Trade Marketing is the strategy and execution of marketing activities directed at the trade channel (retailers, wholesalers, distributors) rather than the end consumer. The goal is to increase product availability, visibility, and sales at point of purchase through customer-specific programmes.
Trade Marketing sits between Brand Marketing (consumer-facing) and Sales (commercial). It translates consumer-pull campaigns into retail-push programmes. In FMCG, trade marketing is critical because up to 70–80% of purchase decisions are made at the shelf, making in-store execution as important as above-the-line advertising.
Trade Marketing Manager is a significant mid-level FMCG career. It's an excellent route into senior marketing or commercial leadership, combining creative, analytical, and commercial skills. Trade marketers with strong category and shopper understanding often move into Category Management or NAM roles.
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