How to Hire a Trade Marketing Manager in FMCG

Trade Marketing Managers bridge the gap between brand strategy and in-store execution. They translate consumer marketing campaigns into customer-facing activations, develop shopper toolkits, and manage point-of-sale materials, working closely with both the sales and marketing functions.

Core Responsibilities

• Develop trade activation plans that convert brand strategy into channel-specific customer programmes
• Create and manage POSM production — from brief to deployment across grocery, convenience, and impulse channels
• Build customer-facing sales toolkits, presentations, and selling stories for the field sales team
• Plan and execute product launches in-trade, coordinating with field sales, logistics, and brand teams
• Manage trade marketing budget, tracking spend vs. plan and activation ROI
• Analyse in-store execution data (compliance audits, OSA reports) and drive improvements
• Develop and brief promotional mechanics by channel, balancing consumer value and margin
• Support trade shows, industry events, and customer days

More common at mid-sized FMCG businesses than at large multinationals, where shopper and category roles overlap with trade marketing.

• Degree in Marketing, Business, or related field
• Field sales or shopper marketing experience an advantage
• Budget management experience required

Prioritise these signals when reviewing applications for Trade Marketing Manager roles:

• ✓ In-store activation experience — secondary space, POS, display unit management
• ✓ Channel strategy thinking — grocery vs convenience vs foodservice differences
• ✓ Measurable sales uplift evidence from previous activations
• ✓ Budget management and ROI evaluation experience
• ✓ Cross-functional collaboration with brand marketing and sales teams

• ✗ Focuses on activity rather than measurable sales results
• ✗ Limited understanding of how trade activation differs from brand advertising
• ✗ No experience negotiating secondary space or retailer in-store investment
• ✗ Can't explain how they'd evaluate the ROI of a specific trade activity