<p>The Trade Marketing Manager will lead activation of brands at retail and trade channels, working closely with sales and category teams to grow distribution and shopper demand. This role requires commercial acumen, analytical rigour and excellent stakeholder management to deliver measurable sales uplift.</p>
<h2>Trade Marketing Manager Job Profile</h2>
<p>The Trade Marketing Manager is responsible for planning and executing trade initiatives that convert shopper insights into in-store and online activations. They balance strategic planning with practical implementation across channels to meet volume and margin targets.</p>
<p>This role partners with sales, brand and supply chain teams to ensure promotional effectiveness, optimal product availability and consistent brand presentation at the point of sale. Strong analytical skills and the ability to translate data into actionable trade plans are essential.</p>
<h2>Trade Marketing Manager Job Description</h2>
<p>The Trade Marketing Manager develops trade plans that align with brand strategy and commercial objectives. They design promotion mechanics, negotiate space and visibility with retailers, and manage point of sale materials to maximise shopper impact. The role requires an ongoing evaluation of promotional return on investment and continual refinement of tactics.</p>
<p>Day-to-day responsibilities include co-ordinating cross functional activity, briefing creative and activation agencies, and tracking performance against targets. The manager synthesises sales and shopper data to produce trade analytics, ensuring that trade spend drives incremental sales and strengthens retailer relationships.</p>
<p>They will also lead distributor engagement where relevant, maintain budget control, and ensure compliance with agreed commercial terms. A key focus is on building repeatable frameworks for promotional planning and establishing best practices across markets or regions.</p>
<h2>Trade Marketing Manager Duties and Responsibilities</h2>
<ul>
<li>Develop and implement trade marketing plans that deliver sales, distribution and margin targets.</li>
<li>Design promotion mechanics and shopper activation programmes based on consumer and shopper insight.</li>
<li>Manage point of sale and in-store materials to ensure correct execution and brand consistency.</li>
<li>Collaborate with sales teams to negotiate space, pricing and promotional terms with retailers and distributors.</li>
<li>Analyse trade promotion effectiveness and provide recommendations to improve ROI and optimise spend.</li>
<li>Lead cross-functional project teams including brand, supply chain and agency partners.</li>
<li>Prepare and present trade plans, forecasts and post-event evaluation reports for senior management.</li>
<li>Monitor competitor activity in trade and propose countermeasures or opportunities for differentiation.</li>
<li>Manage trade marketing budgets, ensuring timely invoicing and reconciliation of promotional spend.</li>
<li>Train and support sales teams and field staff on execution standards and activation checklists.</li>
</ul>
<h2>Trade Marketing Manager Requirements and Qualifications</h2>
<ul>
<li>Bachelor's degree in Marketing, Business, Economics or related discipline; master's or professional qualifications desirable.</li>
<li>Proven experience (typically 3+ years) in trade marketing, shopper marketing or field marketing within FMCG or retail sectors.</li>
<li>Strong analytical skills with experience using sales data, Nielsen, IRI or similar retail measurement tools.</li>
<li>Excellent communication and negotiation skills, comfortable liaising with retailers and distributor partners.</li>
<li>Ability to develop practical trade plans and manage multiple activations simultaneously.</li>
<li>Commercial mindset with experience in budgeting and forecasting promotional spend.</li>
<li>Project management skills and a results-oriented approach to delivery.</li>
<li>Proficiency in Excel and presentation software; familiarity with trade planning systems is an advantage.</li>
<li>Ability to travel to retail sites and support field execution as required.</li>
<li>Strong team player who can influence stakeholders across functions and at senior levels.</li>
</ul>