Regional Trade Marketing Manager, East

Job Description: Regional Trade Marketing Manager
Role Overview
Responsible for driving General Trade (GT) shopper marketing execution across the region, translating national strategies into measurable sales growth.
Reporting To: National Trade Marketing Lead
Location: Kolkata, with extensive market travel.
Key Responsibilities
1. Shopper Marketing & Execution
Own end-to-end General Trade (GT) shopper marketing execution across the region.
Plan and execute regional New Product Development (NPD) launches in collaboration with the Zonal Sales Head, Regional Sales Managers (RSMs), and National Trade Marketing Lead.
Ideate, plan, and execute regional Below-the-Line (BTL) interventions with a direct impact on sales.
Act as the single point of contact for identifying and resolving regional execution bottlenecks, ensuring timely implementation of corrective actions.
2. Sales Contests & Vendor Management
Drive strategies for sales contests and ensure a high regional winning percentage.
Manage regional vendors and ensure timely closure of contest and activity payouts within stipulated timelines.
3. Planning & Analytics
Act as the Point of Contact (POC) for monthly regional target setting at the State × SKU level.
Own the Ways of Working (WoA) for the Retail Loyalty Programme (RLP) and wholesale loyalty programmes.
Own all secondary KPIs for focus brands, SKUs, and activated brands/SKUs.
Conduct competitor benchmarking for all MRP, scheme, and activation changes implemented by competitors.
Identify roadblocks impacting regional business performance and plan quick interventions in collaboration with the sales team to address on-ground challenges.
Act as the single POC for cascading monthly plans to the larger sales team and driving participation in all monthly agendas.
Own target setting for the RLP, loyalty programmes, and wholesale loyalty outlets.
Regularly analyse channel, RLP, and loyalty programme performance and recommend necessary programme modifications.
Recommend continuous improvements in in-store visibility across programme stores.
Key Stakeholders
Zonal Head
Regional Sales Managers (RSMs)
National Trade Marketing Lead
Regional GTM Lead
Area Sales Managers (ASMs)
Regional Commercial Managers
Programme Store Lead

Work arrangement
No