Senior Regional Trade Marketing Manager

Structural Information

Job number:                     10028926

Job title:                             Senior Regional Trade Marketing Manager

Job grade:                          M4

Group/ BU:                       CSB

Division:                             Marketing

Span of control:               0-5

Reports to:                        Executive Management

Core Description

The Senior Regional Trade Marketing Manager is responsible for driving regional commercial performance, sales growth, and market share by translating national brand and commercial strategies into effective regional trade marketing initiatives. The role ensures the successful execution of trade marketing programs, retail visibility, channel development, and sales enablement activities that support the achievement of volume, revenue, and profitability targets across all channels within the region. Acting as the key link between Marketing, Sales, Retail Operations, and Distribution partners, the incumbent is accountable for optimizing trade investments, enhancing customer and shopper experiences, and ensuring that trade marketing initiatives directly contribute to sales delivery and business growth.

Job Responsibilities

1. Sales Growth & Commercial Performance
Partner with Sales leadership and regional sales teams to deliver volume, revenue, market share, and profitability targets.
Develop and execute trade marketing initiatives that drive sell-through, customer acquisition, and sales growth across all channels.
Identify regional sales opportunities, market gaps, and growth levers to maximize commercial performance.
Support the achievement of sales objectives through effective promotional plans, incentives, channel programs, and customer engagement initiatives.
Monitor and evaluate sales performance trends and implement corrective actions where required.

2. Regional Trade Marketing Strategy & Execution
Develop and implement regional trade marketing strategies aligned to business, sales, and brand objectives.
Translate national marketing campaigns and product initiatives into localized market execution plans.
Lead the planning and implementation of channel-specific campaigns, product launches, merchandising programs, and promotional activities.
Ensure trade marketing plans address regional customer needs, shopper behaviors, and competitive market dynamics.
Drive best-in-class execution across retail, dealer, distributor, and partner channels.

3. Channel Development & In-Store Excellence
Define and drive the "Picture of Success" across all channels through the effective implementation of the 4Ps: Product, Price, Promotion, and Placement.
Ensure consistent brand visibility, merchandising standards, and point-of-sale excellence across the region.
Improve product availability, distribution reach, shelf presence, and customer experience.
Identify and implement channel development opportunities that enhance sales effectiveness and market penetration.

4. Budget Management & Return on Investment
Manage regional trade marketing budgets and ensure optimal allocation of resources.
Evaluate promotional effectiveness and trade spend efficiency through robust post-investment analysis.
Deliver measurable ROI on trade marketing initiatives and recommend improvements based on performance insights.
Ensure compliance with financial governance and budget controls.

5. Stakeholder Management & Cross-Functional Collaboration
Serve as the primary liaison between Marketing, Sales, Retail Operations, Supply Chain, and external partners.
Align product forecasts, promotional calendars, and go-to-market plans with key stakeholders.
Build and maintain strong relationships with distributors, dealers, key retail partners, and channel stakeholders.
Facilitate collaboration to ensure seamless execution of commercial and marketing initiatives.

6. Performance Analysis & Market Intelligence
Monitor and report on key commercial and trade marketing KPIs, including sales performance, market share, distribution, promotional effectiveness, and category growth.
Conduct competitor analysis, market assessments, and customer research to identify opportunities and risks.
Utilize insights and analytics to optimize trade marketing strategies and improve execution effectiveness.
Prepare executive reports and recommendations to support strategic decision-making.

7. Team Leadership & Capability Development
Lead, coach, and develop the regional trade marketing team to achieve business objectives.
Establish a high-performance culture focused on execution excellence, sales delivery, and customer satisfaction.
Drive capability development through training, mentoring, and performance management.
Ensure alignment of team activities with company strategy, sales priorities, and brand objectives.

Core Competencies

Functional Knowledge
Marketing in the Telecommunications industry, Retail Marketing Communications, Trade Marketing, Stakeholder and Supplier Management

Competencies (Behaviour)
Practical; Proactive; Customer Focus; Assertive; Proactive; Integrity; Self Responsibility; Independent; Ethical; Conceptualisation; Decision making; Project Management; Strategic thinking

Certifications

Education

Experience

Additional Information

Key Performance Indicators (KPIs)
Sales Revenue Achievement
Volume Growth
Market Share Growth
Distribution and Availability Metrics
Trade Marketing ROI
Promotional Effectiveness
In-Store Execution Compliance
Brand Visibility Scores
Customer and Channel Engagement
Budget Adherence
Team Performance and Capability Development

Qualification and experience:
Education: Bachelor’s degree in Marketing, Business Administration, or a related field preferred.
7+ years of progressive trade marketing or commercial sales experience, specifically within the Telecommunication or retail sectors.

Special Requirements:
Analytical Prowess: Advanced ability to interpret sales data, market trends, and consumer behavior to formulate actionable commercial decisions.
Stakeholder Management: Exceptional negotiation, leadership, and communication skills to influence internal teams and external retail partners.
Skills: Travel across the country is generally required.

Special Requirements

Physical Requirements

Key Stakeholders

• Marketing, Direct/ Indirect Sales Channels
• Operations and external vendors/ partners.