Trade Marketing Manager

Kajaria Ceramics Limited; New Delhi; On-site; INR 1,500,000 - 2,200,000; Full time

Job summary

Kajaria Ceramics Limited is seeking a dynamic Channel Marketing professional to shape and execute the annual channel marketing strategy across dealer and retailer networks in India.

You will drive market insights, plan promotions, enable sales teams with toolkits, and track ROI to ensure optimal brand visibility and sustainable channel growth across markets.

Responsibilities

• Develop the annual channel marketing strategy aligned with business and sales objectives.
• Identify channel-specific opportunities to improve brand presence, product penetration and offtake.
• Develop market and channel-specific marketing plans based on business priorities and local requirements.
• Identify emerging channel trends and recommend appropriate interventions.
• Develop and execute dealer and distributor engagement programs.
• Plan dealer meets, conferences, product launches, loyalty initiatives and channel engagement activities.
• Strengthen relationships with key channel partners through differentiated engagement programs.
• Develop initiatives to improve dealer advocacy and product preference.
• Work with Sales to identify high-value channel partners and develop targeted engagement plans.
• Plan and execute trade schemes, incentive programs, contests and promotional initiatives.
• Work closely with Sales and Finance to develop commercially viable scheme structures.
• Monitor scheme performance, utilisation and effectiveness.
• Evaluate ROI and recommend optimisation of channel investments.
• Ensure timely communication and effective implementation of schemes across markets.
• Drive brand and product visibility across dealer and retail outlets.
• Develop and implement merchandising, branding and POSM strategies.
• Ensure effective utilisation and deployment of channel marketing assets.
• Develop guidelines for store branding, displays and product presentation.
• Conduct market audits to evaluate visibility and execution standards.
• Plan and execute market-level channel activations to support business growth.
• Coordinate product demonstrations, retailer activities, dealer events, roadshows and other BTL initiatives.
• Develop activation toolkits and ensure consistent execution across markets.
• Measure the effectiveness of activations and incorporate learnings into future plans.
• Partner closely with the Sales team to understand market requirements and channel challenges.
• Develop sales and channel communication materials to support product selling.
• Provide the field team with marketing toolkits, campaign guidelines and activation assets.
• Train and support sales teams on new channel marketing initiatives.
• Capture market feedback and translate it into actionable marketing interventions.
• Track competitor channel programs, schemes, dealer initiatives and market activations.
• Monitor competitor visibility and merchandising practices.
• Analyse channel trends, pricing and promotional activity.
• Manage channel marketing budgets and ensure optimal utilisation.
• Track spends against approved budgets and ensure adherence to financial controls.
• Evaluate ROI of channel programs, activations and promotional initiatives.

Job description

Key Responsibilities

1. Channel Marketing Strategy

• Develop the annual channel marketing strategy aligned with business and sales objectives.
• Identify channel-specific opportunities to improve brand presence, product penetration and offtake.
• Develop market and channel-specific marketing plans based on business priorities and local requirements.
• Identify emerging channel trends and recommend appropriate interventions.

2. Dealer & Distributor Engagement

• Develop and execute dealer and distributor engagement programs.
• Plan dealer meets, conferences, product launches, loyalty initiatives and channel engagement activities.
• Strengthen relationships with key channel partners through differentiated engagement programs.
• Develop initiatives to improve dealer advocacy and product preference.
• Work with Sales to identify high-value channel partners and develop targeted engagement plans.

3. Trade Promotions & Schemes

• Plan and execute trade schemes, incentive programs, contests and promotional initiatives.
• Work closely with Sales and Finance to develop commercially viable scheme structures.
• Monitor scheme performance, utilisation and effectiveness.
• Evaluate ROI and recommend optimisation of channel investments.
• Ensure timely communication and effective implementation of schemes across markets.

4. Channel Visibility & Merchandising

• Drive brand and product visibility across dealer and retail outlets.
• Develop and implement merchandising, branding and POSM strategies.
• Ensure effective utilisation and deployment of channel marketing assets.
• Develop guidelines for store branding, displays and product presentation.
• Conduct market audits to evaluate visibility and execution standards.

5. Market Activation

• Plan and execute market-level channel activations to support business growth.
• Coordinate product demonstrations, retailer activities, dealer events, roadshows and other BTL initiatives.
• Develop activation toolkits and ensure consistent execution across markets.
• Measure the effectiveness of activations and incorporate learnings into future plans.

6. Sales Enablement

• Partner closely with the Sales team to understand market requirements and channel challenges.
• Develop sales and channel communication materials to support product selling.
• Provide the field team with marketing toolkits, campaign guidelines and activation assets.
• Train and support sales teams on new channel marketing initiatives.
• Capture market feedback and translate it into actionable marketing interventions.

7. Competitor & Market Intelligence

• Track competitor channel programs, schemes, dealer initiatives and market activations.
• Monitor competitor visibility and merchandising practices.
• Analyse channel trends, pricing and promotional activity.

8. Budget & ROI Management

• Manage channel marketing budgets and ensure optimal utilisation.
• Track spends against approved budgets and ensure adherence to financial controls.
• Evaluate ROI of channel programs, activations and promotional initiatives.