Trade Marketing Job Description

Trade Marketing Manager Job Description Trade marketing varies in scope from one company to another. Here, I have tried to create a universal trade marketing manager job description that can be used across multiple categories. You will find that this job description manages to find the sweet spot between channel and shopper marketing leading to a concise yet comprehensive trade marketing manager job description. This role generally would support that of the brand manager, the channel marketing manager and consumer marketing manager. Overview: The trade marketing manager is responsible for translating the overall brand strategy across the channel and specifically at the point of sale. The trade marketing manager is responsible for creating demand for the product across the channel,[…]

Top Trade Marketing Resources This week I decided to start my list of top trade marketing resources I revert to when in need of inspiration. The list is in no special order and I will continue to update them with top trade marketing resources as I find more interesting resources. Please drop in any resources you use in the comments section. Top Trade Marketing Resource #1 him International Him! International is a great resource for Shopper insights and merchandising ideas. I follow their newsletter that I believe is sent on a monthly basis. I suggest you sign up. Top Trade Marketing Resource #2 PointSmith PointSmith is a great shopper marketing agency that has it’s own factory for producing your merchandising material. I[…]

Calling all Trade Marketing Professionals Come join the discussion with trade marketing professionals in the trade marketing industry on Linkedin here:  

The following is examples from different companies on how they describe the role of a Trade Marketer. Please add your company’s job description in the comments field and I will add it here. Red Bull Trade Marketing Manager: TRADE MARKETING KNOWLEDGE & CAPABILITY Develop trade marketing strategies, utilising trade and marketing experience to recommend best trade-led activities. Create and develop all channels of communication that contribute to the timely execution of Red Bull initiatives at internal, trade or shopper level. ALIGNMENT AND COORDINATION OF SALES AND MARKETING ACTIVITIES Through personal and electronic communication – educate, orientate and utilise the brand team to deliver through the line activity in store. Exchange ideas between Marketing and Sales departments proactively and challenge traditions.[…]

The Heineken Star Serve program is designed to ensure trade influencers, or in their case, bartenders are pouring Heineken. Bartenders are a tough crowd to please with multiple types of beer at their fingertips and a customer, that in some cases, wouldn’t no the difference if it was a lager or an ale. Heineken is keen on making sure that it’s beer is the choice beer poured more often and at the same time preserving its brand integrity. With the help of their London based agency, Iris Worldwide, and through their operations in Singapore, they have devised a plan that ensures their beer is served and poured to their customers, while maintaining their premium image. The Star Serve program consists of multiple activities that[…]

This is a great training video from the masters of merchandising, Red Bull. Highly recommended. Let me know what you think.

The guys at put together this great post about TM planning. Below is a short excerpt and be sure the follow the link at the end of this page.   “A guide to success in your “budgeting” for the coming year Between August and November, the trade marketing office of Brazilian consumer-goods industries generally go through the planning period for the following year’s budget. The objective of this process is to have some prevision over the expenses, investments and potential return on the business. The final document of this process is a business plan, by brand, category and sales channel, that integrates into the marketing, logistics, production and financial plan that companies submit to their shareholders in Brazil and[…]