Trade Marketing Specialist

VijayawadaDESIGNATION: AM/ MANAGER - OFFPREM ROLE: TRADE MARKETING
DEPARTMENT: SALES LOCATION: AP, Vijaywada
ABOUT THE ROLE
The Trade Marketing role extends the Divisional Trade Marketing function. The primary objective is to
maximize sales, distribution, visibility, and display of Bira91 within the subdivision. Responsibilities
include organizing necessary infrastructure and resources, identifying channel-specific opportunities and
business drivers, creating trade marketing plans within budget, and monitoring trade spending to
achieve business objectives.
Role and Responsibilities:
• Trade Marketing Model Development
✓ Contribute to creating the appropriate trade marketing model.
✓ Determine towns/cities and outlet penetration suitable for current and future business growth in the region.
• Trade Marketing Initiatives
✓ Maintain a relentless focus on dominating the retail universe, ensuring ubiquitous execution
across the area assigned
✓ Develop and execute trade marketing initiatives in coordination with RTMM, NTMM, Marketing,
and Area Managers.
✓ Achieve execution excellence through proper planning, monitoring, and chasing set objectives.
✓ Analyze data to gauge the effectiveness of key activities and promotions through a pre-agreed
control panel.
✓ Use the analysis to fine-tune future activities.
• Display and Merchandising Guidelines
✓ Execute display and merchandising guidelines in every outlet.
✓ Develop display aids and work with local vendors in the region.
• Sales Force Management
✓ Energize the sales force through innovative and exciting incentive plans to help them achieve
challenging goals and exploit market potential.
✓ Secure key sales information from field sales and present business analytics and findings through
planned monthly reviews.
✓ Liaise with sales teams to capture timely and accurate forecasts by channel and feed the
information to RSO/HO.
✓ Analyze data to gauge the effectiveness of key activities and promotions through a pre-agreed
control panel.
✓ Use the analysis to fine-tune future activities.
• Strategic Leadership and Customer Orientation
✓ Provide clear and compelling vision and direction to your team, ensuring that all efforts are
aligned with the company's overall strategic goals.
✓ make informed decisions that drive business growth and enhance competitive advantage.
✓ Foster a culture of innovation by encouraging your team to explore new ideas, technologies, and
approaches that can improve business processes and outcomes
✓ Gain deep insights into customer preferences and behaviors through regular interactions and
feedback mechanisms.
✓ Ensuring that all marketing and sales initiatives enhance the customer experience is a key
responsibility, leading to increased satisfaction and loyalty
✓ Promote a culture of service excellence where the team is committed to exceeding customer
expectations at every touchpoint. Moreover, you will utilize customer feedback to continuously
improve products, services, and processes, ensuring that customer needs are met effectively.
✓ Upholding the highest standards of integrity and ethical behavior in all business dealings is
fundamental to this role.
✓ Responsible for actions and outcomes, encouraging your team to do the same. Promoting
transparency in communication and operations is crucial, ensuring that all stakeholders are well-
informed and aligned
WHO YOU'LL WORK WITH
About the Department Trade Marketing department in Bira91 is responsible for collaborating with both the sales and marketing teams to develop strategies that drive demand at the retail level. Unlike consumer marketing, which focuses on building brand awareness and loyalty among end consumers, trade marketing targets wholesalers, distributors, and retailers. The goal is to ensure that the brand is well-represented and promoted in retail outlets, ultimately driving sales.
About the Function Area - Trade Marketing department in Bira91 plays a crucial role in enhancing
product visibility, availability, and promotional efforts at the point of sale. This involves developing channel strategies tailored to different sales channels, such as supermarkets, convenience stores, and bars, to maximize visibility and drive sales. Merchandising efforts focus on creating visually appealing product displays and POS materials that capture customer attention. The department also plans and executes promotions, discounts, and campaigns customized to trade partners to stimulate sales. Market intelligence is gathered and analyzed to understand market trends, competitor activities, and consumer behavior, informing trade marketing strategies. Additionally, the department emphasizes building and maintaining strong relationships with trade partners, including wholesalers, distributors, and retailers, while also providing them with training and support on product knowledge, merchandising, and
promotional strategies.
