Head - Trade Marketing & Channel Strategy - FMCG (12-18 yrs)

Head - Trade Marketing & Channel Strategy - FMCG

Role Overview:

- The Head of Trade Marketing & Channel Strategy will be responsible for developing and executing trade marketing strategies, optimizing channel management, and enhancing brand visibility across General Trade, Modern Trade, E-Commerce, and HORECA.

- This leadership role requires a strategic thinker who can drive growth, improve retail execution, and maximize ROI on trade marketing investments.

Key Responsibilities:

Trade Marketing Strategy:

- Develop and execute trade marketing plans aligned with business objectives to drive sales growth and brand penetration.

- Define and implement BTL (Below-the-Line) marketing activities, including in-store activations, merchandising, and promotions.

- Allocate and optimize trade marketing budgets to ensure maximum ROI.

Channel & Category Development:

- Drive channel strategy across General Trade (GT), Modern Trade (MT), E-Commerce, and HORECA to maximize market coverage and profitability.

- Identify and develop category growth opportunities by analyzing shopper behavior and market trends.

- Work closely with sales and category teams to ensure trade execution excellence.

Retail Execution & Visibility:

- Develop and execute visibility strategies to enhance in-store presence across all channels.

- Ensure brand positioning is consistent with market requirements and customer expectations.

- Oversee planogram development, POS materials, and in-store branding.

Distributor & Channel Partner Engagement:

- Design and implement trade schemes, incentive programs, and loyalty initiatives for distributors and retailers.

- Build strong relationships with key retail partners to drive mutual business growth.

- Conduct regular market visits to assess execution and address operational gaps.

Performance Tracking & Insights:

- Monitor trade marketing KPIs such as sales uplift, ROI on activations, and market share growth.

- Utilize data-driven insights to refine trade marketing and channel strategies.

- Collaborate with the sales and finance teams to ensure trade promotions are optimized for profitability.

Skills & Qualifications:

- 12-18 years of experience in Trade Marketing & Channel Strategy in the FMCG sector.

- Strong understanding of General Trade, Modern Trade, E-Commerce, and HORECA dynamics.

- Proven experience in BTL activations, merchandising, and shopper marketing.

- Ability to develop and implement high-impact trade marketing programs.

- Strong analytical skills with expertise in market insights and retail execution.

- Excellent stakeholder management and cross-functional collaboration skills.

- MBA/PGDM in Marketing, Business Management, or a related field preferred.