Key Responsibilities
- Plan and monitor promotional calendars and seasonal activations across physical and digital points of sale.
- Analyze sell-in, sell-out, and inventory data across channels to identify sales bottlenecks and opportunities.
- Develop and manage the distribution of POS materials (POSM) in coordination with agencies and suppliers.
- Conduct regular field visits to audit brand execution, shelf compliance, and share of shelf metrics.
- Track and control the trade marketing budget, ensuring the optimal return on investment (ROI) for all activations.
Requirements & Skills
Day in the Life
A Trade Marketing Analyst's daily routine is highly dynamic, balancing data analysis and field execution. In the morning, they review sales performance reports (sell-out) and out-of-stock data to identify inventory gaps in retail channels. In the afternoon, they align with agencies and vendors to manage the development of promotional materials and planograms. They also spend part of their week conducting field visits to key retail partners, auditing product display quality, managing the field team's execution, and monitoring competitor activations on the shop floor.
Career Path
Top Tools
Frequently Asked Questions
What is the main difference between Traditional Marketing and Trade Marketing?
While Traditional Marketing focuses on attracting the final consumer and building brand desire (sell-in), Trade Marketing focuses on optimizing product presence in sales channels (retail/distributor) to convert shoppers into buyers at the shelf (sell-out).
What are out-of-stock and sell-out indicators in this role's routine?
'Sell-out' refers to the sales volume from the retailer to the final consumer, making it the primary indicator of actual product demand. On the other hand, 'out-of-stock' (rupture) indicates that a product is missing from the shelf when a shopper wants to buy it, which is one of the main operational challenges the Analyst works to prevent.