The Trade Marketing Manager will be responsible for planning, executing, and evaluating trade marketing initiatives, promotional schemes, visibility programs, and trade loyalty activities to drive sales growth and improve channel effectiveness.
The role focuses on developing the LOTTE–Havmor product portfolio, strengthening distribution, supporting new product launches, improving in-store visibility, and ensuring effective utilisation of trade marketing budgets. The position requires strong analytical capabilities, commercial acumen, and close coordination with Sales, Marketing, Supply Chain, MIS, HR, and external vendors.
Trade Management Manager .docx
Analyse sales data and market requirements to identify trade promotion opportunities.
Develop annual and monthly trade marketing calendars.
Design and execute trade schemes, promotions, and loyalty programmes for distributors, retailers, and trade partners.
Ensure timely communication and implementation of trade schemes across sales teams and PSRs.
Track scheme performance and conduct pre- and post-scheme analysis to evaluate ROI, incremental sales, and cost-effectiveness.
Recommend improvements to maximise promotional effectiveness and sustainable business growth.
Plan trade visibility initiatives based on channel, market, and business requirements.
Develop visibility guidelines and store layouts to maintain consistent brand presence.
Coordinate the deployment of merchandising and visibility materials.
Monitor in-store execution and merchandising compliance.
Identify gaps and recommend corrective actions to improve brand visibility and outlet-level performance.
Analyse sales, distribution, channel, distributor, and scheme performance data.
Develop and maintain dashboards, reports, and monitoring mechanisms.
Track key performance indicators and share regular performance reviews with stakeholders.
Identify opportunities for sales automation and reporting improvements.
Review sales, distribution, new product development, and trade spend performance to identify growth opportunities.
Manage trade marketing budgets within approved limits.
Monitor scheme expenditure, trade spends, and vendor costs.
Track rate differences and DEDC expenses against approved budgets.
Establish and communicate trade marketing processes, policies, and protocols.
Ensure compliance with internal approval processes and budgetary guidelines.
Support primary sales targets and focus-town NSV plans.
Drive growth of the LOTTE product portfolio through distribution, visibility, and outlet-level execution.
Improve revenue contribution from new product development (NPD).
Monitor outlet performance against previous-year benchmarks and implement corrective actions.
Coordinate with relevant teams to address sales and distribution gaps.
Develop and deliver training initiatives covering sales call processes, merchandising identification, and trade scheme execution.
Support sales teams in improving their understanding of trade marketing programmes.
Monitor training effectiveness and recommend improvements in field execution.
Coordinate with external vendors for promotional campaigns, visibility materials, and execution requirements.
Work closely with Sales, Marketing, Supply Chain, MIS, and HR teams.
Monitor vendor deliverables, timelines, quality, and costs.
Coordinate with field teams to verify and track active field assets and ensure regular scanning and reporting.
Experience in Sales, Sales Development, Trade Marketing, or Channel Marketing.
Prior experience in trade scheme planning, promotion design, performance tracking, and ROI analysis.
Experience in sales data analysis, MIS reporting, and Excel-based reporting.
Understanding of distributor and retailer networks, merchandising, and visibility programmes.
Exposure to vendor coordination and trade marketing budget management.
Experience in FMCG, food, beverages, or other distribution-led businesses is preferred.
Trade Marketing Strategy
Trade Promotions & Scheme Planning
Sales Planning & Execution
Distribution & Outlet Management
Trade Spend & Budget Management
Sales Data Analysis
MIS Reporting & Dashboard Management
ROI & Cost-Benefit Analysis
New Product Development (NPD) Launch Execution
Channel Marketing
Merchandising & Brand Visibility
Microsoft Excel
Sales Automation Tools
Power BI — Advantage
Vendor Management
Performance Tracking
Commercial Acumen
Analytical & Numerical Skills
Strategic Planning
Problem Solving
Sales Orientation
Process Management
Communication Skills
Stakeholder Management
Planning & Execution
Attention to Detail
Budget Management
Independent Decision-Making
Ownership & Accountability
