Job Overview
A leading FMCG business is seeking an experienced Associate Manager – Trade Marketing to support its Sales and Distribution (S&D) operations in the UAE. This role focuses on executing trade marketing strategies, improving product availability, supporting sales growth, managing promotional activities, and strengthening distribution performance across Modern Trade (MT) and General Trade (GT) channels.
The successful candidate will work closely with the Trade Marketing Manager, sales teams, and category management teams to achieve business targets, improve retail coverage, maintain accurate sales data, and ensure effective implementation of trade marketing plans across the UAE market.
Key Responsibilities
Trade Marketing Strategy and Planning
- Support the Trade Marketing Manager in developing and implementing Route-to-Market (RTM) strategies for assigned product categories.
- Assist in developing short-term and long-term sales strategies for Modern Trade customers in coordination with sales leadership.
- Ensure annual updates of RTM documents and alignment with business objectives and operating plans.
- Collaborate with sales and category teams to translate trade marketing strategies into actionable plans that support revenue growth and market expansion.
- Prepare monthly and quarterly business review reports, presentations, and performance updates in coordination with relevant departments.
Sales Performance and Reporting
- Prepare and distribute daily sales tracking reports at category level to monitor performance against targets.
- Update monthly sales targets based on approved forecasts and business requirements.
- Analyse customer master data and sales reports to identify customer trends, performance gaps, and growth opportunities.
- Monitor sales forecasts, forecast accuracy, stock freshness, and achievement of annual sales targets.
- Support the sales team in cascading category targets to sales representatives and tracking their progress.
Customer Database and Data Management
- Maintain an accurate and up-to-date customer master database.
- Verify essential customer documentation, including trade licences and passport copies, and confirm credit limit details before registering customer information.
- Ensure customer data is accurate, consistent, and validated with relevant internal stakeholders.
- Prepare customer master data reports to support business analysis and decision-making.
- Coordinate with regional sales teams to provide appropriate training on Management Information Systems (MIS) and improve data accuracy.
Distribution and Retail Execution
- Monitor on-shelf availability (OSA) across General Trade and Modern Trade channels to ensure products remain available to customers.
- Track effective retail coverage and ensure outlets within assigned regions receive appropriate sales service.
- Prepare and monitor Field Capability Score (FCS) reports, conduct regular performance reviews, and identify opportunities to improve field execution.
- Coordinate with sales representatives to strengthen distribution coverage and ensure compliance with Route-to-Market plans.
- Develop effective sales journey plans and route schedules to maximise outlet coverage and improve sales productivity.
- Conduct market visits with the Trade Marketing Manager to audit merchandising standards and promotional execution across stores and retail outlets.
Promotions and Trade Marketing Budget
- Support the development and implementation of promotional displays, point-of-sale materials, and in-store marketing activities.
- Coordinate with sales teams to execute promotions that support category objectives and agreed sales volumes.
- Monitor trade marketing expenditure against approved category budgets.
- Maintain trade marketing investment records in Siebel and support effective budget control.
- Review merchandising and promotional activities to ensure compliance with agreed plans and execution standards.
Team Leadership and Development
- Allocate responsibilities to team members and monitor the completion of daily activities.
- Identify training needs and nominate employees for development programmes in line with company guidelines.
- Conduct performance reviews, provide constructive feedback, and support employee development.
- Coordinate workforce planning, leave schedules, and overtime to maintain operational efficiency.
- Conduct regular team meetings to review achievements, address concerns, and improve employee engagement.
- Provide recommendations to HR regarding recruitment, promotions, and team development.
Key Performance Indicators (KPIs)
Performance in this role will be measured against the following indicators:
- On-Shelf Availability (OSA)
- Achievement of annual sales targets
- Development and periodic updating of Route-to-Market (RTM) documents
- Retail coverage achievement in line with the approved RTM strategy
- Effective coverage of direct outlets, including the specified 80% ECO direct coverage target
- Trade marketing investment and budget management in Siebel
- Sales forecast accuracy
- Stock freshness and product availability
- Field Capability Score (FCS) and quality of retail execution
Work Experience Requirements
- Minimum of 6 years of relevant professional experience, including specific experience in trade marketing within the Fast-Moving Consumer Goods (FMCG) industry.
- Experience in sales and distribution operations, category management, retail execution, and promotional planning is highly relevant.
- Familiarity with Modern Trade and General Trade channels, customer data management, sales reporting, and distribution coverage is advantageous.
Educational Qualifications
- Bachelor’s degree in Marketing or a related discipline is required.
- An MBA or postgraduate diploma in management with a specialisation in Marketing from a recognised university is preferred.
Required Skills and Competencies
- Trade marketing and category management
- Route-to-Market (RTM) strategy and distribution planning
- Sales and distribution strategy management
- FMCG market knowledge and retail execution
- Value chain management
- Consumer behaviour and B2B/B2C marketing
- Sales forecasting, target setting, and performance analysis
- Customer database management and Management Information Systems (MIS)
- Trade marketing budget monitoring and expense control
- Knowledge of applicable local and international laws and regulations
- Effective communication and stakeholder management
- Planning, decision-making, and problem-solving
- Customer-centric thinking
- Ownership, accountability, and results orientation
- Team leadership, coaching, and performance management
Job Location and Business Unit
Location: United Arab Emirates (UAE)
Business Unit: Sales & Distribution (S&D UAE)
Business Group: Sales & Distribution (S&D GCC)