- The Trade Activation Manager for the assigned territory is responsible for planning, executing, and monitoring trade marketing activities to enhance brand visibility and sales performance within the specified area.
- The role requires strong collaboration with distributors, retailers, and the sales team to deliver effective in-market execution and ensure alignment with national brand strategies while addressing local market dynamics.
Key Responsibilities
Territory-Specific Trade Activation Planning:
- Develop and execute trade activation strategies tailored to the unique characteristics of the assigned territory.
- Plan and roll out in-store promotions, merchandising initiatives, and activations (MIT& Experiential) to drive/support product penetration, launches and seasonal campaigns within the territory.
- Identify and prioritize key accounts and retail outlets and clusters for activation activities based on territory sales potential and strategic importance.
Retail & Distributor Engagement:
- Establish and maintain strong relationships with distributors, key retailers and trade partners in the territory.
- Provide training and support to retail and wholesale staff on product features, benefits, and activation guidelines.
- Negotiate placement and prominence of point-of-sale (POS) materials and displays, Electric Coolers and all trade aids in retail and Wholesale outlets.
Execution Excellence in the Territory:
- Oversee the deployment of POS materials, ensuring they are effectively utilized in the territory in line with the Planogram and PICOS Standard.
- Conduct regular visits to retail outlets to monitor the execution of trade marketing activities.
- Coordinate with field sales teams to ensure alignment and consistency in activation efforts.
Performance Analysis and Reporting:
- Analyze sales and activation performance data to assess the effectiveness of trade activities in the territory.
- Monitor local market trends, competitor activities, and consumer preferences to provide actionable insights.
- Prepare detailed reports on activation outcomes and territory performance, highlighting successes and areas for improvement.
Budget and Resource Management:
- Manage the trade activation budget allocated for the territory, ensuring efficient use of resources.
- Collaborate with local agencies and vendors to execute trade activations within the assigned budget.
- Bachelors degree in Marketing, Business Administration, or a related field.
- 5+ years of experience in trade marketing, sales, or field marketing in the FMCG industry.
- Proven experience working within a specific territory or regional market.
- Proficiency in Microsoft Office and data analysis tools.
- Willingness to travel extensively within the assigned territory.
Key Skills & Competencies:
- In-depth knowledge of the assigned territorys retail landscape and consumer behavior.
- Strong relationship-building and negotiation skills to engage distributors and retailers effectively.
- Excellent organizational and time-management skills to handle multiple projects within the territory.
- Analytical ability to evaluate activation performance and market opportunities.
- Creativity in developing activation ideas that resonate with the local market.