Trade Marketer - Alcoholic Beverages

Key Responsibilities
Trade Marketing Strategy
Develop and execute annual and quarterly trade marketing plans aligned with commercial objectives.
Implement brand activation campaigns across HORECA retail, wholesale, bars, clubs, and events.
Ensure execution of trade promotions and consumer engagement activities.
Monitor competitor activities, pricing, promotions, and market trends.

Channel Development
Strengthen relationships with distributors, wholesalers, key accounts, and retail partners.
Identify opportunities for expansion into new territories and trade channels.
Support listing and distribution growth initiatives.

Merchandising & Brand Visibility
Ensure consistent execution of brand standards across all outlets.
Manage deployment of POSM materials including signage, banners, chillers, branded merchandise, and display units.
Conduct regular market visits to audit visibility and execution quality.

Promotions & Activations
Plan and coordinate product tastings, roadshows, bar activations, sponsorships, and promotional events.
Manage third-party agencies, promoters, and activation teams.
Measure ROI and effectiveness of all promotional activities.

Distributor & Sales Support
Work closely with sales teams to achieve volume and revenue targets.
Support forecasting and stock planning for promotions.
Train distributor sales representatives on brand positioning and campaign objectives.

Market Intelligence
Collect and analyze market data on consumer behavior, pricing, competitor activity, and channel performance.
Prepare trade marketing reports and recommendations.
Track promotional effectiveness and sales uplift.

Budget Management
Develop and manage trade marketing budgets.
Ensure efficient utilization of marketing resources.
Monitor and report expenditure against approved budgets.

Key Performance Indicators (KPIs)
Sales volume growth.
Market share growth.
Numeric and weighted distribution.
Outlet coverage and penetration.
Visibility compliance score.
Number of successful activations executed.
ROI on trade marketing campaigns.
Distributor performance achievement.
New account acquisition.
Trade promotion effectiveness.
Stock availability during promotions.

Qualifications
Diploma/Bachelor's Degree in Marketing, Business Administration, Commerce, or related field.
Professional qualification in Marketing is an added advantage.
3–5 years' experience in FMCG or alcoholic beverages trade marketing.
Experience managing distributors and field sales teams.

Skills & Competencies
Trade marketing planning and execution.
Distributor and key account management.
Strong negotiation and relationship management skills.
Data analysis and reporting.
Budget management.
Project management.
Excellent communication and presentation skills.
Proficiency in Microsoft Excel, PowerPoint, and reporting tools.

Working Conditions
Frequent travel and field visits.
Weekend and evening work during activations and events.
Interaction with distributors, HORECA, retailers, bars, clubs and event organizers.

Success Profile
The successful candidate will demonstrate strong commercial acumen, execution excellence, distributor management capability, and the ability to convert trade marketing investments into measurable sales growth and increased market share.