CX Trade Marketing

Bayer AG; Puerto Bogotá; On-site; COP 120,000,000 - 180,000,000; Full time

Job summary

CX Trade Marketing in Colombia is seeking a senior trade marketing professional to lead Local Dealer strategies and channel launches. You will align brand, trade marketing, sales activation, supply, and analytics to optimize portfolio availability, visibility, and wallet share.

The role requires 7–10 years in marketing/trade marketing with CROPs experience; familiarity with CRM/BI tools and AI use cases in trade is plus. On-site position with cross-functional collaboration across regions.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Agronomy, Engineering, Economics, or related field.
• MBA or postgraduate degree in Marketing, Trade Marketing, Business, or Agribusiness is desirable.
• Seven to ten years of experience in marketing, trade marketing, channel sales, customer/channel development, category management, distribution, specialized retail, or B2B.
• Experience in crop protection, agricultural inputs, consumer goods, pharmaceuticals, hardware, construction, veterinary products, automotive spare parts, or similar categories is desirable.

Responsibilities

• Design annual and quarterly plans focused on Local Dealers by country, region, crop, category, brand, POS type, and season.
• Translate targets into objectives for coverage, availability, share of shelf, sell-in, sell-out, inventory, and wallet share by POS.
• Define the commercial and trade marketing strategy by POS segment.
• Develop the value proposition model for points of sale including assortment, profitability, turnover, support, visibility, promotions, training, events, loyalty programs, market information, and tools.
• Define portfolio strategy with CP and GTM missions; identify entry/growth SKUs, cross-sell products, and cannibalization risks.
• Design value-selling and portfolio profitability strategies to explain Bayer solutions vs generics.
• Identify opportunities to increase Bayer wallet share at POS considering current purchases and local potential.
• Define trade marketing investment criteria based on potential, profitability, influence, coverage, cost to serve, and ROI.
• Lead channel launch strategy including assortment, inventory, materials, training, visibility, activation, and sell-out criteria.
• Coordinate integrated calendar of campaigns, launches, promotions, activations, and CRM actions.
• Lead monthly reviews with Sales, Supply, Customer Analytics, and Activation; present metrics to the commercial committee.
• Drive AI use cases to improve speed, accuracy, and personalization of channel marketing.

Skills

Marketing

Trade Marketing

Channel Sales

Cross-functional leadership

CRM

BI

AI use cases in trade & marketing

Education

Bachelor’s degree in Marketing or related field

MBA or postgraduate in Marketing/Trade Marketing (desirable)

Tools

CRM

BI

Job description

CX Trade Marketing

CX Trade Marketing

Develops and implements brand and product strategies to enhance market presence and drive sales within the organization. Analyzes market trends, consumer insights, and competitive landscape to identify opportunities for product development and positioning. Collaborates with cross-functional teams, including marketing, sales, and R&D, to define product requirements and ensure alignment with brand objectives. Manages the product lifecycle, from concept to launch, including pricing, promotion, and distribution strategies. Monitors and evaluates product performance, utilizing data-driven insights to refine marketing efforts and optimize brand visibility. Ensures consistent brand messaging across all channels and materials, fostering strong brand equity and customer loyalty.

Lead the growth of Crop Protection brands and portfolios through the point-of-sale channel (Local Dealers), translating brand and product strategy into a commercial and trade marketing proposition that increases distribution, availability, visibility, recommendation, sell-out, repurchase, and wallet share.

This role is responsible for aligning Brand, Trade Marketing, Sales, Sales Activation, Supply, Customer Analytics, Communications, Events, Agronomy, and agencies around a common objective: ensuring that the right points of sale have the right portfolio, sufficient inventory, strong technical and commercial arguments, visible materials, aligned incentives, and the tools to recommend and sell Bayer solutions to medium-sized and small farmers.

