Trade Marketing Manager

Location: Dubai, UAE (regional market focus)

Experience Level: 5+ years in trade marketing/key account management

Languages: Fluent in English/Arabic preferred

Role Overview:

The Trade Marketing Manager will lead strategies to maximize product placement and visibility in major supermarkets, petrol station convenience stores, and other key retail outlets for the company’s tobacco products. This role bridges the sales and marketing functions, ensuring that marketing initiatives effectively translate into in-store execution. The Trade Marketing Manager is responsible for securing prime shelf space, planning promotions, and developing category growth plans with key retail partners. The ideal candidate has experience in trade marketing or category management within FMCG, strong relationships with key accounts, and the ability to drive brand performance at the point of sale while navigating the regulatory constraints of the tobacco industry.

Key Responsibilities:

• Trade Marketing Strategy: Develop and execute the annual trade marketing plan in line with overall sales and marketing objectives. Manage the trade marketing budget to maximize return on investment in retail activations and promotions.
• Product Placement & Visibility: Secure optimal product placement in major supermarkets and petrol station retail outlets. Negotiate with store managers and category managers for prime shelf space, eye-level positioning, and adherence to agreed planograms. Ensure the brand has high visibility in stores, within the bounds of local tobacco advertising regulations.
• Key Account Collaboration: Partner with key retail accounts (supermarket chains, convenience store networks, duty-free shops, etc.) to develop joint business plans. Conduct regular business reviews with these accounts to discuss category performance, promotional effectiveness, and opportunities for growth or improved partnership.
• Category Management & Development: Analyze sales data and category insights to identify trends in the tobacco product category. Advise retailers on category management best practices – for example, optimal product assortment, pricing strategies, and inventory management to grow the overall category. Position the company as a category advisor to strengthen relationships with retail partners.
• Market Research & Insights: Monitor consumer purchase behaviors at the trade level and gather feedback from retail partners. Keep track of competitor activities in stores (pricing, displays, new product launches) and report significant findings. Use insights to adjust trade strategies and recommend product marketing adjustments if needed.
• Cross-Functional Coordination: Work closely with the Brand Marketing team to ensure that national marketing campaigns (if any, given tobacco restrictions) align with trade activities. Coordinate with the Sales Managers to align on account strategies and with Supply Chain to ensure product availability during promotions.
• Compliance & Regulation: Ensure all trade marketing initiatives comply with UAE laws and regulations on tobacco sales and advertising. This includes respecting rules on marketing materials (e.g., health warning labels, no underage promotions) and ensuring retail partners adhere to legal standards for tobacco product display.
• Performance Tracking: Define KPIs for trade marketing efforts (e.g., increase in sales volume in key accounts, improved share of shelf, execution of promotions). Track and analyze the performance of trade initiatives and prepare reports for management detailing the impact on sales and market share.
• Store Visits: Conduct regular visits to retail outlets across the region to audit in-store conditions. Verify that products are in stock, correctly displayed, and promotional materials are in place. Use store visit observations to coach distributor merchandising teams or to adjust strategies for specific outlets.