Brand And Trade Marketing Manager - Woodmead

Job Description

• The Brand & Trade Marketing Manager is responsible for building and executing brand and commercial strategies that drive sales growth, retail presence, brand equity and profitability.
• The role serves as a strategic link between brand owners, retailers and the company, translating brand strategy into commercially effective retail execution.
• The position combines brand management, trade marketing, retail activation, commercial planning and performance management.

ROLE OVERVIEW

KEY RESPONSIBILITIES

Brand Strategy

• Develop and implement brand strategies aligned to client and company objectives.
• Establish clear brand positioning, target consumer and value proposition.
• Develop annual brand plans and commercial growth strategies.
• Identify opportunities to increase brand penetration, distribution and market share.
• Monitor competitor activity, category trends and consumer behaviour.
• Ensure consistent brand positioning across all retail touchpoints.

Trade Marketing

• Develop annual trade marketing strategies and activation calendars.
• Translate brand strategies into retailer-specific commercial plans.
• Develop promotional, activation and visibility programmes.
• Drive effective in-store execution across retail channels.
• Develop POS, displays, promotional material and retail communication.
• Measure the effectiveness and ROI of trade marketing activities.

Retailer Management

• Develop strong working relationships with company commercial teams.
• Understand retailer strategies, category objectives and commercial requirements.
• Identify opportunities for additional distribution, ranging and visibility.
• Support customer presentations, range reviews and business reviews.
• Work with company commercial teams to develop joint growth opportunities.

Sales & Commercial Growth

• Work closely with the sales team to deliver brand and customer targets.
• Identify revenue and margin growth opportunities.
• Support pricing, promotional and ranging strategies.
• Monitor sales performance against agreed targets.
• Analyse customer and product performance and recommend corrective actions.

Merchandising & Retail Execution

• Partner with merchandising teams to maximise brand visibility.
• Ensure agreed planograms, displays and promotional executions are delivered.
• Monitor availability, distribution and execution standards.
• Develop retail execution scorecards.
• Identify gaps in store execution and implement corrective action.

Brand Owner Management

• Act as a key point of contact between brand owners and the company.
• Develop regular brand performance reports.
• Present insights, opportunities and recommendations to brand owners.
• Ensure agreed brand strategies are translated into retail execution.

Data & Insights

• Analyse sales, market share, distribution and promotional data.
• Develop actionable category and consumer insights.
• Track competitor pricing, promotions and activity.
• Use data to identify growth opportunities.
• Develop monthly and quarterly performance dashboards.

Campaign & Agency Management

• Brief and manage creative, digital, media and activation agencies.
• Ensure campaigns are delivered on time and within budget.
• Evaluate campaign effectiveness.
• Maintain consistent brand standards across all communications.

Budget Management

• Develop and manage brand and trade marketing budgets.
• Track expenditure against approved budgets.
• Measure return on marketing investment.
• Ensure commercial activities deliver measurable value.

Key Relationships

• Internal: Managing Director/CEO, General Manager, Administrative team & Medical Skin Specialist.
• External: Brand Owners, Retailers, Buyers, Category Managers, Agencies, Research and data partners.

REQUIREMENTS:

The ideal candidate will possess the following:

Core Competencies

• Brand strategy.
• Commercial acumen.
• Retail understanding.
• Strategic thinking.
• Consumer insight.
• Financial management.
• Project management.
• Negotiation.
• Data analysis.
• Communication and presentation.
• Stakeholder management.
• Leadership and influence.

Core KPIs Commercial

• Brand sales growth.
• Gross margin contribution.
• Revenue versus target.
• Customer growth.
• New distribution gained.
• Product/range performance.

Core KPIs Retail Execution

• Distribution.
• On-shelf availability.
• Planogram compliance.
• Promotional compliance.
• Display execution.
• Store execution score.

Core KPIs Brand

• Brand awareness.
• Brand penetration.
• Market share.
• Brand consideration.
• Campaign performance.

Core KPIs Trade Marketing

• Promotional ROI.
• Activation ROI.
• Marketing spend versus budget.
• Campaign execution.
• Incremental sales generated.