Key Stakeholder You will be working closely with Frontline sales team, specific interaction with central marketing, brand and procurement team.
SKILLS REQUIRED
• Qualification & Skill Set
✓ A business degree is preferred.
✓ Understanding of sales systems and processes within Alco Bev/FMCG.
✓ Highly successful track record as Sales Managers /Sales Representative will be preferred.
✓ Local language, Hindi, English.
✓ Must have good skills for MS office, Excel and PP.
✓ Experience of 4 to 9 years in Sales and sales support function or 1 to 2 years with a Sales
Management Trainee stint.
✓ Understand various evolving trade channels.
✓ Ability to analyze data, scan the trade environment and take meaningful decisions.
✓ Ability to handle multiple priorities.
✓ A good communicator. Ability to sell ideas to the regional team with strong conviction.
WHO WE ARE
A refreshingly modern beer brand imagined in India, with the effect of unleashing our inner self that is playful, friendly, smart, and slightly odd creature inside all of us. Bira 91 aspires to bring flavorful beers to the new world. As one of the fastest-growing brands in the world, Bira 91 has built a diverse portfolio of award-winning beers, one for every occasion, and aims to drive the global shift in beer towards more colour and flavor. Bira 91 is now enjoyed in over 1000 towns and cities spread across 24 countries and brews its beers across six breweries in India. Bira 91 has its flagship taproom in Bengaluru, where it releases one new experimental beer every week, paired with its curry-shop menu. Bira 91 also offers branded merchandise across categories such as glassware, apparel, and gifts, to make every day a lot more playful.
Established in 2015, Bira 91 is driven by a dynamic team of over 1000 passionate beer lovers and is backed by Sequoia Capital India, Sofina of Belgium, and Kirin Holding of Japan. Our Brand Promise is to reach the community of beer drinkers which is urban, diverse, tech-immersed, and are discovering new flavors. Our core consumers are new beer drinkers including those becoming of legal drinking age.
Learn more at www.bira91.com and follow us on Twitter, Instagram, LinkedIn, and Facebook.
CULTURE
We build a culture of ONE TEAM! We are in this together. We believe that we are here to craft the
future, and only we can get it done!
MAKEPLAY is who we are and what we bring with our love for our Flavorful Beers! LEADERSHIP PRINCIPLES
We set the highest standards of performance for ourselves by not settling for mediocrity.
We strive to be the best in the world by constantly learning, refining, improving, and course
correcting as quickly as possible.With Mysore Brewery already at Net Zero since 2023, Bira 91 is on a mission to become a Net-Zero carbon emissions company by 2025. We plan to achieve this goal by making a shift towards clean energy and consuming 60% lesser energy, halving water consumption, making packaging sustainable and ensuring that no waste is sent to landfills.

WHAT WE BRING FOR YOU!
▪ MEDICAL INSURANCE - Hospitalization cover for employee & family
▪ LIFE INSURANCE - Coverage of 3x of Annual Fixed Compensation
▪ PARENTAL MEDICAL INSURANCE - Self-funded Insurance cover for parents
▪ PERSONAL ACCIDENT INSURANCE - Coverage of 20 lacs
▪ POSITIVE MENTAL WELLNESS - Employee assistance for mental well being
▪ MARRIAGE GIFT - Cash gift on employees marriage
▪ DOCTOR CONSULTATIONS - Unlimited Doctor tele- consultations for Employee & Family
▪ GENERAL LEAVES - 30 days of leave annually
▪ FLEXIBLE SALARY STRUCTURE - National Pension scheme, Meal vouchers & CTC
reimbursements
▪ MATERNITY LEAVE - 26 weeks of Maternity leave
▪ BIRTHDAY / SPECIAL OCCASION LEAVE - One day of Leave on Birthday/ Special occasion
▪ PARENTAL & CHILD ADOPTION LEAVE - 20 days of parental leave
▪ EMPLOYEE DISCOUNTS - Discount on company merchandise & case discounts
At Bira 91, you can be assured that no two days will be the same: you will always have higher goalposts to aspire to and if thats what you are looking for, then Bira 91 is THE place to be. Once you have joined Bira 91, be prepared to exceed your own expectations, and remember to #MAKEPLAY!