Trade Marketing Manager- FMCG

Job Location: Beirut, Lebanon

Company sector: FMCG Distributor

Key Responsibilities:

1. Trade Marketing Strategy & Execution:

• Develop, implement, and monitor trade marketing strategies to drive brand awareness, increase product visibility, and boost sales in all channels (e.g., retail, wholesale, distributors).
• Work closely with the sales and marketing teams to align trade marketing activities with brand goals and ensure product availability in key retail outlets.
• Lead the design of promotional campaigns, including in-store activations, displays, and consumer engagement strategies that appeal to target markets.
• Analyze market trends, consumer data, and competitor activity to adjust strategies and drive market share growth.

2. TMR Team Leadership & Management:

• Directly manage and lead a team of Territory Manager Representatives (TMRs), providing them with the tools, guidance, and support to effectively represent the brand in the field.
• Set clear objectives and performance targets for TMRs to ensure that they maximize product placement, merchandising, and in-store promotions.
• Conduct regular performance reviews of TMRs, providing coaching and feedback to enhance their on-ground execution.
• Ensure TMRs regularly visit key retail locations, monitor store-level execution, and collect feedback on promotions and competitor activities.

3. Field Execution & Territory Management:

• Coordinate closely with TMRs to ensure seamless execution of trade marketing initiatives across different territories.
• Support TMRs in identifying opportunities to grow market share, expand distribution, and optimize product placements within their assigned territories.
• Visit retail outlets and distributors with TMRs to assess market conditions, product availability, and the effectiveness of in-store promotional efforts.
• Ensure consistent execution of national campaigns at the local level, while allowing for territory-specific adjustments when needed.

4. Budget Management & ROI Tracking:

• Manage the trade marketing budget for each territory, working with TMRs to allocate resources to high-impact opportunities.
• Track the performance of trade marketing initiatives through KPIs such as sales growth, ROI, and customer engagement.
• Provide regular reports on trade marketing performance and the contributions of TMR activities in driving territory sales

5. Retail Relationship Building:

• Develop and nurture relationships with key retail and distribution partners to ensure strong support for the companys products.
• Work with TMRs to build relationships with store managers, buyers, and retail decision-makers to enhance the brands shelf space and prominence.

6. Market & Competitor Intelligence:

• Gather and analyze insights from TMRs on local market conditions, including consumer preferences, competitor activities, and promotional effectiveness.
• Use market data to inform trade marketing strategies and ensure that the company remains competitive across all territories.

Skills & Requirements:

• Bachelors degree in Marketing, Business Administration, or a related field.
• Minimum 6 years of experience in trade marketing within the FMCG sector.
• Experience & knowledge of the Lebanese market, including key retail and distribution channels.
• Strong experience in managing Territory Manager Representatives, with a focus on training, motivating, and performance optimization.
• Ability to develop and execute trade marketing plans that drive sales and market share growth.
• Proficient in managing trade marketing budgets, forecasting, and optimizing spend for maximum ROI.
• Ability to analyze sales data, market trends, and competitor activities to develop actionable insights.
• Experience in planning and executing in-store promotions, product launches, and trade events.
• Strong understanding of retail execution strategies and how to optimize shelf placement, displays, and merchandising.
• Effective collaboration with the sales team to align trade marketing activities with sales objectives.
• Strong negotiation skills to manage relationships with retailers, suppliers, and other stakeholders.
• Proficient in MS Office (Excel, PowerPoint, Word).
• Familiarity with CRM
• Ability to use data analytics tools for market and sales analysis.
• Willingness to travel within Lebanon for market visits and retailer meetings.