Trade Marketing Manager

Trade Marketing Manager Gujarat

Location: Gujarat (Field-based; HQ flexible Ahmedabad preferred)

Function: Sales & Marketing (General Trade Focus)

Reporting To: VP Marketing

Role Objective

Own in-market execution of brand and trade programs across Gujarat. Ensure the brand shows up hard and consistently at the distributor, wholesaler, and kirana level. This is not a desk job. Success is measured by visibility, availability, and off-take.

Key Responsibilities

1. Trade Execution & Visibility

• Plan and execute state-wide trade marketing calendar (posters, danglers, dealer boards, baskets, racks, wall paintings).
• Ensure 100% rollout discipline: right material, right outlet, right time.
• Audit in-store visibility weekly; fix gaps fast.
• Own execution quality in rural, semi-urban, and urban GT outlets.

2. Distributor & Retailer Programs

• Design and run trade schemes for distributors, wholesalers, and retailers (visibility-linked, not free-bie driven).
• Coordinate distributor launches, town activations, and beat-level promotions.
• Ensure schemes are simple, profitable, and actually executed on ground.

3. New Launch & Market Expansion

• Lead new town / new district launches: pre-launch setup, launch day activation, and post-launch momentum.
• Work with sales to ensure launch hygiene: stock, displays, signage, and sampling where required.

4. Sales Force Enablement

• Train distributor salesmen and company sales reps on:
• Brand story
• SKU logic
• Scheme communication
• Display standards
• Create simple trade decks, WhatsApp creatives, and field guides (Gujarati-first).

5. Budget & ROI Control

• Own Gujarat trade marketing budget.
• Track spend vs outcome (visibility per rupee, outlet coverage, sales lift).
• Cut waste. Double down on what moves product.

6. Market Intelligence

• Track competitor activities (pricing, schemes, visibility, launches).
• Feed real ground insights to sales and marketing leadership.
• Identify local opportunities: fairs, melas, festivals, high-velocity markets.

Key KPIs

• Outlet visibility coverage (% outlets with brand assets)
• On-time rollout of trade programs
• Distributor & retailer participation rate
• Off-take uplift during schemes
• Cost per visible outlet
• Speed of execution (idea market)

Candidate Profile

Must-Have

• 5–8 years experience in Trade Marketing / Sales Operations in FMCG
• Strong exposure to General Trade in Gujarat
• Deep understanding of kirana economics
• Fluent in Gujarati (mandatory)
• Comfortable traveling extensively (this is a field job)

Good to Have

• Experience launching new brands or SKUs
• Rural GT exposure
• Experience with low-budget, high-impact execution

Mindset We Want

• Execution > PowerPoint
• Speed > Perfection
• Street-smart, not theory-heavy
• Comfortable getting hands dirty
• Respected by distributors, not feared

What This Role Is NOT

• Not a digital marketing role
• Not an agency coordination desk job
• Not ATL brand advertising

This role wins the shelf, wins the wall, and wins the retailer’s mind.

Compensation

• Competitive fixed + performance-linked variable
• Travel expenses covered
• Growth path to State Marketing Head / Regional Commercial Role