Mô tả Công việc
The
Trade Marketing Manager is responsible for developing and executing in-store trade marketing strategies, O+O (Online plus Offline) campaigns, and digital-integrated activations, ensuring seamless customer engagement across physical and digital channels. In addition to leading retail visibility, trade promotions, and category management, this role also oversees the Merchandising Team, ensuring proper POSM deployment, planogram execution, and medical channel support. This position plays a key role in driving trade performance, strengthening retailer relationships, and optimizing digital trade activations while ensuring in-store execution excellence.
Key Responsibilities
1. Trade Marketing and In-store Execution
· Develop and implement trade marketing strategies that enhance brand presence and shopper engagement in retail stores.
· Lead activations (brand activation and retailer tailor-made), trade promotions, and category visibility strategies to drive sell-out performance
· Ensure trade marketing programs are effectively executed in both physical and digital retail environments.
· Oversee POSM placement, retail branding, and in-store promotional execution for maximum impact.
2. Merchandising oversight and Category Management
· Lead and develop the Merchandising Executive(s) & Field Merchandising Team, ensuring flawless execution in store.
· Ensure planogram compliance, shelf positioning, and stock availability are optimized for visibility
· Customize category strategies per retailer, ensuring strong alignment with consumer shopping behaviors
· Support medical professionals with POSM, educational materials, and in-clinic product placements.
· Utilize merchandising software and tools to enhance tracking, compliance, and execution efficiency
3. Retailer engagement
· Strengthen retailer partnerships, exploring the opportunities and ensuring structured trade marketing support for wholesale/sub-distributors/retailers
· Develop retailer-specific trade programs, ensuring alignment with company strategies to boost sell-in and sell-out strategies.
· Collaborate closely with Key
Account Managers (KAMs) to drive business opportunities and category growth.
· Minimize channel conflicts by developing balanced retail activations across different distribution points.
4. Market Intelligence & Performance Tracking
· Conduct market analysis to evaluate category performance, competitor activity, and trade efficiency.
· Monitor and assess the ROI of trade promotions, visibility investments, and in-store execution effectiveness.
· Use data-driven insights to refine promotional strategies, merchandising plans, and digital activation performance.
· Track O+O and omnichannel integration success, ensuring optimized digital-to-physical conversion rates.
5. O+O (Online plus Offline) and Digital Integration
· Develop and execute O+O strategies, ensuring seamless integration between online marketing and in-store activations.
· Align with business partners to execute digital trade promotions that enhance both online and offline sales and in-line with company strategy
· Track O+O campaign effectiveness, optimizing strategies based on data insights and consumer engagement metrics.
6. Budget & Investment Optimization
· Manage trade marketing & merchandising budget, ensuring cost-effective execution of in-store activations.
· Allocate resources efficiently across trade promotions, digital activations, POSM production, and retailer-driven events.
· Optimize trade spending based on performance metrics, sell-out data, and ROI analysis.