Trade Marketing Manager - eCommerce

Main objectives

The Trade Marketing Manager plays a pivotal role in bridging the gap between marketing and sales by

developing and executing trade strategies that drive brand visibility, shopper engagement, and sales

performance across all retail channels. This role is responsible for planning, coordinating, and evaluating trade promotions, activities, and retailer collaborations to ensure alignment with brand strategies and commercial objectives.

Key Responsibilities

Trade Strategy & Planning

• Develop and implement annual trade marketing plans per channel and customer.
• Align with sales and brand teams to translate brand strategies into effective customer-facing initiatives.
• Lead shopper insights and category analysis to inform trade initiatives.
• Identify the platform and market potential for sustainable growth
• Collaborate with the e-Commerce KAMs to create and manage a curated calendar of campaigns, promotions, and product launches across top retailers
• Translate regional brand plans into e-commerce tailored conceptual plans
• Serve as the primary liaison between the local brand teams and the local e-commerce sales teams
• Create, share and incorporate best practices across all Coty businesses, globally and locally
• Identify what is the optimal go to market strategy on how to win in different channels.
• Recommend brand/ assortment mix, distribution, pricing strategy and investment priorities.
  
  

Promotion Management & Channel Execution

• Collaborate with key retailers to activate brand plans and shopper marketing initiatives.
• Develop ecommerce specific promotions and packs to accelerate e-commerce growth.
• Monitor retail compliance and execution quality across touchpoints.
• Plan and track trade promotions and activities in alignment with marketing calendars.
• Evaluate ROI of campaigns and optimize future investments.
• Work closely with sales teams to identify promotional opportunities.
• Design and implement different offers to drive sell out while staying line with the brands’ guidelines.
• Own trade plans in collaboration with the commercial teams and aiming for profitable growth while improving market share.
  
  

Budget Management, Controls & Analysis

• Analyze trade marketing performance metrics and shopper behavior data.
• Provide regular reporting and insights to senior management.
• Propose data-driven improvements and innovation in trade execution.
• Monitor closely Trade Spend and A&CP actuals vs budgets monthly.
• Present close out reports for new launches, activations, and promotions.
• Share a quarterly recap on trade plans ROI highlighting achievements and areas for improvement.
• Consumer’s insights and clear segmentation: who are our existing clients and how can we recruit new ones.
• Better understanding of the various channels and the dynamics of each channel.
• Analyse the competition, their strategy, and the winning formulas.
  
  

Qualifications And Experience

• Bachelor's degree in Marketing, Business Administration, or related field (MBA is a plus).
• 5+ years of experience in trade marketing or brand marketing and 3+ years of experience in eCommerce.
• Proficient in interpreting sales and market data to inform strategy.
• Strong project management skills with the ability to manage multiple projects simultaneously.
• Analytical mindset with proficiency in Excel, PowerPoint, and basic performance reporting tools.
• Excellent verbal and written communication skills, with the ability to influence and collaborate across all levels of the organization.