Lead the Trade Marketing across all CPG channels—On- Premise (CVS, HoReCa, Canteens, Vending, etc.), Off- Premise (Supermarkets, Minimarts, Wholesalers), and Online- to drive sustainable revenue growth, enhance ASMPQ brand visibility at point- of- sale, and improve channel profitability. Act as the strategic bridge between Marketing, KAM, Sales, and Channel teams to develop and execute integrated trade marketing plans aligned with business goals and channel P&L ownership.
Strategic Planning & Trade Marketing Leadership
Lead channel- level business planning in collaboration with Sales and Key Account teams, ensuring trade plans are embedded in the commercial strategy.
Own the annual and quarterly Trade Marketing for all CPG channels nationwide, aligned with brand and business objectives.
Define the channel segmentation strategy, identify key growth drivers, and develop differentiated activation playbooks for each channel (On- Premise, Off- Premise, Online).
Channel Performance Management & P&L Ownership
Monitor channel- specific P&Ls, optimize trade investment, and improve ROI across customer types and touchpoints.
Oversee and drive performance across channels to meet revenue, volume, and profit targets.
Promotion & Activation Governance
Oversee the design, deployment, and governance of all trade programs, including promotional calendars, in- store activations, ASMPQ visibility, and POSM development.
Ensure activation excellence with strong controls on execution as of ASMPQ and in- store execution standards, budget adherence, and ROI analysis.
Drive best- in- class execution through collaboration with cross- functional teams and third- party partners (agencies, suppliers,...).
Data, Insights & Process Optimization
Continuously improve trade processes, tools, and playbooks to elevate operational excellence and agility
Lead post- activity evaluations, performance dashboards, and trade marketing effectiveness reviews (promotion, display, sampling, ...)
Champion the use of off- take data and shopper insights to inform investment decisions, and channel development opportunities.
Leadership & Capability Building
Build and lead a high- performing Trade Marketing team across channel verticals, instilling commercial mindset, operational discipline, and shopper- centric thinking.
Develop succession plans and talent development roadmaps for the Trade Marketing function.
Foster collaboration across Marketing, KAM, Sales, Supply Chain, and F&A to ensure aligned execution and value creation.
