Job Description
Summary
• Lead the development and execution of the company’s Trade Marketing strategy across Nigeria, translating brand and commercial priorities into strong in-market execution that drives distribution, visibility, shopper conversion and sales.
Key Responsibilities
• Develop annual and quarterly Trade Marketing plans aligned with brand and sales objectives, with clear priorities by channel, region and SKU.
• Build channel-specific strategies across General Trade, Modern Trade, Wholesale, Open Markets and other relevant channels.
• Own trade promotions, retailer programs, merchandising and visibility initiatives, ensuring strong execution and measurable business impact.
• Partner closely with Sales to identify market opportunities, resolve execution gaps and develop joint channel plans.
• Lead BTL and in-market activations including market activations, sampling, roadshows and retailer engagement programs.
• Develop and maintain merchandising standards; drive availability, share of shelf, visibility and execution compliance across priority outlets.
• Monitor competitors, pricing, promotions, visibility and market dynamics; convert observations into actionable recommendations.
• Manage the Trade Marketing budget and evaluate effectiveness/ROI of major trade investments and promotions.
• Track execution and performance through clear KPIs, dashboards and post-activity reviews; continuously improve ways of working.
• Lead and develop the Trade Marketing team and manage BTL, merchandising and activation agencies/vendors.
Key KPIs / Deliverables
• Sales growth and business performance in priority channels/regions
• Distribution, availability and on-shelf presence
• Visibility, share of shelf and merchandising compliance
• Trade promotion effectiveness and ROI
• Activation coverage, productivity and execution quality
• Trade Marketing budget adherence and return on investment
• Timely and high-quality execution of the annual Trade Marketing calendar.
Candidate Profile
• Interested candidates should possess a Bachelor`s / Master`s Degree
• 7–10 years of relevant experience, preferably in FMCG Trade Marketing, Shopper Marketing, Channel Marketing or Sales & Marketing.
• Strong understanding of the Nigerian FMCG market, route-to-market and General Trade; Modern Trade experience is an advantage.
• Proven experience working closely with Sales and field teams to drive commercial execution.
• Strong experience in trade promotions, merchandising, BTL activations and trade investment management.
• Strong commercial and analytical skills, with the ability to turn data and market insights into actions.
• Excellent stakeholder management, negotiation, communication and project management skills.
• Highly execution-oriented, hands-on and comfortable spending time in the market.
• Strong Excel and PowerPoint skills; MBA/advanced business qualification is an advantage.
Ideal Candidate:
• A commercially strong, hands-on Trade Marketer who can connect brand strategy with what happens at the point of sale.
• The candidate should be equally comfortable developing channel strategy, analysing sales and distribution data, working with Sales and agencies, and personally driving high-quality execution in the market.
