Senior Trade Marketing Lead: In-Store Visibility
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The Trade Marketing Manager (Visibility & Communication) is responsible for driving brand visibility, Point-of-Sale Material (POSM) strategy, and channel communication strictly focused on the in-store and immediate outlet space (both inside and exterior of the outlet), excluding mass outdoor media like street or tree banners.
The role serves as the central HQ owner governing the end-to-end POSM lifecycle. This includes setting ways-of-working, designing execution SOPs for last-mile field deployment, leveraging data learning for POSM selection, and conducting end-user studies to maximize retail impact.
Key Responsibilities
- Outlet POSM & In-Store Visibility Strategy
- Lead visibility strategy exclusively within the outlet ecosystem (indoor & outdoor storefront), including permanent fixtures, counters, wall space, window branding, posters, hangers, and display units (excludes mass OOH media such as street banners or tree banners).
- Maintain deep expertise in material specifications, paper gsm, printing quality, sticker durability, and unit cost optimization.
- Tailor visibility choices and artwork guidelines based on outlet tiering, volume potential, and strategic relevance.
- Last-Mile Execution, SOPs & Ways-of-Working
- Design the HQ-to-field Way of Working (WoW) to guarantee seamless, high-quality last-mile deployment execution.
- Establish Standard Operating Procedures (SOPs) and execution standards for POSM deployment across all retail and trade channels.
- Manage the Monthly Trade Cycle Discipline, creating clear deployment schedules, allocation sheets, and audit mechanisms across all regions.
- Direct field teams and regional execution roles (BMEs) on deployment timelines and proper retirement of expired materials.
- Run data decision learning models on POSM performance, using historical rollouts and sales metrics to optimize material selection and budget allocation.
- Conduct end-user (shopper and retailer) studies to evaluate how different POSM choices influence shopper behavior, dwell time, and conversion at the point of sale.
- Translate shopper insights into actionable guidelines for future creative design and material production.
- Develop targeted trade communications for two core audiences:
- Shoppers / Outlet Customers: Clear, effective point-of-sale product messaging within the outlet.
- Retailers & Field Teams: Instructional briefs, placement guides, and enablement kits for field promoters and sales representatives.
- Partner with Brand teams to ensure creative assets translate into high-impact, channel-compliant retail formats.
- Manage trade marketing budget allocation aligned with strategic outlet potential and POSM ROI.
- Oversee production vendors and deployment agencies for customized or complex outlet installations.
- Provide functional direction and dotted-line oversight to regional trade coordinators to maintain national compliance with execution SOPs.
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