Senior Manager - Trade Engagement

Job Description

Key Responsibilities: 1. Distributor Engagement & Development Design and execute structured distributor engagement programs to boost retention and drive ROI. Deploy and monitor loyalty and reward mechanisms tied to secondary growth and adherence to GTM practices. Conduct partner segmentation based on revenue, geography, and product categories for sharper interventions. 2. Market Execution & Retail Influence Drive programs that strengthen retail-level visibility, staff advocacy (retail salesmen, counter boys), and outlet-wise performance. Partner with the GT field team to run micro-market activations and localized trade campaigns. Drive distribution expansion within General Trade. 3. Trade Analytics & Reporting Leverage DMS and secondary sales data to identify gaps in engagement and coverage. Develop dashboards to track distributor participation, scheme effectiveness, reward redemption, and channel feedback. 4. On-Ground Program Implementation Collaborate closely with regional GT heads and area teams to roll out and scale engagement initiatives. Manage agency partners and vendors for program deployment, logistics, and communication. 5. Capability Building & Feedback Loops Enable distributor training modules on schemes, service expectations, and channel tech adoption. Build robust feedback mechanisms to continuously improve program design and field relevance. Key Competencies: Deep understanding of General Trade distribution frameworks and partner expectations. Strong data orientation ability to analyze DMS data and derive trade-level insights. Execution-focused, with the ability to manage multiple region-wise activations simultaneously. Relationship builder – credible with frontline sales teams, distributors, and trade stakeholders. Familiarity with loyalty platforms, CRM tools, and field force automation systems is a plus. Experience & Qualifications: MBA in Sales/Marketing or a graduate with proven distribution experience. 8–12 years in General Trade, Sales Development, Distribution Engagement, or Trade Marketing roles. Must have led large-scale trade or distributor engagement programs at a regional or national level. Industry exposure in FMCG, Consumer Durables, or Apparel Distribution strongly preferred. Should be able to handle large datasets and have strong presentation skills.