Trade Marketing Manager

Job Description


  • The Trade Marketing Manager (East Region) will provide overall trade marketing leadership for the region – covering South East, East Central and North Region; 
  • Develop regional trade marketing plans in line with national brand plans in relevant sales channels across East Region.
  • Plan trade marketing and promotions budget to meet that plan.

Key Responsibilities

  • Responsible for the development, execution and performance of all trade marketing programs created to enhance the presence of GOL brands in defined relevant channels.
  • Lead the regions trade marketing implementation to attain defined business objectives 
  • Own East region point of sale materials from design adaptation to local requirements for trade implementation, maintenance & refresh.
  • Develop efficient, scalable mechanisms for in-store repairs and fixtures maintenance.
    Identify, communicate and activate opportunities to further drive perfection at trade
  • Develop and execute end-to-end in store plans for new product launches into the region, including fixtures updates and roll-out, in-store training and asset delivery to retail partners.
  • Work closely with the sales team on customer specific Trade Marketing plans/needs.
  • Identify shopper insights to feed into the trade marketing strategy and translate them into winning shopper experiences and actionable plans that deliver on the retail partner objectives. 
  • Create and deliver Retail Execution guidelines. Develop and manage trade marketing assets (e.g. digital and physical POS, content, offline marketing and sales collateral) for the use of the sales team and merchandisers.
  • Analyze market conditions and made recommendations to develop trade promotion plans; create strategies to promote advertising offerings and motivate trade partners.
  • Analyze performance of all marketing programs to identify the best opportunities for optimization.
  • Partner closely with central trade marketing to enhance processes linking corporate brand building activities as well as Product Development activities.
  • Provide trade marketing support to sales team when specific interventions are required
  • Lead retail/wholesale/distributor channel’s trade marketing strategy development to accomplish defined business objectives throughout product categories with approval from the central team
  • Develop, supervise and improve procedures to link entire marketing activities with sales team activities.
  • Coordinates activities associated to GOL participation at tradeshows or events.
  • Support brand strategy to ensure that all marketing elements enhance and leverage the brand equity with all constituents in the region
  • Drive best practice sharing across the region and retailers on an ongoing basis.
  • Overview & lead merchandising and field team efforts across the region including unified in-store tool & KPIs tracker. 
  • Analyze in-store KPIs and in-store execution on a regular basis, translating them into data driven action plans.
  • Analyze sell out data to measure effectiveness of our in-store efforts. Measure ROI of major initiatives.

Job Dimension

Reporting Lines: Reports to HQ Trade Marketing with dotted line responsibility to East business Head

Direct Reports:

  • Activation Manager
  • Main Functional Relationships

Key Contacts


  • National Sales Manager
  • Marketing Team (Trade Marketing Brand Managers and Activation Teams)
  • Sales Business Operations Manager -East Region


  • Distributors
  • Wholesalers
  • Retailers
  • Vendors
  • Key Account Customers
  • Regulatory Organizations on marketing related subjects 

Key Result Area



Performance Target

Market Share & Category Growth



Execution/Implementation Excellence



Incremental Volume Sales as a result of programs 



Visibility/ Best in Class POS



 Performance Criteria

  • Volume
  • Visibility/POS Excellence
  • Market share growth, 
  • Creating and executing trade marketing plans

Personal Specification

Experience and Functional Capabilities

  • Bachelor’s degree: Business administration, Marketing, Finance, International Business, Industrial Engineering.
  • MBA will be an added advantage
  • Numerical analysis: Analytics and reporting expertise
  • Organizational skills
  • Pipeline management
  • Program management.
  • Understanding of CRM and database software
  • Experience with financial systems
  • Capability in building strategic, multilevel and teamwork relationship
  • Good role-based leadership and decision making
  • 5 years minimum as a trade marketing manager in FMCG
  • Good practical use of Windows applications (Excel, Power Point, Word).
  • People management: 2 years.

Behavioural Competencies

  • Leadership
  • Business Insight
  • Thorough
  • Extroverted
  • Emotionally Intelligent



FMCG & Retail




Job Level