Group Manager - Trade and Experiential Marketing

Legrand; Mumbai; Sur place; INR 800 000 - 1 600 000; Plein temps

Résumé du poste

Legrand in Mumbai seeks a Trade Marketing professional to own the annual strategy for retail visibility, BTL, and experiential activations across channels.

You will manage end-to-end programs from concept to post-event measurement, coordinate with sales, brand, and procurement, and drive data-led improvements while traveling across India.

Experience in building materials is preferred; strong project management, stakeholder management, and cost control are essential to optimize ROI.

Qualifications

• 4-5 years of relevant experience in Trade Marketing, Shopper Marketing, BTL, Experiential Marketing, Retail Marketing or Channel Marketing.
• Experience in Building Materials & allied categories is preferred.
• Willingness to travel extensively across India.

Responsabilités

• Independently managed multi-city activations and retail visibility programs.
• Strong commercial orientation with the ability to connect marketing interventions to sales, throughput and ROI.
• Comfort with data and dashboards; Excel and PowerPoint skills are essential; Power BI advantageous.
• Strong project management with multiple stakeholders, vendors, timelines and budgets.
• Excellent communication, presentation, negotiation and stakeholder management.
• Willingness to travel extensively across India.

Connaissances

Stakeholder management

Project management

Communication skills

Travel readiness

Outils

Excel

PowerPoint

Power BI

Description du poste

Job Description

B. Experience Centres & Strategic Partner Activation

C. Experiential Marketing, BTL & Influencer Engagement

D. Events, Exhibitions & Brand Experiences

E. Agency, Vendor & Budget Management

F. Data, Measurement & Trade Marketing Dashboard

G. Cross-functional Leadership

• Trade Marketing & Retail Excellence
• Own the annual Trade Marketing strategy and calendar, aligned to business priorities, brand strategy, product launches, scheme calendars and regional market opportunities.
• Develop the retail visibility strategy across Retail, Experience Centres and other relevant channels, including POSM, in-shop branding, display systems, outdoor branding and retail experience assets.
• Define differentiated retail interventions by outlet/customer segment and ensure the POSM mix reflects priority categories, new launches and premiumization objectives.
• Drive deployment and compliance of retail assets through the sales network; identify gaps through market visits, audits and data and close them with clear action plans.
• Develop scalable retail toolkits and standards that improve counter share, shelf/display presence, shopper navigation and brand consistency.
• Partner with Sales to identify high-potential outlets and markets where focused trade interventions can unlock incremental throughput, visibility or premium mix.
• Build and manage an engagement calendar for Legrand’s Experience Centres (Studios/ ZIPs)
• Improve the overall customer and shopper experience through displays, demonstrations, experiences, launch programs and partner‑specific activations.
• Develop programs that support incremental sales, lead generation, conversion and premiumization
• Create post‑activation measurement frameworks linking activity to sales uplift, leads/funnel movement, conversion and partner performance.
• Own the BTL and experiential activation calendar across electricians, retailers, architects, dealers and other relevant influencers/decision‑makers.
• Develop concepts and execution frameworks for retailer meets, electrician engagement, product demonstrations, roadshows, consumer experiences, launches and other field activations.
• Lead end‑to‑end planning of experiential programs: objective, audience, concept, agency brief, production, logistics, on‑ground execution, measurement and post‑event learning.
• Ensure every experience is consistent with Legrand's premium brand standards while remaining relevant to the audience and commercial objective.
• Build repeatable activation properties and playbooks rather than relying only on one‑off events.
• Lead Legrand’s participation in major exhibitions, industry events, customer events
• Own event objectives and success metrics - visibility, engagement, qualified leads, customer/partner participation, sales opportunity and brand impact - rather than measuring events only on attendance.
• Coordinate with internal stakeholders, agencies and vendors to ensure delivery within agreed timelines, budgets and quality standards.
• Develop post‑event reports with learnings, ROI/impact assessment and recommendations for future editions.
• Build and manage a capable ecosystem of regional and national vendors/fabricators/activation agencies to improve speed, quality and scalability of execution.
• Drive vendor onboarding, rate benchmarking, negotiation, quality control, timelines, service levels and reconciliation.
• Continuously identify cost optimization opportunities without compromising brand experience or execution quality.
• Own allocated Trade/BTL/Experiential budgets, ensuring disciplined planning, approvals, utilization and ROI tracking.
• Establish a Trade Marketing dashboard covering deployment, outlet activation, visibility compliance, activation impact, Modern Trade scorecards, competition intelligence and spend.
• Define simple, decision‑oriented KPIs that connect marketing activity with business outcomes such as throughput, incremental sales, counter/shelf share, leads, conversion and premium mix.
• Use DMS/sales data, retail audits, market intelligence and field feedback to identify opportunities and recommend corrective actions.
• Institutionalize pre‑and post‑activity measurement and build a culture of test‑learn‑scale.
• Work closely with Sales, Brand, Product, Commercial, Procurement, Finance, Supply Chain and regional teams to convert business priorities into market execution.
• Act as the bridge between Brand strategy and last‑mile execution, ensuring that what is planned centrally is practical, scalable and measurable in‑market.

Influence without authority and build strong relationships with sales leaders, channel partners, agencies and Vendors.

Responsibilities

• Should have independently managed multi‑city activations, retail visibility programs, exhibitions/events and external agencies/vendors.
• Strong commercial orientation with the ability to connect marketing interventions to sales, throughput, conversion and ROI.
• Comfort with data and dashboards; strong Excel and PowerPoint skills. Exposure to Power BI or similar reporting tools is an advantage.
• Strong project management skills with the ability to manage multiple stakeholders, vendors, timelines and budgets simultaneously.
• Excellent communication, presentation, negotiation and stakeholder‑management skills.
• High ownership, attention to detail and willingness to travel extensively across India.

Qualifications

• 4-5 years of relevant experience in Trade Marketing, Shopper Marketing, BTL, Experiential Marketing, Retail Marketing or Channel Marketing.
• Experience in Building Materials & allied categories is preferred. Also open to Telecomm, Baggage, etc.