Trade Marketing Manager at Westfield Consulting

Job Summary

• Responsible for driving product visibility, distribution growth, and retail sell-through by developing and executing trade marketing strategies and in-store activation programs across distributors, wholesalers, modern trade, supermarkets, and open markets.
• The role bridges sales and marketing by ensuring marketing initiatives translate into strong retail execution and increased market share.

Key Responsibilities
Trade Marketing Strategy:

• Develop and implement trade marketing strategies to support sales and distribution growth.
• Translate brand and marketing plans into retail activation programs.
• Ensure alignment between sales targets, distributor coverage, and trade marketing activities.
• Identify opportunities to increase market penetration and shelf presence.

Retail & In-Store Execution:

• Drive in-store visibility through POS materials, displays, and merchandising initiatives.
• Implement planograms, shelf placement strategies, and visibility standards.
• Ensure strong execution in modern trade, supermarkets, and open markets.
• Conduct store audits and market visits to monitor execution quality.

Trade Promotions & Campaigns:

• Design and execute consumer promotions and trade incentives to drive sell-through.
• Manage price promotions, bundle offers, retailer incentives, and seasonal campaigns.
• Evaluate the ROI and effectiveness of promotions.

Distributor & Channel Support:

• Work closely with distributors to implement marketing and promotional
• Support distributors with point-of-sale materials and marketing activation programs.
• Ensure trade marketing programs drive numeric and weighted distribution growth.
• Assist distributors in improving retail coverage and brand presence

Sales Team Support:

• Collaborate with regional sales managers and field sales teams to ensure effective execution.
• Provide trade marketing toolkits and execution guidelines for field teams.
• Train sales teams and merchandisers on trade activation programs.

Market Intelligence & Competitor Analysis:

• Monitor competitor promotions, pricing strategies, and retail visibility.
• Gather market insights from retail outlets and distributors.
• Identify trends that impact consumer demand and retail performance

Budget Management:

• Develop and manage the trade marketing budget.
• Ensure optimal use of resources to maximize return on marketing investment.
• Track and report promotion performance and marketing spend efficiency.

Key Performance Indicators

• Distribution growth (Numeric & Weighted)
• Shelf share improvement
• Retail visibility score
• Promotion effectiveness
• Sales growth from trade initiatives
• Market share growth.

Key Requirements

• Bachelor’s Degree in Marketing, Business Administration, or related field.
• MBA is an advantage.
• A professional Certificate is an added advantage.
• 5 – 10 years experience in FMCG sales, trade marketing and branding.