Marketing and CommunicationsFull-TimeMid-level(3-5 yrs)
Job Description
Role Overview
The Trade Marketing Manager will drive brand demand and sales at the modern and general trade markets by developing channel strategies, increasing brand visibility, and managing customer relationships. This role bridges the gap between marketing and sales by ensuring in-store executions, optimization of promotions, and improved product placement. The position ensures that Capwell’s commercial strategy is executed with strong financial discipline, operational coordination, and data-driven decision making.
About Capwell Industries Ltd
Capwell Industries Limited (CIL) started operations in 1999 with a modern maize milling factory in Thika. It manufactures high-quality flour, rice, pulses, and porridges, and has since diversified into rice milling, porridge milling, wheat flour packaging, and fruit juice distribution.
Key Responsibilities
Strategy & Budgeting: Developing and executing the trade marketing plan in line with sales and marketing objectives while managing the trade marketing budget.
Brand Visibility: Enhancing brand presence, visibility, and positioning across trade through excellence in in-store planning, execution, and tracing.
Channel Management: Leading and implementing channel-specific marketing strategies and plans for assigned retailers.
Campaign Execution: Conceptualizing and executing trade promotions and impactful in-store campaigns in collaboration with marketing and sales teams.
Activation & Partnerships: Leading activation programs with partners to improve brand visibility.
Compliance: Visiting points of sale regularly to ensure brand visibility and that guidelines are respected and adhered to.
Stakeholder Liaison: Acting as a key liaison between product development, sales, and buyers.
Customer Relationship Management: Maintaining customer relationships for future purchases and cultivating programs to ensure product movement.
Business Development: Identifying and creating traditional and innovative business-building opportunities, including co-marketing initiatives.
Distribution Support: Assisting in securing new distribution opportunities and merchandising support across key accounts.
Profitability Optimization: Managing trade terms initiatives to optimize JBP agreements, discounts, and rebates to boost profitability.
Marketing Tools: Developing tools to promote sell-out, including POP materials, contests, and events.
Qualifications and Experience
Education: Bachelor’s degree in Marketing, Business Administration, or a related field.
Experience: 3-5 years’ experience in trade marketing.
Communication: Strong communication and interpersonal skills.
Analytical: Strong analytical skills and numerical data proficiency.
Stakeholder Management: Ability to thrive in matrix environments and influence various stakeholders.
Industry Knowledge: Strong knowledge of the consumer industry and range management.
Cognitive Skills: Ability to think critically, strategically, and creatively.
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