Role purpose
Lead the
Trade Marketing strategy and execution across Offline Channels (incl. electronics retailers, EV/motorbike stores, dealer networks and more) to drive Customer Acquisition for Financial Products (Credit Cards and Loans), ensuring Visibility, Brand Awareness and Sales Conversion.
Key responsibilities
1. Trade strategy & planning
- Build channel-specific trade marketing strategy (by region/partner type/store format) in alignment with business targets.
- Develop monthly/quarterly trade marketing programs, events, and materials in collaboration with Sales and Product teams.
- Design, manage, and optimize promotion calendar and POSM deployment.
2. In-store execution
- Design and deploy in-store programs (roadshows, activations, product launch push, peak-season campaigns, etc.)
- Manage POSM production, deployment & visibility (guidelines, production, distribution, installation, partner compliance and refresh cycles).
- Collaborate with Sales/Products to negotiate and activate in-store touchpoints (counter space, standees, QR placement, promoter presence, demo scripts).
- Ensure all in-store materials and promoter scripts comply with product, legal, and regulatory requirements where applicable (fair disclosure, consent, data privacy).
3. Performance Tracking & Optimization
- Track and analyze sales performance, promotion results and channel KPIs.
- Provide actionable insights to optimize trade activities and resource allocation.
- Track competitive activities in trade (promos, finance offers, placement) and propose counter-moves.
4. Vendor & budget management
- Manage agencies/vendors for printing, production, distribution and other related activities.
- Manage budgets, purchase orders, invoice validation, cost-saving initiatives and ensure sufficient and transparent reporting.
5. Team leadership
- Develop and lead the Trade Marketing team and ensure consistent performance in alignment with business targets
- From 7 years of experience in Trade Marketing / Channel Marketing / Field Marketing, with at least 2 years managing a team.
- Strong experience in driving growth across offline partner channels (Consumer electronics retailers, EV/motorbike stores, dealers and others)
- Strong understanding of channel dynamics and in-store execution
- Hands-on, result-driven, strong ownership in both planning & field execution
- Proven ability to manage budgets, vendors, and multi-location execution at scale.
- Excellent stakeholder management with Sales, Ops, Product, Risk/Compliance.
Success metrics (examples):
- Incremental applications/approvals/activations from trade programs
- CAC / cost per approved customer, ROI on trade spend
- Store coverage and compliance rate (visibility & script adherence)
- On-time execution rate and vendor SLA performance
- Partner satisfaction (NPS/internal sales feedback)
