The Trade Marketing Manager is responsible for driving brand visibility, product penetration, and sell-out performance across FMCG partners and distribution channels within the fintech ecosystem. This role bridges FMCG brand objectives and fintech platform capabilities, translating commercial strategies into effective trade marketing plans that accelerate user adoption, transaction volume, and revenue growth.
Key Responsibilities:
Trade Marketing Strategy
- Develop and execute trade marketing strategies aligned with company growth targets and FMCG partner objectives.
- Build annual and quarterly trade marketing plans covering promotions, campaigns, channel activations, and visibility programs.
- Balance trade-offs between branding, sales performance, margin, and cost efficiency.
Channel & Partner Activation
- Plan and implement in-channel activations across key FMCG touchpoints (e.g. distributors, retailers, agents, merchants, digital platforms).
- Collaborate closely with FMCG brands to co-create promotions, incentives, and go-to-market initiatives.
- Manage joint business plans (JBP) with strategic FMCG partners.
Campaign & Promotion Management
- Design and manage trade promotions, cashback programs, bundles, loyalty initiatives, and sales incentives leveraging fintech products (payments, credit, wallets, BNPL, etc.).
- Ensure flawless execution of campaigns from planning to post-evaluation.
- Coordinate with internal teams (Sales, Product, Tech, Data, Operations) to deliver integrated campaigns.
Performance Tracking & Analytics
- Define KPIs for trade marketing effectiveness (sell-in, sell-out, penetration, ROI, transaction uplift).
- Monitor campaign performance using data dashboards and market insights.
- Analyze results and provide actionable recommendations to optimize future initiatives.
Budget & Resource Management
- Own and manage trade marketing budgets, ensuring efficient allocation and ROI.
- Control promotional spending and ensure compliance with internal and partner guidelines.
Market & Consumer Insights
- Gather insights on FMCG shopper behavior, retailer needs, and market trends within fintech-enabled channels.
- Track competitor activities and emerging trade marketing practices in FMCG and fintech sectors.
