Sunder Biscuit Industries
Website:
sunderbiscuit.com
Job details:
Marketing Manager – BTL, Trade Marketing & Brand Activations
Location: Nagpur
Industry: FMCG
About the Role
We are looking for a highly execution-focused, strategic, and technology-driven professional for the role of Manager – BTL, Trade Marketing & Brand Activations. This is a Headquarter-based leadership position responsible for driving end-to-end trade marketing, retail marketing, BTL campaigns, and brand activation initiatives across regions.
The role will lead planning, execution, visibility enhancement, new product launches, in-store branding, merchandising standards, retail engagement programs, and market activation initiatives to strengthen brand presence and accelerate sales growth.
The ideal candidate should possess strong execution capabilities, commercial acumen, vendor management expertise, analytical skills, and hands-on experience in leveraging AI tools to improve productivity, reporting, campaign effectiveness, and market intelligence.
Key Responsibilities
Trade Marketing & BTL Activations
● Plan and execute regional and national BTL campaigns aligned with brand and sales objectives.
● Develop and implement retail visibility programs, consumer promotions, and in-store activation initiatives.
● Drive execution of product launches across General Trade, Modern Trade, and institutional channels.
● Ensure high-quality deployment of POSM, merchandising assets, display units, and branding materials.
● Monitor campaign effectiveness and recommend optimization strategies.
Brand Activations & Market Development
● Conceptualize and execute consumer engagement activities, roadshows, sampling programs, and local market activations.
● Identify opportunities to enhance brand visibility and shopper engagement.
● Work closely with brand teams to translate marketing strategies into impactful on-ground execution.
Vendor Management & Negotiations
● Identify, onboard, and manage activation agencies, fabricators, printers, event partners, and merchandising vendors.
● Lead commercial negotiations to achieve optimal cost efficiency and service quality.
● Manage vendor performance, contracts, timelines, and compliance standards.
● Ensure effective budget utilization and ROI-driven execution.
AI & Technology Utilization
● Leverage AI tools for campaign planning, market research, consumer insights, content generation, reporting, and productivity enhancement.
● Utilize AI-based platforms for data analysis, presentation development, activation tracking, and competitive benchmarking.
● Explore emerging technologies and automation opportunities to improve marketing effectiveness and operational efficiency.
● Drive adoption of AI-powered workflows within the trade marketing function.
Analytics & Reporting
● Analyze sales performance, activation ROI, market trends, and visibility effectiveness.
● Create dashboards, reports, and actionable insights using Excel, Power BI, and AI-enabled analytical tools.
● Track KPIs related to activations, visibility programs, retailer engagement, and promotional activities.
● Present insights and recommendations to senior management.
Cross-Functional Coordination
● Collaborate closely with Sales, Brand Marketing, Product Development, Supply Chain, Procurement, Regional Sales Teams, and Modern Trade teams.
● Ensure seamless coordination between planning and execution functions.
● Support sales teams with visibility solutions, promotional materials, and activation strategies.
Team Leadership
● Lead and mentor trade marketing executives and activation teams.
● Establish execution standards, processes, and best practices.
● Monitor project timelines and ensure delivery excellence.
Success Metrics
● Improvement in retail visibility and market execution scores.
● Effective execution of BTL campaigns within budget.
● Increase in activation ROI and sales impact.
● Cost savings achieved through strategic vendor negotiations.
● Timely and successful launch execution.
● Adoption of AI-driven processes leading to productivity and reporting improvements.
● Strong coordination with sales teams and regional stakeholders.
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