CONSUMER EXP & TRADE STRATEGY LEAD

The incumbent will be responsible for leading the development and execution of trade strategy and consumer engagement initiatives to drive commercial performance and volume growth. This includes translating consumer and market insights into impactful trade programs, ensuring strong in-market execution across channels, and enhancing consumer conversion. The role will also drive digital commercial solutions, optimize trade investments through performance tracking and ROI management, and work closely with sales teams, distributors, and cross-functional stakeholders to deliver execution excellence.

 

 

 

 

 

Trade Marketing Strategy

• Lead the overall trade marketing and consumer engagement strategy to drive commercial performance, volume growth, and strong execution across channels.
• Translate consumer, market, and field insights into actionable strategies that improve competitiveness and consumer conversion.
• Define program mechanics, channel priorities, SKU focus, and execution standards to maximize effectiveness and ROI.
• Continuously optimize trade activities through KPI tracking, performance analysis, and post-evaluation.
• Partner closely with Sales and cross-functional teams to ensure alignment with business priorities and market realities.

 

Trade Programs & Activation Management

• Lead end-to-end planning and execution of centralized trade programs and activation initiatives across all channels.
• Develop clear activation mechanics, KPIs, timelines, and budget allocation aligned with commercial objectives.
• Coordinate closely with Marketing, Sales, Finance, Supply Chain, agencies, and distributors to ensure seamless execution.
• Monitor execution quality and program performance, identifying opportunities to improve impact and ROI.
• Drive continuous improvement of activation effectiveness through field feedback and performance insights.

 

Digital Commercial Solutions & Transformation

• Lead the development and enhancement of digital tools and platforms to improve execution, efficiency, and commercial performance.
• Drive digital transformation across trade programs by building scalable and data-driven solutions.
• Ensure strong adoption and effective implementation through collaboration with Sales, field teams, and external partners.
• Leverage data and analytics to strengthen decision-making, governance, and business insights.
• Continuously improve processes by reducing manual work, increasing visibility, and enhancing compliance.
• Define and drive the roadmap for future digital capabilities aligned with business priorities.

 

DTC Engagement & Field Execution Excellence

• Lead DTC engagement strategies to drive consumer conversion and commercial performance in line with regulatory requirements.
• Develop targeted engagement approaches to maximize field productivity and quality of consumer interactions.
• Optimize deployment, routing, and resource allocation to improve execution effectiveness and ROI.
• Track performance across engagement, productivity, and conversion KPIs to ensure business impact.
• Continuously refine engagement models and execution standards based on field insights and data.
• Work closely with field teams, distributors, and partners to strengthen execution discipline and responsiveness.

 

People Management

• Lead, coach, and develop a high-performing team, strengthening capabilities in trade marketing, execution, and project management.
• Foster a culture of accountability, collaboration, innovation, and continuous improvement.
• Provide clear direction, regular feedback, and development support to drive team effectiveness.
• Build strong succession pipelines and capabilities to support long-term business needs.

 

Budget & Investment Management

• Lead trade marketing budget planning and allocation to support business priorities and commercial objectives.
• Ensure effective budget phasing and compliance with governance processes.
• Monitor spending efficiency and program ROI to maximize business impact.
• Provide regular performance insights and recommend optimization actions to improve investment effectiveness.
• Maintain strong financial discipline and governance across all trade initiatives.

 

Requirements

• Bachelor’s degree required.
• Minimum 5 years of experience in FMCG, preferably within trade marketing; tobacco or regulated industry experience is a plus.
• Strong commercial and financial acumen with good analytical skills.
• Proven people management and team leadership experience.
• Strong understanding of trade marketing, consumer engagement, and field execution.
• Experience in trade activation, merchandising, and digital tools/platforms is highly preferred.
• Excellent stakeholder management skills with the ability to work across cross-functional teams, distributors, and agencies.
• Fluent in English with strong communication and presentation skills.
• Proficient in Microsoft Office, especially Excel and PowerPoint.
• Highly proactive and resilient, with strong ownership, strategic thinking, and execution discipline.