Trade Marketing Manager

Job Summary

The Trade Marketing Manager is responsible for developing and executing strategies that drive sales growth through impactful BTL (Below-the-Line) initiatives across the South and West regions. The role involves planning, implementing, and monitoring trade-focused programs, ensuring alignment with business objectives while maintaining compliance and brand integrity.

Key Responsibilities:

• Develop and implement trade schemes to support achievement of regional AOP targets.
• Plan, organize, and oversee trade promotions, events, roadshows, and localized marketing initiatives within approved budgets.
• Define go-to-market strategies for new product launches and take ownership of related KPIs.
• Partner with sales teams to ensure BTL activities complement overall sales goals.
• Ensure all trade marketing activities comply with relevant legal and regulatory standards.
• Measure and evaluate the ROI and impact of trade and BTL programs, providing actionable insights.
• Track competitor activities, pricing, and promotional schemes for effective benchmarking.
• Provide coaching and guidance to team members to ensure strong execution capabilities.
• Conduct market intelligence and research to analyze trade behavior, customer preferences, and emerging trends.
• Safeguard brand identity by ensuring consistency across all BTL executions.
• Stay informed about evolving marketing practices, technologies, and innovations within the trade marketing space.

Qualifications and Experience:

• MBA in Marketing or Business Management (preferred).
• 7+ years of experience in Trade Marketing, BTL activities, or sales promotions, preferably within Sanitaryware, FMCG, Building materials, or Consumer durables.
• Strong exposure to South and West India markets, with a deep understanding of dealer networks, distributor operations, and retail dynamics in these regions.
• Proven ability to plan and execute trade schemes, promotional campaigns, and new product launch strategies.
• Analytical and data-driven, capable of measuring campaign ROI, evaluating trade performance, and recommending improvements.
• Skilled in market research, competitor benchmarking, and deriving actionable trade insights.
• Excellent communication, presentation, and stakeholder management skills, with the ability to collaborate effectively with sales teams, dealers, and distributors.
• Strong project management and budgeting skills to ensure high-quality execution within defined limits.
• Ability to lead, mentor, and motivate teams for effective trade marketing implementation.
• Willingness to travel extensively to monitor on-ground trade activities, dealer outlets, and market events.