Job Summary:
The Trade Marketing Manager will be responsible for developing and executing trade marketing strategies to drive brand visibility, sales growth, and retailer engagement for fresh berries. This role involves close collaboration with sales teams, distributors, retailers, and marketing agencies to ensure effective in-store promotions, merchandising, and trade partnerships.
Key Responsibilities:
1. Trade Marketing Strategy & Execution:
Develop and implement trade marketing plans aligned with brand objectives and market trends in China.
Design promotional campaigns for supermarkets, hypermarkets, fruit stores, and wholesale markets.
Work closely with sales teams to ensure proper execution of trade promotions, POS materials, and merchandising standards.
2. Retail & Channel Management:
Strengthen relationships with key retail partners (e.g., Sam’s Club, Pagoda, Yonghui, Hema) and distributors.
Analyze market data (sell-out reports, competitor activities) to optimize trade spend and ROI.
Develop trade activation programs (sampling, discounts, bundling) to boost sell-through.
3. Brand & Product Visibility:
Ensure effective in-store branding, shelf placement, and POSM (Point-of-Sale Materials) deployment.
Collaborate with agencies to create compelling trade marketing assets (banners, shelf talkers, demo stands).
Work with Digital Marketing Manager to leverage digital platforms (WeChat, Douyin, Little Red Book) for trade-driven campaigns.
4. Market & Competitor Analysis:
Monitor industry trends, consumer preferences, and competitor trade activities in China’s fruit sector.
Provide insights to adjust strategies for seasonal fruits (e.g., durian, cherries, blueberries) and private label products.
5. Budget & Performance Tracking:
Manage trade marketing budgets, ensuring cost-effective execution.
Track KPIs (sell-in, sell-out, promo effectiveness) and report on campaign performance.
Qualifications & Requirements:
Education: Bachelor’s degree in Marketing, Business, Agriculture, or related field. MBA is a plus.
Experience: 5+ years in trade marketing, preferably in FMCG, fresh produce, or agribusiness in China.
Skills:
Strong knowledge of China’s retail landscape (modern trade, e-commerce, wet markets).
Proficiency in data analysis (Nielsen, Kantar) and trade marketing tools.
Fluent in Mandarin & English (written/spoken).
Creative, analytical, and results-driven.
Preferred: Experience with imported fruits or perishable supply chains.