Retail Manager at Dangote

JOB PURPOSE 

• A Retail Manager is responsible for developing and executing trade marketing strategies that drive brand visibility, product availability, and sales growth in retail environments. The role bridges the gap between marketing and sales, ensuring that brand plans are effectively translated into retail trade programs that maximize consumer engagement and retailer support.
• He will work closely with the following business partners: Marketing, Sales & Factory

JOB RESPONSIBILITIES 

Strategy & Planning

• Develop and implement trade marketing plans aligned with overall brand and business objectives.
• Design retail-focused marketing campaigns to enhance product visibility, off-take, and market share.
• Conduct trade segmentation to tailor strategies for modern trade, general trade, wholesale, and e-commerce retail channels.

Retail Execution

• Plan and execute in-store promotions, activations, and merchandising activities.
• Ensure planogram compliance, POSM (Point-of-Sale Materials) deployment, and promotional displays at retail outlets.
• Manage retail branding projects such as shelf signage, end-cap displays, gondola branding, and digital screens.
• Monitor execution quality across retail touchpoints through field visits and market audits.

Trade Engagement

• Build strong partnerships with retail customers to secure visibility and prime shelf space.
• Negotiate with retailers for trade promotions, joint business plans, and category development initiatives.
• Design incentive schemes for retailers and distributors to drive product push.

Consumer Insights & Analytics

• Conduct retail audits and shopper studies to understand consumer buying behavior at the point of sale.
• Monitor competitor activities in retail outlets and propose counter-strategies.
• Track ROI of trade marketing spend and optimize promotional budgets for maximum impact.

Collaboration & Cross-Functional Alignment

• Work closely with the sales team to ensure alignment between trade programs and field execution.
• Liaise with the brand marketing team to adapt above-the-line campaigns for retail activation.
• Coordinate with supply chain and logistics to ensure timely availability of promotional stock and POSM.

Itemizing, shortlisting and approving promotional items.

COMPETENCE REQUIREMENTS  

• Strong understanding of retail trade dynamics (modern trade, traditional trade, wholesale, e-commerce).
• Knowledge of shopper marketing principles and consumer behavior at the point of sale.
• Excellent skills in merchandising, retail promotions, and trade negotiations.
• Strong analytical ability to interpret market data, track ROI, and derive actionable insights.
• Project management and organizational skills to handle multiple retail campaigns.
• Strong communication and interpersonal skills for retailer engagement and internal collaboration.

Performance Metrics (To be modified per business objectives):

• Increase in retail sales volume and market share.
• Improvement in product visibility and availability at key retail outlets.
• ROI on trade marketing spend.
• Retailer satisfaction and engagement levels.
• Execution excellence in promotions, merchandising, and activations.

QUALIFICATION/EXPERIENCE

• Bachelor’s degree in Marketing, Business Administration, or related field (Master’s degree preferred).
• 3–5 years of experience in Trade Marketing, Retail Marketing, or Sales (FMCG experience is highly valued).
• Proven track record of managing retail trade marketing programs across diverse channels.