Trade Marketing Manager
HOW TO BECOME A TRADE MARKETING MANAGER
A key figure in the retail industry, the trade marketing manager's role is to propose new ways of selling and promoting products, specifically in the sports sector, a rapidly expanding market.
What is trade marketing?
Trade marketing is a sub-branch of marketing which emerged in the 1990s. Created following a new paradigm in modern industrial production, it consists in developing the sale of products intended mainly for supermarkets and stores specializing in sports, through a win-win
approach.
Specifically, trade marketing consists in a B2B (Business To Business) approach, the result of a joint effort between producers and retailers of manufactured goods. The purpose of trade marketing is to identify the commonalities between a product range and its retailer, to create promotional events and marketing strategies that will inspire consumers to buy the product. However, trade marketing involves not only selling but it also concerns logistics, product development, merchandising, research and IT. All the information that can be pooled between the supermarket and the producer may be used to adjust the needs of both parties, so as to find common ground for developing the best in-store price options.
These two players don’t always share the same goals: distributors seek to adapt as closely as possible to demand while producers endeavor to create demand through diversification. Therefore, trade marketing exists to help achieve both goals, by pooling different expertise.
Below are some of the benefits of trade marketing:
- Savings on the supply chain
- Stability of business relations
- Fewer business disputes
- Improved forecasting
- Increase in sales
- Fewer stock-outs
The secret of trade marketing is therefore to correctly identify trading partners and the sales target, develop a common marketing line for both brands, and set financial goals that benefit producers and distributor alike, get rid of the competition and finally, build customer loyalty.
What are the duties of a trade marketing manager?
A trade marketing manager’s main task is to ensure good working relations between producers and the distribution network. Common understanding is a prerequisite to devise an efficient and profitable joint strategy.
Following this, they must implement a multitude of promotional initiatives in line with a store’s strategic policy. From marketing to shelf display, trade marketing managers are at the core of the creation and implementation of these initiatives.
It’s important to remember that promotions are not exclusively carried out in stores, they can also happen online, be sent out by mail, happen in a railway station, etc. Therefore, trade marketing managers must be able to adapt to different media and new technology, as well as to different consumption modes, particularly online shopping and delivery.
They must therefore organize these promotional initiatives as contests, seasonal campaigns, communication plans or sales, calculating their cost and effectiveness over time, to have more leverage for negotiation with supermarkets. They should of course find products that match specific themes and target demand to ensure that production takes place in the best conditions possible.
Trade marketing managers must also closely monitor new promotion trends, customer demand (expectations, fashion, desires, etc.) and the strategy of the parties involved. They must be curious about new marketing techniques. Additionally, they are expected to come up with unprecedented techniques to attract customers.
Their number 1 goal being to promote their products, they should always be up to date on the competition’s methods and monitor the international market.
They coordinate the final promotion project. To successfully carry out their mission, they work with a number of other professionals (communication agencies, graphic designers, logistics support, department managers, brand marketers, etc.). They must be familiar with the store’s logistics and the equipment available (displays, posters, discount coupons, etc.).
At the end of the campaign, they report on the promotion both to their agency’s head of marketing and to the commissioning retailer. This will help draw lessons from the various operations to improve efficiency and generate income for the companies. In this sense, they may also work with consumer organizations for broader feedback.
Key qualities and skills
The first quality expected of a trade marketing manager is excellent organization and diligence. Setting up campaigns requires the joint efforts of a large number of players who must be ready at specific dates. Consequently, these plans must allow for any contingency in order to meet deadlines.
Transparency between producers and retailers is key to the success of the trade marketing manager’s work, so that all parties may benefit. As a result, communication is also central to their job.
Innovation is essential when promoting new products. This is why these professionals must nurture innovative and creative vision to stand out from the competition and offer original and daring partnerships to brands and retail stores.
To set up such marketing strategies, trade marketing managers must demonstrate good management skills to properly lead their team and coordinate with the different parties involved.
Responsiveness is also an essential quality in this role. If the marketing team’s competitive intelligence and market research are effective, they will be able to create operational and qualitative actions adapted in real time to demand drivers and the producers’ distribution policies.
This is why it is necessary to have both a sales profile in terms of sales force, sales strategy and relational aspects, and a marketing profile to master marketing techniques, know customer expectations and consumer habits.
Salary range and career prospects
Entry-level trade marketing managers can expect a gross monthly salary around €2,500 and €4,500 gross monthly for senior professionals. They can also expect bonuses following particularly profitable campaigns which they coordinated as part of their mandate. However, such bonuses are not always included in the salary.
With the right experience, trade marketing managers may become marketing directors or marketing managers for a brand, a group or a company. Trade marketing managers can easily transition to almost any marketing role or position in sales management.
What qualifications are required to become a trade marketing manager?
As this is a skilled and responsible profession, it is advisable to study at a business school and have a minimum of 3 years of higher education. For example, you could take a bachelor’s degree in marketing or communications, strategic marketing or business. But it’s often better to continue with a master’s degree in marketing, or to do a master’s or MBA to maximize your chances of finding a job.
