Trade Marketing Specialist

WhiteCrow Research Pvt. Ltd.; Bengaluru; On-site; INR 600,000 - 900,000; Full time

Job summary

WhiteCrow Research Pvt. Ltd. seeks a Trade Marketing Specialist to drive brand activation across On/Off Trade channels in India.

You will plan, customize, and execute programs in line with brand guidelines and drive training for bar staff and distributor teams. Collaboration with marketing and sales is essential to build a strong visibility plan. The role demands strong relationship-building with the bartender community, knowledge of liquor industry dynamics, and ability to manage end-to-end

Qualifications

• Experience in On-Premise and Off-Premise channels including Key Accounts and Retail Sales.
• Background in Brand Management or Trade Activation with budget oversight.
• Proven ability to work across functions and influence stakeholders.
• Strong relationships with On Premise networks and bartenders.

Responsibilities

• As Trade Marketing Specialist, plan and execute brand activation calendars aligned with MWB.
• Customize programs per brand guidelines and drive on-trade activities.
• Lead bar staff training calendars for the portfolio and distributor teams.
• Ensure POS and merchandising standards are compliant and visible.
• Collaborate with brand marketing and sales teams to implement BTL activity calendars.
• Develop KPI-based scorecards for On-premise accounts and national chains.

Skills

On/Off Trade experience

Key Accounts Sales

Retail Sales

Brand Management

Trade Activation

Cross-functional collaboration

Influencing skills

Relationship building

Education

Post Graduation Degree

Job description

About the client

Our client is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities. It was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Their strategy and aim is to combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses. The company owns 22 plants worldwide and has its own distribution network in 23 countries and they have employed approximately 4,000 people.

As an Trade Marketing Specialist, you will be responsible for...

• Planning, leading and handling overall execution of brand activation caledar in line with the MWB and support project planning.
• Customizing & implementing bespoke programs (as per brand guidelines)
• Brand theme activities: Sundowners, Pool Parties, Cocktail Week, Negroni Week, Father's Day, Valentines, Whisky Appreciations, etc
• Planning, leading, executing the bar staff training calendar for the portfolio
• Ensuring training and development of the execution force through on the job training and scheduling training calendar ( Distributor + Commercial Teams), deployment of tools i.e. CAO
• Driving on-trade segmentation in line with global model yet relevant to India RTM
• Ensuring that merchandise standards "The Perfect Store" are adhered to for best in class execution of all BTL activations
• Creating a on trade scorecard for KPI definition for On-premise accounts / national chains
• Working collaboratively with the brand marketing and commercial sales teams (company & the distributor teams), leading the development and implementation of BTL Activity calendar in line with our Must Win Battle.
• Ensuring POS is 100% compliant with the Brand Guideline & 100% fit for purpose, in sufficient quantities to achieve visibility objectives in all relevant outlets,as per the annual aligned plan
• Supporting in the development and execution of Consumer & Shopper activations, including point of sale, gift packs ( packaging & gifts ), in-store displays, sales toolkits and sampling activations, consistent with Perfect Store guidelines.
• Customizing visibility initiatives for outlets
• Exploring opportunities in image outlets in both on & off trade
• Brand walls, wall bays , shelf in shelf , festive gandolas etc
• Incentive planning & deployment to drive recommendation
• End to end execution of the training modules supported by the local or national training agency & commercial teams
• Partnering with the key local bartenders to nurture and execute dialogue content - menu creation , bespoke drinks , cocktail menu's , pairings , leverage their digital reach by promoting our drinks etc

What you already have...

• Proven track record of working in On/Off Trade - Key Accounts Sales, Retail Sales , Brand Management or Trade Activation (2-6 yrs).
• Demonstrated experience in managing expense budgets, procurement, and both Agency and Customer relationships
• Post Graduation Degree with relevant subject focus preferred
• Demostated ability to work within cross functional teams, and showcase influencing skills
• Strong relationships in On Premise and Bartender community
• Knowledge of the Liquor industry and regulatory environment, and communication guidelines
• Knowledge of the on-premise activaiton planning/ management/ operation
• Ability to network and build strong relationships