Commercial & Trade Marketing Manager | 9+ Years of Experience in Sales Strategy | Retail, FMCG, E-commerce

Develop and execute sales strategies to achieve volume, revenue, profit, and market share targets.

Lead and manage sales teams across assigned territories, channels, or customer accounts.

Build and maintain relationships with key retailers, distributors, and wholesalers.

Negotiate annual agreements, pricing, promotions, and commercial terms with customers.

Drive distribution, availability, and visibility of products across all channels.

Monitor sales performance and implement corrective actions to achieve targets.

Identify growth opportunities by channel, customer, category, and territory.

Manage forecasting, demand planning, and sales budgeting processes.

Collaborate with trade marketing to execute promotions and in-store activations.

Ensure excellence in retail execution, merchandising, and shelf availability.

Analyze sales data, market trends, and competitor activities to inform business decisions.

Lead joint business planning with key customers.

Manage distributor performance, coverage, and route-to-market effectiveness.

Coach, develop, and evaluate sales representatives and frontline teams.

Track KPIs including volume, revenue, market share, distribution, profitability, and execution metrics.

Monitor inventory levels and coordinate with supply chain teams to avoid stock-outs.

Support new product launches and ensure effective market execution.

Conduct regular customer visits, business reviews, and sales performance meetings.

Prepare sales reports, forecasts, and management presentations.

Manage trade spending and ensure efficient use of commercial investments.

Drive customer satisfaction and strengthen strategic partnerships.

Ensure compliance with company sales policies and commercial guidelines

Pipeline owner

• Define Ideal Customer Persona

• Define go-to-market strategy

• Close deals

• Manage digital merchandising assets and retail media execution

• Drive profitability and P&L aligned growth strategies

evelop shopper marketing strategy aligned with brand and sales objectives.

Analyze shopper, consumer, and retailer insights to identify growth opportunities.

Create retailer-specific activation plans and annual promotional calendars.

Plan and execute in-store displays, secondary placements, and merchandising programs.

Manage promotional campaigns, price promotions, bundles, and sampling activities.

Collaborate with sales teams on joint business planning with key retailers.

Support new product launches through retail activation and shopper communication plans.

Develop point-of-sale (POS) materials and retail marketing assets.

Manage retail media campaigns across retailer advertising platforms.

Optimize digital shelf content, search visibility, and online conversion.

Work with category management teams on assortment, shelving, and category growth initiatives.

Coordinate cross-functionally with brand marketing, sales, supply chain, finance, and agencies.

Manage shopper marketing budgets and trade investment efficiently.

Track and analyze campaign performance, sales uplift, and ROI.

Conduct post-promotion evaluations and recommend optimization actions.

Monitor competitor activities, promotions, and retail execution.

Build strong relationships with retail partners and external agencies.

Ensure consistent execution of brand guidelines across all shopper touchpoints.

Prepare business reviews, performance reports, and retailer presentations.

Drive category growth, market share gains, and shopper conversion at the point of purchase.

Develop and execute trade marketing strategies aligned with commercial and brand objectives.

Create channel-specific plans for modern trade, traditional trade, pharmacies, wholesalers, and e-commerce.

Lead annual trade marketing planning and customer activation calendars.

Design and implement promotional programs to drive sales and market share.

Manage trade marketing budgets and optimize trade investment effectiveness.

Develop go-to-market strategies for new product launches and portfolio expansions.

Collaborate with sales teams to improve distribution, visibility, and availability.

Define channel and customer segmentation strategies.

Develop merchandising standards and execution guidelines.

Lead in-store visibility initiatives, displays, shelf enhancements, and secondary placements.

Monitor and improve retail execution and compliance across channels.

Analyze sales, market share, and channel performance data to identify growth opportunities.

Conduct post-promotion analysis and measure ROI of trade activities.

Manage POSM (Point-of-Sale Materials) development and deployment.