Your Tasks & Responsabilities:

• Design the annual and quarterly plan focused on Local Dealers by country, region, crop, category, brand, point-of-sale type, and agricultural season.
• Translate sales, margin, penetration, share, and portfolio growth targets into objectives for coverage, availability, share of shelf, sell-in, sell-out, healthy inventory, recommendation, and wallet share by point of sale.
• Define the commercial and trade marketing strategy by point-of-sale segment (Local Dealer).
• Develop the value proposition model for points of sale, including assortment, profitability, turnover, technical support, visibility, promotions, training, events, loyalty programs, market information, and recommendation tools.
• Define, together with the CP and GTM mission, the portfolio strategy by point-of-sale type, crop, territory, and farmer profile served; identify entry SKUs, growth SKUs, cross-sell products, complementary solutions, and cannibalization risks.
• Design value-selling and portfolio profitability strategies so points of sale can explain the value of Bayer solutions versus generics.
• Identify opportunities to increase Bayer wallet share within points of sale, considering current purchases, brand mix, uncaptured categories, incomplete assortment, turnover, local agricultural potential, and recommendation capability.
• Define trade marketing investment allocation criteria based on potential, profitability, influence, coverage, cost to serve, conversion probability, and expected return by segment.
• Lead the channel launch strategy: target assortment, initial inventory, materials, training, visibility, activation, launch event, incentives, follow-up plan, and sell-out success criteria.

Trade marketing and channel execution responsibilities

• Design point-of-sale execution standards: product placement, visibility, shelf presence, displays, POP materials, signage, planograms where applicable, counter materials, demonstrators, displays, QR codes, brochures, technical sheets, digital content, and trial elements.
• Define the recurring point-of-sale activation model: counter events, demonstrations, technical advisory sessions, training sessions, crop-themed days, seasonal campaigns, promotions, recommendation initiatives, and local demand generation.
• Coordinate with Sales Activation the territorial implementation of promotions, materials, displays, incentive programs, and commercial follow-up.
• Ensure that each point-of-sale action has a defined objective: increase distribution, accelerate inventory turnover, increase recommendation, drive a category, launch a product, convert farmers, recover an account, or increase repurchase.
• Establish incentive programs for points of sale, together with the Value Capture team, and, when appropriate and in compliance with applicable policies, for counter staff or advisors, linked to execution, training, turnover, sell-out, data quality, portfolio, and profitable growth criteria—not solely to sell-in.
• Design account plans with Sales for strategic points of sale, defining growth objectives, priority portfolios, events, trade investment, wallet share targets, inventory indicators, and a follow-up plan.
• Prioritize POS use and sell-out data capture (through COMPA) at points with sufficient potential, defining the business case, adoption model, incentives, training requirements, and level of support.

Integrated management responsibilities

• Coordinate the integrated calendar of campaigns, launches, agricultural seasons, promotions, activations, counter events, commercial routes, training, CRM actions, and inventory availability.
• Ensure that each campaign includes: point-of-sale segment, business objective, hypothesis, brand or portfolio, offer, CTA, materials, incentive tactic, available inventory, commercial owner, sell-out follow-up, and documented learning.
• Lead monthly reviews with Sales, Supply, Customer Analytics, and Communications & Activation to assess inventory, execution, visibility, leads, conversion, sell-out, profitability, share, ROI, and competitive alerts.
• Present marketing and trade metrics to the commercial committee, linking them to sales, margin, receivables, distribution, turnover, inventory, wallet share, customer value, ROI/MROI, and channel account growth.
• Drive AI use cases that improve the speed, accuracy, and personalization of channel marketing: point-of-sale prioritization, demand forecasting, assortment recommendations, churn-risk detection, next-best-action recommendations, content creation by store profile, and trade investment optimization.

Required profile

• Bachelor’s degree in Marketing, Business Administration, Agronomy, Engineering, Economics, or a related field; an MBA or postgraduate degree in Marketing, Trade Marketing, Business, or Agribusiness is desirable.
• Seven to ten years of experience in marketing, trade marketing, channel sales, customer/channel development, category management, distribution, specialized retail, or B2B.
• Proven experience in point-of-sale strategies, commercial execution, distribution, promotions, activations, portfolio management, launches, and agency management.
• Experience in crop protection, agricultural inputs, consumer goods, pharmaceuticals, hardware, construction, veterinary products, automotive spare parts, or categories that depend on channel recommendation is desirable.
• Demonstrated ability to link marketing to sell-out, margin, inventory, turnover, share, and ROI.
• Practical knowledge of CRM, POS, commercial dashboards, inventory, BI, and AI use cases in trade and marketing.
• Ability to lead cross-functional teams and coordinate Sales, Supply, Trade, Finance, Agronomy, Data, and vendors.