Trade Marketing Manager
Career GuideKey Responsibilities
- Create trade marketing plans aligned to brand and sales goals
- Plan and manage retail promotions and seasonal campaigns
- Develop in store visibility programs such as displays and signage
- Coordinate product launches with retail and sales teams
- Manage trade marketing budgets and track spend effectiveness
- Work with retailers on joint marketing programs
- Provide sales teams with tools such as sell in stories and campaign guides
- Monitor competitor activity in retail locations and adjust plans
- Review performance data and recommend improvements
- Align with supply chain to ensure stock supports promotions
- Brief agencies and vendors on retail assets and timelines
- Ensure consistent brand execution across retailers and regions
Top Skills for Success
Retail Partner Management
Promotion Planning
In Store Merchandising
Trade Budget Management
Campaign Execution
Sales Enablement
Category Understanding
Pricing Fundamentals
Shopper Insight
Performance Reporting
Data Fluency
Project Management
Stakeholder Management
Negotiation
Clear Communication
Career Progression
Can Lead To
Senior Trade Marketing Manager
Trade Marketing Lead
Shopper Marketing Manager
Category Manager
Key Account Manager
Commercial Planning Manager
Transition Opportunities
Brand Manager
Growth Marketing Manager
Sales Director
Go to Market Manager
Commercial Operations Manager
Common Skill Gaps
Often Missing Skills
Incrementality MeasurementRetail Media PlanningForecast AwarenessPromotion Post AnalysisTrade Spend GovernanceCross Functional Leadership
Development SuggestionsBuild a repeatable way to evaluate promotions before and after launch. Partner with sales and finance to learn trade spend rules. Practice writing a one page retailer plan with goals, audience, offer, timeline, and success metrics.
Salary & Demand
Median Salary Range
Entry LevelUSD 65,000 to 85,000
Mid LevelUSD 85,000 to 115,000
Senior LevelUSD 115,000 to 155,000
Growth Trend
Steady demand, especially in consumer goods, beverage, beauty, and health. Hiring is strongest for candidates who can prove retail execution impact and comfort with performance data.Companies Hiring
Major Employers
Procter and GambleUnileverNestlePepsiCoThe Coca Cola CompanyDiageoL OrealNikeAdidasKraft HeinzDanoneColgate Palmolive
Industry Sectors
Consumer packaged goodsFood and beverageBeauty and personal careHealth and wellnessApparel and footwearConsumer electronicsHousehold productsPet care
Recommended Next Steps
1
Create a portfolio of two to three trade campaigns with objectives, execution photos, and results2
Strengthen measurement skills using retail sales data and basic uplift analysis3
Learn the retailer planning cycle for your top accounts and map key deadlines4
Develop a simple trade budget tracker and a monthly performance review cadence5
Get field exposure by visiting stores regularly and documenting execution opportunities6
Build stronger cross team relationships with sales, finance, supply chain, and brand marketing