Associate Manager, Trade Marketing at BIC

The Role:

• The Associate Manager, Trade Marketing – Uganda is responsible for driving trade marketing initiatives across the Uganda cluster, with a strong focus on growing the Lighters and Shavers categories through distribution expansion, channel development, and best-in-class execution. The role adapts regional strategies into locally relevant trade plans, strengthens distributor partnerships, identifies growth opportunities, and collaborates with Sales and Marketing to improve market coverage, brand visibility, and sustainable business growth while building trade marketing capabilities across all BIC categories.

Main Responsibilities / Tasks:

• Drive in-store execution excellence by ensuring superior visibility, merchandising standards, planogram compliance, and product availability across priority outlets.
• Improve the deployment and execution of Point-of-Sale Materials (POSM) to maximize brand visibility and shopper engagement at retail.
• Provide regular market, shopper, and competitor insights to identify opportunities and support commercial and marketing strategies.
• Analyze sales, distribution, and trade promotion data to measure effectiveness, monitor KPIs, and recommend corrective actions.
• Plan, execute, and evaluate trade promotions in collaboration with the Business Development Manager (BDM) to drive sales and market share growth.
• Support the planning and execution of Below-the-Line (BTL) activities, consumer activations, and retail engagement programs.
• Champion trade marketing initiatives to accelerate the growth of BIC Pocket Lighters and BIC Shavers through enhanced visibility, promotions, and customer engagement.
• Coordinate stationery trade marketing activities to improve distribution, visibility, and promotional execution across key product categories.
• Manage the trade marketing budget, ensuring effective resource allocation, cost control, and optimal return on investment.
• Monitor and report trade marketing performance against agreed KPIs, providing actionable recommendations for continuous improvement.
• Build strong cross-functional partnerships with Sales, Marketing, Supply Chain, Finance, Customer Service, and regional teams.
• Act as the primary Trade Marketing contact in Uganda, ensuring alignment between local and regional teams while driving flawless execution of strategic priorities.

Key Performance Indicators

• Deliver annual sales growth targets for Uganda.
• Increase market share across Stationery, Pocket Lighters, and Shavers categories.
• Achieve execution compliance for all planned trade activities.
• Drive POSM deployment and visibility compliance across channels.
• Deliver planned trade promotions and BTL activities on schedule.
• Generate positive ROI on trade marketing investments.
• Submit timely and accurate trade performance and market intelligence reports.
• Maintain strong stakeholder satisfaction through effective cross-functional collaboration.

Requirements:

• Bachelor’s degree in Marketing, Business Administration, or a related field.
• Minimum of 3 years’ experience in Trade Marketing, Marketing, or a related commercial role.
• Experience in FMCG and a multi-market or distributor