Brand & Trade Marketing Manager

Role Overview

A Brand & Trade Marketing Manager with a minimum of 4 years of experience, responsible for developing and executing brand and trade marketing strategies at the country level while ensuring alignment with global marketing guidelines. This role demands strong analytical skills, strategic thinking, and the ability to collaborate effectively across multiple functions, including sales, e-commerce, and innovation.

Responsibilities:

1.  Brand Strategy & Implementation

• Develop and execute brand strategies in line with country goals for the short and long term.
• Align country-level plans with global marketing strategy, ensuring consistency in brand positioning and messaging.
• Develop and implement the brand communication plan, covering both offline and online channels.
• Drive local sponsorship and PR initiatives, ensuring brand visibility and positive engagement with target audiences.
• Own the brand innovation plan and implementation, ensuring differentiation and market competitiveness.
• Monitor market trends, competitor activities, and consumer insights to identify opportunities and threats.

2. Trade Marketing Strategy & Implementation

• Develop and execute a trade marketing strategy to drive brand presence and sales growth in key channels (Horeca, modern trade, traditional trade, etc.).
• Lead the development and execution of in-store visibility plans (on trade and off trade), ensuring strong brand presence at the point of sale.
• Define and execute promotional activities, working closely with sales teams to maximize effectiveness.
• Track trade marketing performance and continuously optimize based on data-driven insights.

3. Brand P&L Management

• Own and manage the brand P&L, ensuring volume, revenue, and brand profitability targets are met.
• Analyze actuals vs. budget performance and work closely with the commercial team to develop corrective action plans when necessary.
• Optimize marketing spend to maximize ROI while ensuring cost efficiency.

4. Sales Support & E-commerce Strategy

• Work closely with the sales team to provide brand and trade marketing support, including POS materials and training.
• Develop and implement the local e-commerce strategy (both from a sales and brand perspective) in collaboration with the sales team and in line with global guidelines.
• Oversee the strategy and execution for other marketplaces, ensuring brand consistency and sales growth.

Requirements:

• Minimum 4 years of experience in brand and trade marketing
• Experience in the FMCG sector, particularly in beverages, is a strong plus.
• Strong knowledge of brand management, trade marketing
• Experience managing brand P&L and optimizing marketing investments.
• Strong analytical and strategic thinking skills, with the ability to translate data into actionable insights.
• Excellent stakeholder management skills, with experience collaborating across sales, global marketing, and cross-functional teams.
• Fluent in German and English (both written and spoken).
• Strong attention to detail, organization, and analytical skills.
• Ability to work in a fast-paced environment and manage multiple projects simultaneously.