Trade Marketing Manager at MSI Reproductive Choices

OBJECTIVES:

• The Marketing Manager is responsible for the development and execution of the 4 Ps. He/she shall execute programs that aim at generating interest, engagements, and demand for the company’s products (ethical, OTC, and consumer goods) at key channels.
• Part of the marketing strategy entails trade message development, trade materials development, and brand awareness to achieve sales objectives of defined hospital, wholesale, and retail product portfolio.
• The Manager will work in conjunction with the Head of Marketing and Head of Sales to deliver the annual Trade Business Plan in line with the company’s broader activation approach and strategic objectives.

KEY OBJECTIVES:  

• Create and implement strategies to drive the sales pipeline and meet revenue goals, for target geographies across Nigeria. 
• Create integrated Channel (Hospital, Grocery, Wholesale, and Retail) marketing programs utilising local market insights and sales input to ensure relevance in key geographies, to maximise sell-through.
• Be the expert in Trade (Channel) Marketing strategy development and effective execution to timelines.
• Directly engage with external Partner (customer) Accounts, to build long-term relationships, across retail, online, and B2B (wholesale and distributor) business
• Lead Trade Marketing in co-ordinating mini-campaigns, supporting product launches and seasonal business needs. 
• Facilitate and enhance the Sales Team’s efforts in driving incentive programs and ensure successfully executed channel marketing activations.
• Work closely with Sales, Marketing, Digital, and Creative teams to ensure consistent messaging across all channel partner activities.
• Connect with the Marketing team to support key projects including events, promotional activities, and trade shows as required. 
• Oversee the activation of best-in-class POS material both in-store and online to maximise consumer engagement, brand presence, and product awareness.
• Maintain a solid foundation of customer & shopper knowledge and awareness around the customer journey, particularly with the evolution of e-commerce.
• Collaborate with and oversee the work of external agencies providing clear design briefs and optimising all projects.
• Develop and maintain portfolio merchandising practices and guidelines appropriate for the market and support with necessary implementation training.
• Through regular field visits and understanding of brand performance metrics, identify additional market-focused trade activity opportunities and work with planning teams to ensure requirements can be executed in a timely manner.

Input to competitor analysis by understanding competitor activity by trade segment and sharing this with the relevant Market and Competitive Intelligence team.

• Evaluate trade activity and gain insight to inform future activity. Ensure insights and recommendations are shared with internal stakeholders. Measure financial ROI/KPIs for programs and activities, linking with sell-through data.

ORGANISATIONAL RELATIONSHIP 

Internal 

• Marketing, Sales, Finance, Logistics, Procurement

External

• BTL
• Experiential agency
• Promotions agency
• Sampling agency
• ATL (Digital Agency)
• Research agency
• Customer Groups – E.g., Pharmacy

REQUIRED, SKILL, EXPERIENCE & QUALIFICATION:

To perform this role, it is essential that you have the following skills:

• Trade or Customer Marketing experience preferably in the FMCG industry (the Pharma industry will be a plus)
• Understanding of hospital, retail & wholesale trade
• Commercial thinking to inform trade opportunities and investment choices.
• Cross-functional working relationship
• Strong communication skills with the ability to deliver key messages succinctly. • Strong organisational and administrative skills
• Creative Flair
• Confident with Tenacity
• Logical Thinking
• Collaborative approach

To perform this role, it is essential that you have the following experience:

• Graduate or postgraduate qualification in Social Sciences, Biological Sciences, or other  
• 5-7 years of work experience in a consumer goods environment, ideally with some experience in FMCG or Pharma industry