Trade Marketing Manager at Seven Up Bottling Company

Reports to: Chief Marketing Officer (CMO)

Job Purpose

The Trade Marketing Manager is responsible for developing and executing integrated trade marketing strategies that drive distribution growth, in-store visibility, shopper engagement, and sales performance across all channels.

The role bridges Marketing and Sales, ensuring brand strategies are effectively translated into winning route-to-market execution, trade activations, and retail programs that accelerate market share growth for Seven-Up Bottling Company’s portfolio.

The Trade Marketing Manager will also play a key role in commercial planning, go-to-market strategy, and distributor capability development to ensure consistent and impactful execution across all markets.

Key Responsibilities

Trade Strategy & Commercial Planning

• Develop and implement trade marketing strategies aligned with overall brand and commercial objectives.
• Translate brand plans into channel-specific trade programs and activation frameworks.
• Support the development of annual commercial plans, including SKU prioritization, volume projections, and promotional strategies.
• Identify growth opportunities across channels (Modern Trade, General Trade, On-Trade, and emerging channels).
• Lead trade input into go-to-market strategies for new product launches.

Route-to-Market & Distribution Optimization

• Partner with Sales leadership to strengthen Route-to-Market (RTM) models that improve numeric and weighted distribution.
• Identify white spaces and distribution gaps and develop programs to close them.
• Drive initiatives that enhance last-mile execution and outlet penetration.
• Support initiatives that improve direct-to-consumer (D2C) and alternative channel strategies where relevant.

Trade Activation & Shopper Marketing

• Design and execute impactful trade activations that drive product trial, visibility, and shopper conversion.
• Develop Below-The-Line (BTL) campaigns, market storms, loyalty programs, and field promotions.
• Lead seasonal and event-based trade programs that maximize sell-out performance.
• Deliver shopper-centric marketing initiatives that strengthen brand presence at the point of purchase.

In-Store Execution & Visibility

• Own the development and deployment of Point-of-Sale Materials (POSM) across the trade.
• Ensure optimal share-of-shelf, product visibility, and merchandising standards.
• Work closely with sales and merchandising teams to ensure consistent execution across outlets.
• Develop in-store assets that enhance brand differentiation and shopper experience.

Product Launch & Market Expansion

• Lead the trade launch strategy for new products and innovations.
• Coordinate in-store rollout plans, trade training, and asset deployment.
• Ensure new products achieve rapid distribution and visibility across priority channels.
• Monitor market response and adjust trade strategy to maximize adoption.

Trade Performance & Insights

• Track and analyze in-store KPIs, distribution metrics, and activation ROI.
• Conduct market intelligence and competitor analysis to inform trade strategy.
• Provide insights on shopper behavior, outlet dynamics, and channel trends.
• Use data to refine trade investments and improve execution effectiveness.

Requirements

• Bachelor’s degree in Marketing, Business Administration, Economics, or related field
• Minimum 8–10 years of experience in Trade Marketing,  Commercial roles within FMCG

Strong experience in:

• Route-to-Market strategy
• Trade activation programs
• Distributor and channel management
• In-store marketing and POS execution
• Demonstrated experience in product launches and market expansion initiatives
• Proven ability to translate market insights into commercial strategies