Trade Marketing Manager at NCBA Group

Job Purpose Statement

The Trade Marketing Manager role is to lead our trade marketing efforts and drive growth through strategic merchant partnerships, promotions, and channel-specific initiatives. This role is responsible for overseeing the development, execution, and optimization of trade marketing strategies that support the overall sales and brand goals across multiple retail and merchants’ segments. This role is pivotal in bridging the gap between the brand's marketing strategies and the retail/merchant experience. The Trade Marketing Manager will collaborate with sales, product development, marketing and other key stakeholders to ensure the effective execution of trade marketing programs that maximize brand visibility, sales performance, and retail partner relationships.

Key Accountabilities (Duties and Responsibilities)

Financial 40%
 Trade Marketing Strategy Development:

• Develop and implement trade marketing strategies that align with brand goals and sales targets.
• Establish a clear channel strategy for LOOP Consumer, LOOP FLEX, LOOP Discover & LOOP BIZ. The Channel strategy to evolve based on key product launches. 

 Retail & Channel Marketing:

• Design and execute marketing campaigns tailored to different merchants’ segments (e.g., supermarkets, e-commerce, pharmacies, duka stores).
• Oversee the development and execution of trade promotions, retail campaigns, and point-of-sale (POS) activities to drive brand awareness, product visibility, and sales growth.

Promotional Planning and Execution: 

• Coordinate and execute trade promotions, discounts, and special offers in collaboration with sales teams and merchant segments
• Monitor and track the performance of promotional activities, ensuring they deliver the expected ROI and meet sales objectives.

Point-of-Sale (POS) Materials and Merchandising:

• Oversee the development and distribution of POS materials, including signage, displays, brochures, and sampling kits, ensuring brand consistency and high-quality standards.
• Manage product placements and visibility in-store, working with merchants to secure prime shelf space.

Market and Competitor Analysis:

• Conduct market research and competitive analysis to identify trends, opportunities, and potential threats in the retail space.

 Budget Management and Reporting:

• Manage the trade marketing budget, ensuring all activities are within budgetary constraints and deliver maximum impact.

Internal Business Processes 25%

Cross-functional Collaboration:

• Collaborate closely with the commercial, product, Marketing, Customer Experience and operations teams to ensure that trade marketing initiatives align with overall business goals and product launches.

 Sales Support and Training:

• Provide commercial teams and retail partners/merchants with the necessary tools, training, and support to effectively promote the brand and drive sales.
• Equip commercial teams with knowledge of product features, benefits, and key selling points.

Customer 25%

 Trade Partner Relationship Management:

• Develop and nurture strong relationships with merchants, key retail partners and other stakeholders to drive collaboration and mutual business success.
• Negotiate promotional terms and agreements with merchants’ partners, ensuring profitable outcomes for both the company and the merchant’s partners.

Innovation and Trends:

• Stay informed about industry trends, new technologies, and retail innovations that could influence trade marketing strategies.

Learning & Growth 10%

• Demonstrate a commitment to self-development and developing others, building long-term staff capability and competency in and beyond own team;
• Keep abreast of the latest digital trends and technology through industry research to inform content & engagement strategy.

Job Specifications

Qualification and Experience Requirements

• Education: The Trade Marketing Manager has to have a Masters in Marketing, Business Administration, Communication or any other related field. The equivalent in working experience is also acceptable.
• Experience: A candidate for this position has to have had at least 10 years working experience in a marketing capacity, conducting online marketing, digital acquisitions, website management, paid marketing, or Marketing Partnerships at the capacity of a Senior Marketing Manager/Senior Communication Manager in a fast-paced and extremely competitive environment. The candidate Experience:
• 10+ years of experience in trade marketing, sales, or brand management, with at least 3 years managing key partnerships.
• Proven track record in developing and executing successful trade marketing strategies that drive brand growth and sales.
• Strong background in managing retail partnerships, executing trade promotions, and overseeing point-of-sale activities.

Skills:

• Expertise in trade marketing tools and platforms, as well as proficiency with analytics software (e.g., Google Analytics, Tableau, or similar platforms).
• Strong leadership, team management, and cross-functional collaboration skills.
• Exceptional communication and presentation skills, with the ability to influence and negotiate with key stakeholders.
• Strategic thinker with excellent problem-solving and decision-making abilities.
• Financial acumen to manage budgets, forecast, and track performance against key metrics.

Desirable:

• Experience working in fast-moving consumer goods (FMCG), retail, or a similar consumer-driven industry.
• Familiarity with e-commerce platforms and digital trade marketing tactics.
• Previous experience with global or regional trade marketing strategies is a plus.