Trade Spending Manager (Trade Marketing)

ROLE:
The Trade Spending Manager is responsible for developing and executing short‐, mid‐ and long‐term plans for both trade spending and channel development within a defined scope of the General Trade (GT) channel.
This role owns its assigned GT scope end‐to‐end - from planning to execution to performance evaluation - and serves as a key contributor to channel development. The Trade Spending Manager shapes channel growth plans, identifies opportunities, drives execution excellence, and ensures compliant and efficient management of trade investments.
ACCOUNTABILITIES:
1. Trade Spending Strategy & Planning
+ Build annual, quarterly, and monthly trade spending plans for the assigned GT scope.
+ Develop investment frameworks that support sustainable growth, program effectiveness, and spend efficiency.
+ Forecast trade spending utilization, cost implications, and budget requirements.
+ Recommend promotion mechanics and investment levels based on performance, insights, and business priorities.
+ Align with key stakeholders (Sales, Finance, CMM) while owning decisions related to the assigned scope.
2. Channel Development
+ Develop short‐, mid‐, and long‐term channel development plans for the assigned GT scope, aligned with business direction.
+ Identify growth drivers, distribution gaps, opportunity segments, and channel‐specific consumer/shopper behavior.
+ Define activation priorities, visibility needs, customer engagement levers, and capability requirements for the assigned GT scope.
+ Translate insights into actionable channel tactics (e.g., visibility improvement, assortment focus, customer engagement models).
+ Recommend adjustments to channel playbooks, segmentation, outlet models, and execution frameworks.
+ Monitor channel health indicators (distribution, productivity, assortment compliance, activation score).
+ Collaborate with Sales to embed channel plans into customer routines and ensure execution feasibility.
+ Contribute insights to GT Channel Managers and CMM leadership to support overall GT strategic planning.
3. Program Development, System Management & Documentation
+ Develop, input, and manage GT trade promotion proposals in the system accurately and on schedule.
+ Prepare program documentation: mechanics, T&Cs, customer notifications, approval packs, and compliance materials.
+ Prepare T&Cs and submit registrations for prize‐based or lucky draw programs through Regulatory Affairs.
+ Guide CMM Admin team on proper document handling, file completeness, and implementation accuracy.
4. Execution Excellence & Cross‐Functional Coordination
+ Lead end‐to‐end implementation of trade programs and channel initiatives within the assigned scope.
+ Work closely with Sales teams to ensure execution accuracy, customer alignment, and market coverage.
+ Collaborate with Finance, Legal, OEC, Accounting, RA, and Public Affairs to ensure regulatory and corporate compliance.
+ Secure approvals for POSM, visuals, key materials before production.
+ Support customer events such as CLP awards, incentive trips, and reward ceremonies.
5. Monitoring, Measurement, ROI & Optimization
+ Track performance of trade spending, channel plans, and execution quality.
+ Conduct post‐promotion evaluations and channel performance reviews.
+ Identify risks, financial exposures, documentation gaps, and execution barriers.
+ Provide insights and recommendations to improve channel efficiency and investment returns.
+ Lead audit support for trade promotions, ensuring readiness and accurate explanation of processes.
6. Market & Competitive Intelligence
+ Track competitor trade activities, retail visibility, pricing movements, and incentive programs.
+ Monitor channel trends and emerging opportunities in the assigned GT scope.
+ Provide insights that influence future channel and trade spending strategies.