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Sales & Trade Marketing Manager

Bristol, England, United Kingdom

Sales & Trade Marketing Manager

  • NE02667
  • Bristol, England, United Kingdom

About Us

We're a truly international company, fourth largest in our industry and operating across 120 markets. An inclusive, innovative global FMCG business supported by over 27,500 employees. As we embrace a new era of growth, we are transforming. Our ways of working and culture are driven by a challenger mindset, constantly questioning the status quo. Our agility and entrepreneurial spirit, alongside award winning development programmes, enable innovation and success while creating exciting and rewarding career choices. As we move forward, our customers will be at the heart of what we do, evolving to needs and expectations and committing to a more meaningful contribution to harm reduction by building a successful NGP business. Integral to our long-term success is our sustainability strategy, behaving responsibly and supporting our ambitions, all underpinned by high governance. Encouraging inclusion at local levels and supporting a developing and robust diversity agenda globally, we’re fully committed to creating and maintaining an environment that celebrates and respects difference.

The Role

Reporting directly to the Head of Sales & Trade Marketing, the Sales & Trade Marketing Manager will be responsible for supporting the Head of Sales & Trade Marketing in delivering a multi-year sales and Trade marketing strategy across the region in alignment with corporate and commercial strategy.

 The key focus areas for the Sales & Trade Marketing Manager will be:

  • Being a critical advisor to the Key Account and Market Managers to upscale Key Account(s) management/investment and efficiencies
  • Support Clusters/Markets/KA Management to develop action plans based on optimization potentials
  • The optimisation of Trade investment, Trade engagement platforms and enhancement of Trade advocacy mainly in Key Accounts
  • Provide KA Investment contract transparency & consistency across the Region
  • Deliver framework that set’s direction to increase pay for performance and flexibility of investments
  • Build a governance process to ensure embedded in our ways of working
  • Develop a consistent Trade terms system/approach and monitor performance across accounts within Clusters and Markets.
  • Define ROI-based Trade terms investment to ensure positive impact on profitability
  • Develop an actionable and aligned RGM / Gross to Net plan that address the key Trade, brand and margin challenges to capture increased value for IMB in years to come.

The Sales & Trade Marketing Manager will work with those Markets where improvement opportunities have been identified to manage, design and implement solutions and work alongside other business functions such as Finance, Insight and IS to deliver and embed change. The role holder will also work across the region to identify pockets of best practice internally and bring external best practices to Markets and Clusters to drive Customer excellence. The Sales & Trade Marketing Manager will create, consolidate, maintain, and disseminated relevant best practice across the region through structured knowledge sharing forums & communities.

 The role holder will have strong knowledge and understanding of the end-to-end Plan to Sell process and demonstrate capabilities, such as Key Accounts, Field Force, Market Planning, Customer and Channel management, enabling sales tooling and being able to analyse customer, commercial and performance insight to inform decision making.

Whilst the role holder will be aligned to one region where they will focus their work, if the Head of Sales & Trade Marketing requires support in another region, i.e., to drive collaborative working across regions for the implementation of global initiatives, the Sales & Trade Marketing Manager will be expected to be able to cover multiple regions.

Principle Accountabilities

  • Being a critical advisor to the Key Account and Market Managers to upscale Key Account(s) management/investment and efficiencies
  • The optimisation of Trade investment, Trade engagement platforms and enhancement of Trade advocacy mainly in Key Accounts
  • To promote culture of Pay for Performance & shine a light on margin drift to Key Accounts
  • To lead the adoption of the KA Trade investment framework (KATIE) across Europe
  • To provide specialist skill sets in specific sales and Trade disciplines to drive optimisation initiatives in Market
  • To collate and cascade all sales and Trade assets to the relevant Markets in order to drive consistency across the Region
  • To lead the development and implementation of processes to measure customer satisfaction levels in main Clusters/Kas and leads solution development for the identified improvement areas, coordinating involvement of any relevant business personnel


  • Collaborate with Markets, Clusters and Global Insight to identify sales optimisation initiatives
  • Conduct in-depth analysis of our business and develop a deep understanding of key sales value drivers to identify growth opportunities
  • Bring commercial acumen and perform cost-benefit and revenue savings analysis where required
  • Manage course-corrective initiatives with Markets and Clusters, applying specialist knowledge and expertise
  • Build strong working relationships and work closely with in-Market teams to support in the implementation of optimisation initiatives and to upscale sales capabilities across the Region

Trade Marketing

  • Analyse customer insights and trends to inform Trade marketing optimization initiatives
  • Support the Sales & Trade Marketing Senior Manager to;
  • Ensure that commercial policies, guardrails, and Trade frameworks are adhered to by Markets and Clusters
  • Work with Markets to win with retailers through improved engagement and advocacy
  • The dissemination of Market Execution Plan template
  • Market Execution Plan benchmarking
  • Evaluation of Trade segment performance
  • Design and deliver solutions alongside Markets to implement Trade optimization initiatives



Additional Skills and Accountabilities

Customer Relationship Manager

  • Demonstrated experience in improving sales and Trade performance that can be verified externally in market or cluster
  • Sales and Trade experience in a market or cluster
  • Ability to demonstrate strategic insight and understanding, but also strong and proven operational delivery
  • Aligned and collaborative yet ability to challenge and influence stakeholder at all levels within the organization, particularly those that impact Regional financial and operational performance
  • Excellent communication skills – both written and oral
  • Strong interpersonal skills – with the ability to develop meaningful working relationships at all levels in the business
  • 5+ years’ experience across sales and Trade management roles, in a global FMCG organization

Critical Decisions

  • Develop and approve Trade investment plan in Kas
  • Develop and approve in-market execution plan in Kas
  • Identify key sales capabilities needed in the Clusters teams and support the further development.
  • Support local teams in develop a category management


  • Prepare all materials related to region performance to be escalated within the business, i.e., Board presentations, ExCom presentations, Regional Dashboards & relevant business reviews
  • Identify, consolidate, and centralize all sales and Trade best practice assets, methods, and approaches
  • Monitor performance of Markets, utilizing insight, to understand and identify where they could benefit from the use of any sales and Trade best practice assets
  • Establish and run a structured set of forums where Markets and Clusters can come together to form a strong sales and Trade community that adds value to the members, with a focus on the sharing of internal and external best practice
  • Support the Head of Sales & Trade Marketing with the following decisions:


What We Offer

Competitive salary, bonus scheme, pension, and 25 days holiday (with an additional 4 days on top to cover the Christmas period, and bank holidays), flexible working policy, corporate discounts, Health Cash Plan, and other wellbeing initiatives.

Next Steps

Interested applicants are encouraged to apply, highlighting their suitability for the above post. 

Apply Now

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