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Trade Marketing Executive



As a Trade Marketing Executive, you will drive the company’s Channel Strategy & picture of success in modern and traditional channels and ultimately the activation to deliver on KPIs linked to strategy / PICOS.


  • Foresight: Informing the “where to play” decision making and strategic “how to win” mid- to long-term choices.
  • Intelligence: Informing the consumer/Shopper facing near-term “how to win” choices of the business entities.
  • Operational Excellence: Ensuring that our outlet execution meets both the customer and organizational objectives.





Budget Management:

  • Set monitor and manage the Trade Marketing Budgets in line with the agreed channel strategies.

Channel landscape and strategy:

  • Lead and maintain the channel landscape build process
    • Maintain the Trade Census database up to date
  • Define channel opportunities through developing insights from the data
    • Identify and evaluate business, brand and packaging and where innovations that meets consumer / customer needs
    • Develop and maintain Sales operation policies for specific channel in trade terms, discount policy, commercial asset management and operation standards.

Planning and forecasting:

  • Partner in OpCo Portfolio Strategy and Business Planning
    • Annual Planning
    • Channel Strategy
  • Support the Business in High Level Business Forecasting for specific channel.
    • Beer and Key Segments (by format and channel)
      Channel activation:
  • Develop channel activation plans for the defined portfolio that are implementable for MT & TT channels.
    • Identify the most appropriate programmes for implementation by channel
    • Make recommendations for future adjustments to the annual TM program.

Sales/Activation Team Support:

  • Support & provide Sales tools and guidance to Sales team to ensure Portfolio management and execution excellence.
    • Develop clear/simple Sales tools and guidelines for portfolio management and visibility standards
    • Develop clear and simple tools for program sell in.
    • Feedback to marketing and trade marketing from customer perspectives.

Business/channel analytics:

  • Deliver Business/channel analytics and reporting
    • External Market and Channel Reporting
    • Outlet KPI Measurement and Reporting (EOE)
    • AC Nielsen data analysis
    • Track and analyse PICOS by channel
  • Managing the process to measure and drive execution excellence at POP

Set up of Excellent Outlet Execution Measurement systems ( Picos monitoring through SEM)


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