To specialize in the sports sector, it is advisable to obtain additional knowledge through courses such as a Global Sport Business Master.
Trade marketing is a sub-branch of marketing which emerged in the 1990s. Created following a new paradigm in modern industrial production, it consists in developing the sale of products intended mainly for supermarkets and stores specializing in sports, through a win-win
approach.
Specifically, trade marketing consists in a B2B (Business To Business) approach, the result of a joint effort between producers and retailers of manufactured goods. The purpose of trade marketing is to identify the commonalities between a product range and its retailer, to create promotional events and marketing strategies that will inspire consumers to buy the product. However, trade marketing involves not only selling but it also concerns logistics, product development, merchandising, research and IT. All the information that can be pooled between the supermarket and the producer may be used to adjust the needs of both parties, so as to find common ground for developing the best in-store price options.
These two players don’t always share the same goals: distributors seek to adapt as closely as possible to demand while producers endeavor to create demand through diversification. Therefore, trade marketing exists to help achieve both goals, by pooling different expertise.
Below are some of the benefits of trade marketing:
- Savings on the supply chain
- Stability of business relations
- Fewer business disputes
- Improved forecasting
- Increase in sales
- Fewer stock-outs
The secret of trade marketing is therefore to correctly identify trading partners and the sales target, develop a common marketing line for both brands, and set financial goals that benefit producers and distributor alike, get rid of the competition and finally, build customer loyalty.
A trade marketing manager’s main task is to ensure good working relations between producers and the distribution network. Common understanding is a prerequisite to devise an efficient and profitable joint strategy.
Following this, they must implement a multitude of promotional initiatives in line with a store’s strategic policy. From marketing to shelf display, trade marketing managers are at the core of the creation and implementation of these initiatives.
It’s important to remember that promotions are not exclusively carried out in stores, they can also happen online, be sent out by mail, happen in a railway station, etc. Therefore, trade marketing managers must be able to adapt to different media and new technology, as well as to different consumption modes, particularly online shopping and delivery.
They must therefore organize these promotional initiatives as contests, seasonal campaigns, communication plans or sales, calculating their cost and effectiveness over time, to have more leverage for negotiation with supermarkets. They should of course find products that match specific themes and target demand to ensure that production takes place in the best conditions possible.
Trade marketing managers must also closely monitor new promotion trends, customer demand (expectations, fashion, desires, etc.) and the strategy of the parties involved. They must be curious about new marketing techniques. Additionally, they are expected to come up with unprecedented techniques to attract customers.
Their number 1 goal being to promote their products, they should always be up to date on the competition’s methods and monitor the international market.
They coordinate the final promotion project. To successfully carry out their mission, they work with a number of other professionals (communication agencies, graphic designers, logistics support, department managers, brand marketers, etc.). They must be familiar with the store’s logistics and the equipment available (displays, posters, discount coupons, etc.).
At the end of the campaign, they report on the promotion both to their agency’s head of marketing and to the commissioning retailer. This will help draw lessons from the various operations to improve efficiency and generate income for the companies. In this sense, they may also work with consumer organizations for broader feedback.
The first quality expected of a trade marketing manager is excellent organization and diligence. Setting up campaigns requires the joint efforts of a large number of players who must be ready at specific dates. Consequently, these plans must allow for any contingency in order to meet deadlines.
Transparency between producers and retailers is key to the success of the trade marketing manager’s work, so that all parties may benefit. As a result, communication is also central to their job.
Innovation is essential when promoting new products. This is why these professionals must nurture innovative and creative vision to stand out from the competition and offer original and daring partnerships to brands and retail stores.
To set up such marketing strategies, trade marketing managers must demonstrate good management skills to properly lead their team and coordinate with the different parties involved.
Responsiveness is also an essential quality in this role. If the marketing team’s competitive intelligence and market research are effective, they will be able to create operational and qualitative actions adapted in real time to demand drivers and the producers’ distribution policies.
This is why it is necessary to have both a sales profile in terms of sales force, sales strategy and relational aspects, and a marketing profile to master marketing techniques, know customer expectations and consumer habits.
Entry-level trade marketing managers can expect a gross monthly salary around €2,500 and €4,500 gross monthly for senior professionals. They can also expect bonuses following particularly profitable campaigns which they coordinated as part of their mandate. However, such bonuses are not always included in the salary.
With the right experience, trade marketing managers may become marketing directors or marketing managers for a brand, a group or a company. Trade marketing managers can easily transition to almost any marketing role or position in sales management.
As this is a skilled and responsible profession, it is advisable to study at a business school and have a minimum of 3 years of higher education. For example, you could take a bachelor’s degree in marketing or communications, strategic marketing or business. But it’s often better to continue with a master’s degree in marketing, or to do a master’s or MBA to maximize your chances of finding a job.
To specialize in the sports sector, it is advisable to obtain additional knowledge through courses such as a Global Sport Business Master.
