The Trade Marketing Manager will drive category growth and brand performance by supporting the indirect sales team across key retail touchpoints of the consumer journey. The role is responsible for planning and executing trade marketing initiatives, including in-store retail fixtures, point-of-sales materials, visual merchandising solutions and retail activation programs that strengthen brand visibility, improve the shopper experience, and drive sales conversion in-store.
Working closely with the Retail Activation Manager, and collaborating with the Digital Shopper Marketing Manager, you will ensure cohesive and effective activation across omnichannel environments in Australia and New Zealand.
Develop annual trade marketing plans tailored to the market and retail partner needs, ensuring alignment with overall brand and commercial objectives and brand guidelines for the category specified
Support the indirect sales team with tailored toolkits and support for promotional plans
Implement effective in-store trade campaigns with indirect retailers, optimising shopper journey across physical retail environments. Ensure activity calendar is supported by detailed execution plan with clear KPIs
Manage overall launches and campaign activations, ensuring all content is live across offline channels to drive traffic and conversion
Own asset development and delivery process for NPD launches, campaigns and any promotional activities making sure our assets follow brand guidelines. Work closely with ANZ Creative Hub, Category team and Retail/Group teams where required
Design and deploy physical retail activations including fixtures, POS materials, in-store displays and merchandising solutions to enhance shopper experience and maximise sell-through
Project manage the end-to-end delivery of in-store solutions, ensuring timely and cost-effective implementation
Own Visual Merchandising guidance for tactical in-store displays (e.g. FOS unit, bulk stack, banners, windows) collaborating with the field team to ensure highest execution standard is maintained
Collaborate with the Digital Marketing Manager to align online and offline shopper experiences, ensuring integrated campaigns deliver a seamless customer journey and maximise campaign effectiveness
Lead the deployment and maintenance of branded fixtures, POP materials, and in-store displays. Monitor execution standards and analyse fixture performance
Manage production suppliers and agency partners, driving quality, efficiency, and innovation through strong stakeholder management, commercial negotiations, and clear execution standards
Own fixture asset management across the retail network, maintaining an accurate inventory of fixtures and displays, identifying refurbishment, replacement, and optimisation opportunities to maximise retail effectiveness
Develop and maintain planograms in line with NPD launches, product range updates, and category priorities, ensuring accurate execution and a consistent shopper experience across retail channels
Adapt and localise global retail fixture and merchandising guidelines to meet market-specific requirements, partnering with regional and global teams to deliver relevant, commercially effective in-store solutions while maintaining brand standards
Build and maintain strong relationships with indirect retailers and external agencies, ensuring effective delivery of trade initiatives
Be the project lead in the development and execution of campaigns, engaging key stakeholders in the business and managing alignment/approval process
Develop strong partnerships with account managers and field team to make sure required information and plans are shared on time, lead discussion to improve efficiency in costs and accelerate retail transformation
Partner with marketing, sales, commercial, and supply chain teams to ensure campaigns are integrated, timely, and well-executed
Manage assigned trade marketing budgets, ensuring spending delivers ROI and aligns with business goals. Ensure plan meets sales target/budget requirements for NPD, promotions, brand activations and retailer events
Manage project budgets, forecast accurately, own monthly reconciliations by channel and category for Finance review
Analyse market and channel data to measure campaign effectiveness. Prepare regular reports with insights and recommendations for optimisation
Set up clear KPI to measure performance of each activation and validate/improve campaign effectiveness
