With global brands exploding into the market and infiltrating the lives of consumers through various channels and platforms, marketing has taken on greater significance and complexity.
Today’s consumer-driven market calls for marketers with specialist skills. Take for example, trade marketing. Compared to brand management, trade marketing is a discipline of marketing that strives to increase demand at the wholesaler, retailer, or distributor level as compared to the more commonly-known consumer level.
Trade marketers are usually very familiar with a particular field and have the vital contacts of retailers, wholesalers and distributors to market their product well.
The importance of trade marketing
To ensure that a retailer helps differentiate a company’s product against competitors in the market, a trade marketer must help market products to retailers.
Trade marketing managers are important in sectors such as FMCG, where there is a myriad of products; each competing against the other to gain prominence in the retail space.
Additionally, trade marketers are usually very familiar with a particular field and have the vital contacts of retailers, wholesalers and distributors to market their product well.
Job responsibilities of a trade marketing manager
A trade marketing manager is usually responsible for local market brand development within a channel. This is done across a variety of marketing strategies including product launches, public relations and communications efforts, setting up displays and designing loyalty programmes.
Trade marketers typically have two target groups: Distributor/dealers, or retailers.
Skills needed to be a trade marketer
To be a trade marketing manager, you usually need:
- relevant industry experience
- three to five years’ proven channel marketing experience
- expertise in marketing programme development for retail outlets
- showroom, trade marketing, or tiered distribution experience
- proven project management skills
Your career path
A trade marketer typically starts as a trade marketing assistant to learn the ropes, before moving on to an executive role after two years and managerial role after three to five years. After which, a trade marketing manager may see one’s portfolio increase to cover a regional one, with an increasing range of products to manage. Experienced trade marketers are usually in high demand, especially if they have lots of experience managing a particular product line and have worked in an industry for long, for example, within FMCG which typically requires prior industry experience for potential job seekers.
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