  – Aptitude for designing creative programs and solving market challenges.

Experience Required:

• 12–15 years of experience in Channel Trade Marketing.
  
• Minimum

  3+ years of experience in the AlcoBev industry

  .
• Experience leading Trade Marketing, Sales & Distribution at a

  national level in a mid-sized company

  or

  regional level in a large organization

  .

Educational Qualification:

• MBA in Sales & Marketing from a Tier 1 or Tier 2 institute.
  

Core Values Expected:

• Customer Centricity
• Quality
• Teamwork
• Innovation
• Strong Interpersonal Relationships