Willowton Group is seeking a dynamic and strategic Trade Marketing Specialist to enhance brand visibility, drive retail execution, and deliver promotional excellence across the coastal region. This role is ideal for a proactive individual who thrives in a fast-paced environment and is passionate about consumer engagement, retail strategy, and market insights.
Duties & ResponsibilitiesKey ResponsibilitiesRetail Strategy Development
- Develop and implement in-store marketing strategies tailored to diverse retail environments.
- Create channel-specific plans for supermarkets, wholesalers, and spaza shops.
- Align trade marketing initiatives with broader brand objectives.
Promotional Planning & Execution
- Plan and execute trade promotions, customer activations, and giveaways.
- Manage the production and distribution of point-of-sale materials (e.g., posters, shelf talkers, wobblers).
- Track and analyze the effectiveness of promotional campaigns.
- Conduct surveys and gather feedback to inform data-driven campaigns.
Sales & Marketing Alignment
- Work closely with sales teams to ensure seamless execution of marketing plans at store level.
- Provide training and toolkits to Promoters/Brand Ambassadors for launches and campaigns.
- Support sales initiatives with relevant marketing collateral and insights.
Retailer & Distributor Engagement
- Build and maintain strong relationships with retailers, distributors, and merchandising teams.
- Conduct regular store visits to ensure compliance, gather insights (e.g., competitor pricing, packaging, promotions), and support merchandising efforts.
- Establish trade calendars with customers, including key activation dates and correct product visuals for broadsheet placements.
Market & Shopper Insights
- Analyze shopper behavior, category trends, and competitor activity.
- Benchmark competitors across packaging, pricing (in collaboration with sales), quality, and promotional tactics.
- Use insights to optimize packaging, placement, and promotional strategies.
Performance Tracking
- Monitor sell-in and sell-out data to assess trade marketing impact.
- Evaluate ROI of trade activities and report on KPIs such as product availability, visibility, and sales uplift.
- Maintain accurate records of sample stock, novelties, and POS materials.
Additional Expectations
- Support new product innovations and launches with tailored trade marketing strategies.
- Collaborate with merchandisers to ensure correct product stocking and display.
- Lead and develop Brand Ambassadors, ensuring high performance and brand alignment.
- Work cross-functionally with Sales, Logistics, Admin, and Manufacturing to ensure operational excellence.
Desired Experience & QualificationQualifications & Experience
- 1–3 years’ experience in trade marketing (FMCG experience advantageous), with exposure to both formal and informal retail environments.
- Tertiary qualification in Marketing or a related field (preferred).
- Valid driver’s license and willingness to travel extensively across urban and rural areas in the coastal region.
- Strong analytical, communication, and time management skills.
- Creative mindset with a passion for innovation and consumer engagement.
Job Type: Full-time
Work Location: In person