Trade Activation Manager

Job Objective

Responsible for developing and executing in-market activation plans that drive product visibility, availability, and volume growth across retail and wholesale channels. This role ensures that promotional initiatives, merchandising activities, and trade programs are effectively implemented to enhance brand presence and deliver sales targets.    

Job Responsibilities

Trade Activation Planning
•    Develop and execute trade activation plans aligned with brand and sales objectives.
•    Design channel-specific activation strategies (Modern Trade, General Trade, Key Accounts).
•    Identify regional trade opportunities and propose tailored activation ideas 

In-Market Execution
•    Lead deployment of POS materials, branding, and promotional assets across outlets.
•    Coordinate in-store activities such as sampling, promotions, displays, and roadshows.
•    Ensure perfect execution of activation plans across all assigned regions
•    Provide the field sales team with tools and support materials to drive the brilliant execution of BTL activities/sales drivers with customers in line with global best practice.
Channel & Customer Management
•    Build strong relationships with distributors, wholesalers, retailers, and key partners.
•    Negotiate visibility agreements and ensure compliance at the outlet level.
•    Monitor outlet performance and provide insights to improve execution.
Performance Tracking and Reporting
•    Track return on investment (ROI) of trade activation initiatives.
•    Monitor competitor activities and market trends to make recommendations.
•    Provide weekly/monthly reports on activation performance, POS deployment, and sales impact

Cross-Functional Collaboration
•    Work with Sales, Marketing, and Supply Chain to ensure timely product and materials availability.
•    Collaborate with Brand teams to align activation initiatives with brand messaging.
•    Provide training and support to Field Sales Officers on activation standards

Qualification

•    BSc/BA in business administration, marketing, or related field. A master’s degree is an advantage

Work Experience

•    At least 5-8 years of experience in trade marketing, field activation, or FMCG sales
•    Minimum of 3 years’ experience in savory/seasoning 
•    3 + years of managerial experience in a sales and distribution role
•    Experience working with distributors and retail channels

Key Requirements

•    Strong understanding of trade marketing and route-to-market execution.
•    Ability to plan and implement in-store activations, merchandising, and promotional campaigns.
•    Proficiency in MS Excel, PowerPoint, and field reporting tools.
•    Strong analytical skills to track ROI, sales trends, and activation performance
•    Excellent project management and execution capability.
•    Strong communication and negotiation skills.
•    Ability to build and manage relationships with trade partners.
•    Good problem-solving and decision-making ability.
•    Strong organizational and time-management skills