Trade Marketing Lead

The Trade Marketing Lead strengthens the local presence and commercial performance of every Kids&Us center through hands-on, ground-level marketing. The role covers local market analysis, partnership building, center-level activation planning, and leadership of the Activation team.
Key Areas of Responsibility
1. School Environmental Analysis & Field Mapping: Own and continuously update a School Environmental Analysis for every center through regular in-field visits, mapping the local market to guide marketing and activation decisions
• Profile the target audience and identify where families in the catchment area can be found.
• Map schools, kindergartens, and other education touchpoints relevant to each center.
• Identify and assess potential café partners for co-branded or cross-promotional activity.
• Scout other relevant local partnerships and family-oriented businesses.
• Track competitors and monitor their local marketing and activation activities.
• Map residential areas and key family traffic points around each center.
• Pinpoint visibility and brand-awareness opportunities within the local area.
• Identify and shortlist potential activation locations.
• Monitor ongoing changes in the local environment and competitive landscape.
• Feed learnings from activations and partnerships back into the analysis to keep it accurate and actionable
2. In-Center Marketing Plan: Following the Country Marketing Plan, develop and manage an ongoing local marketing plan for each center, based on the School Environmental Analysis, so every location maintains consistent visibility and local activity aligned with commercial targets.
• Define and coordinate passive awareness and visibility actions around each center.
• Develop and manage café partnerships that extend the center's local presence.
• Build education and other local partnerships that generate referrals and credibility.
• Plan local awareness initiatives tailored to each neighbourhood.
• Coordinate partner displays and point-of-sale materials (POSM).
• Organise community and neighbourhood-level actions that build local goodwill and visibility.
• Align all in-center marketing actions with Sales and Service Managers to support commercial targets.
• Monitor and report on the performance of center-level marketing actions.
3. Monthly Activation Plan: Build and execute a Monthly Activation Plan using center performance data and the School Environmental Analysis, balancing planned actions with flexible capacity to respond to center needs during the month.
• Select activation locations and activities based on the School Environmental Analysis, center performance, commercial targets, seasonality, and local opportunities.
• Plan and execute school and kindergarten activities.
• Coordinate café and partner activations.
• Run residential and community activations.
• Organise workshops and demo classes.
• Deliver pop-up and general awareness activities.
• Redirect activation resources promptly when a center is falling short of its targets.
• Conduct post-activation reviews, tracking leads generated, presentations generated, new wins, conversion rates, and performance by location and activity type.
• Use activation results to continuously refine future activation decisions and to keep the School Environmental Analysis up to date.
4. Team Management: Lead and manage the Activation team to ensure center marketing plans and monthly activations are executed effectively, while developing team capability and productivity.
• Define weekly priorities, center allocation, and territory assignments for the team.
• Set clear activity and performance targets for Activation Specialists and Executive[MG2.1][HT2.2]s in accordance with Brand Manager's direction.
• Monitor individual and team productivity on an ongoing basis.
• Conduct regular field coaching and performance reviews.
• Ensure accurate reporting and data quality across the team.
• Develop team capability over time and proactively address performance gaps.
• Allocate resources according to center priorities and expected commercial impact.
While the above includes a description of the essential functions of the position, other duties may be assigned. This job description is subject to change at the discretion of management.