Trade Marketing Manager
Bogota, Bogota
hace 17 horas



Reporting to the country GM, the Channel Marketing Manager is responsible for leading the Colombia’s Channel and Trade marketing efforts, working directly with the Brand, SBU and Sales teams as well as Distributors and Customers, applying relationship management and multilevel communication skills to drive and coordinated common goals and efforts.

Key responsibilities include the definition of the Channel Strategy for our portfolio of brand and products based on shopper understanding with final objective to drive sell out and margin growth.

Key measures should include channel assortment and planogram improvement, distribution gains, store space and visibility improvement, sell out and margin growth.

He / She will be also responsible for the creation of joint business plans for key clients and channels in coordination with key account manager, as well as help on acceptance of price changes.


  • Overall channel strategy for our brand and products
  • Category Management working with each brand manager (planogram, promotion, merchandizing, communication ) for key accounts or special projects
  • Define Store space and visibility strategies and plans to promote the products in store by right placement in category, out of category or extra displays
  • Work on joint business plans with top retailers in full partnership with Key Account Managers
  • Effectively develop and manage trade and branding promotional budget.
  • Leadership role in local key account line reviews, providing support for coordination among different functions and obtaining required resources to ensure effective & efficient execution to achieve internal goals.
  • Support and coordinate partner content for shopper events / activities such as messaging, tradeshows and conferences
  • Supervise and allocate promoters team

  • Support execution of campaigns, trade marketing and branding programs / initiatives differentiating in those directed to modern channel, traditional channel or eCommerce channel partners.
  • Leverage promotional synergies across distributors within channels when applicable.
  • Actively create and support programs directed to drive sales (sell-out) and brand equity at sub-distribution level.
  • Develop programs and commercial campaigns dedicated to maintain and grow end-user preference through intensive brands exposure, showing dynamism at POS to drive sell-out.
  • Support and supervise proper and impactful product launch activities in channels, including display and POS materials, incentive programs and provide supports to sell idea or concept to partners.
  • Establish metrics and KPIs to measure the effectiveness and efficiency of Trade activities to support the definition of future plans.
  • Pre-promotional analysis and post-promotional evaluations to measure success, performance and impact with respect to sales and ROI as well as end-user reach.
  • Closely monitor sales and profit margin per channel. Strong price monitoring in each channel.
  • Monitor competition’s activities and local market trends and prices.
  • Work closely with the Marketing Intelligence team and other functions to gather product and channel insights, whilst serve as an active source of market trends, trade insights, distributors priorities / needs, channel opportunities and programs / campaigns effectiveness.
  • Trade / Channel / Customer advocate : Support communication to partners for sales enablement through sales tools, website content, collateral development training, and demand generation initiatives.
  • Communicate back concerns of customers on pricing, product listing, promotions, etc.Communicate and align with different functions to better deliver the trade support services and inside sales activities to channel partners and end-users.


  • Education : Bachelor degree or above in Business Management, Marketing or related field. MBA preferred.
  • At least 3-5 years of experience in roles linked to Channel or Trade Marketing.
  • Category management & planograms experience.
  • Experience developing and monitoring channel price strategies
  • Experience with line reviews.
  • Strong shopper understanding.
  • Experience in category management
  • Excellent negotiation and interpersonal skills. Proven relationship management & multi-level communication skills.
  • Result driven drives for action, for trying new things and for getting things done.
  • Strong customer orientation and merchandising knowledge.
  • Very good analytical skills including the handling of financial data.
  • Early adopter personality : continuously seeking to be up to date on channel trends & POS techniques.
  • Ability to handle numerous projects simultaneously. Multi-task, problem-solve and prioritize in a fast paced working environment.
  • Leader by influence : Strong leadership skills and demonstrated success in guiding, directing, motivating and mentoring counterparts.
  • Lead strategically and proactively by example with a hands-on approach. A strong team player.
  • High energy level and highly motivated. A self-starter.
  • Effective written and verbal communication in English and Spanish are mandatory.

  • Business & Financial Acumen : Demonstrates a strong business focus and stays abreast of the market, competition and methods to improve customer profitability.
  • Understands the policies, practices, trends and information that impact the organization and its customers. Understands the financial impact of decisions / solutions on the organization and its customers.

    Demonstrates understanding of how organizations achieve profitability targets

  • Customer Focus Making customers and their needs a primary focus. Actively seeks information to understand customers’ circumstances, problems, expectations and needs.
  • Builds rapport and cooperative relationships with customers. Considers how actions or plans will affect customers; responds quickly to meet customer needs and resolve problems;
  • avoids over commitments. Implements effective ways to monitor and evaluate customer concerns, issues, and satisfaction and to anticipate customer needs.

    Shares information with customers to build their understanding

  • Results Driven Ensures efforts are focused on the activities that positively impact business results. Measures business results and processes against competitors and best practices and utilizes information to make informed decisions for improvement.
  • Exhibits a performance mentality by displaying the appropriate sense of urgency in accomplishing goals and takes corrective actions to ensure that critical projects achieve results.

  • Collaboration Working effectively and cooperatively with others; establishing and maintaining good working relationships.
  • Facilitator in assisting company to achieve goals.

  • Communication Understands people’s differences in communication and is able to articulate messages at all levels, directive approach to message.
  • Listens to other people’s point of view and incorporate into message; is respectful of other people’s opinions and suggestions.

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