Trade Marketing Executive

Role Purpose

The Trade Marketing Executive translates brand and commercial strategies into effective channel and retail strategies that drive distribution, visibility, shopper conversion and sell-through.

The role bridges Brand Marketing, Sales and Retail Execution, combining trade planning, commercial data analysis, shopper insights and negotiation skills to identify growth opportunities, optimise trade investment and develop valuable projects with retailers and key accounts.

Key Responsibilities

1. Trade & Channel Strategy

• Develop trade marketing strategies across key accounts, pet specialty chains, independent pet stores and modern trade.
• Analyse channel, account and SKU performance, shopper behaviour and competitive landscape to identify growth opportunities and investment priorities.
• Develop channel plans that improve distribution, visibility, penetration and sell-through.

2. Trade Marketing & Activation

• Develop and manage the trade marketing calendar covering promotions, seasonal campaigns, product launches and shopper activations.
• Develop effective trade mechanics such as bundles, GWP, PWP, sampling and retailer-exclusive programs.
• Coordinate trade activities with Sales, Brand Marketing and Supply Chain, and review campaign performance to improve future activities.

3. Key Account & Retail Activation

• Develop account-specific trade plans, shopper programs and commercial proposals with Sales and key retail partners.
• Negotiate trade programs, listing opportunities, display space, promotions and strategic retail projects.
• Build strong retailer relationships and identify opportunities that deliver measurable commercial returns.
• Support Sales in trade presentations, commercial negotiations and major retail projects.

4. Commercial & Data Analysis

• Analyse sell-in, sell-out, distribution, SKU performance, promotions, inventory and out-of-stock trends.
• Translate data into actionable recommendations for trade strategy, account planning, investment decisions and commercial negotiations.
• Use commercial insights to identify opportunities for sales, distribution and sell-through growth.

5. Merchandising Strategy & Management

• Develop merchandising standards covering planograms, SKU prioritisation, share-of-shelf, secondary displays and POSM.
• Lead and manage merchandisers to ensure consistent retail execution, outlet coverage and compliance with merchandising standards.
• Monitor field execution, identify gaps and coach merchandisers to improve visibility, availability and execution quality.
• Ensure field information and market feedback are accurate, commercially useful and actionable.

6. Trade Investment & Market Intelligence

• Manage trade marketing budgets and evaluate retailer investments, promotional support and display opportunities based on commercial potential and ROI.
• Monitor shopper decision drivers, competitor pricing, promotions, assortment, visibility and market trends.
• Translate market intelligence into practical trade and commercial recommendations.

7. New Product & Cross-Functional Support

• Develop trade plans for new product launches, including channel priorities, launch assortment, hero SKUs, displays and activation.
• Work closely with Sales, Brand Marketing and Supply Chain to align launch readiness, forecasts and execution.
• Monitor distribution, availability and sell-through, and recommend corrective actions based on launch performance.
• Provide Management with insights on channel performance, trade investment, competitive developments and key commercial opportunities.

Requirements

• Bachelor's Degree in Marketing, Business, Commerce or related discipline.
• 3–5 years of relevant experience in Trade Marketing, Shopper Marketing, Channel Marketing, FMCG, consumer goods or retail.
• Experience in the pet care, FMCG or retail industry will be an added advantage.
• Experience managing merchandisers or field execution teams.
• Strong proficiency in Microsoft Excel and PowerPoint.
• Strong communication and presentation skills.
• Strong negotiation and influencing skills, with confidence in engaging key accounts, retailers and business partners.
• Good understanding of retail, shopper and consumer trends.
• Ability to work independently, manage multiple priorities and meet deadlines.
• Strong business acumen with a results-oriented mindset.
• Proactive, adaptable and comfortable working in a fast-paced environment.
• Willingness to travel for market visits, retailer meetings and business activities when required.