Trade Marketing Manager (Dealers / Indirect Channel)

Job Purpose: The Trade Marketing Manager (Dealers / Indirect) is responsible for developing and executing the marketing calendar, trade promotions, and incentive programs targeting the dealer and distributor network — which contributes to approximately 80% of the company’s revenue. The role focuses on driving dealer engagement, improving sell-out performance, and strengthening brand presence across the indirect sales channel through effective trade marketing initiatives. Key Responsibilities: 1. Trade Marketing Strategy & Planning Develop the annual trade marketing calendar in alignment with sales and brand objectives. Plan and execute promotions, incentive programs, and dealer engagement activities. Ensure trade programs effectively drive sell-out and enhance dealer loyalty. 2. Channel Program Development Design, implement, and monitor dealer incentive schemes and loyalty programs. Collaborate with sales teams to optimize channel performance and ensure consistent market activation. Measure and evaluate the impact of channel initiatives on sales performance. 3. Budgeting & Forecasting Prepare and manage the trade marketing budget and promotional spending. Track ROI and provide accurate forecasts for marketing program success. Ensure efficient use of resources within budgetary guidelines.4. Market Research & Competitive Analysis Conduct ongoing market intelligence to identify trends, opportunities, and threats in the dealer network. Benchmark competitor trade marketing activities and recommend action plans to stay competitive. Support product and pricing strategies with market insights. 5. Communication & Training Develop effective communication materials and presentations for dealer audiences. Conduct trade marketing and product training sessions to strengthen dealer knowledge and engagement. Collaborate with internal stakeholders (Sales, Brand, Finance) to align messaging and execution. 6. Digital B2B Marketing Support digital trade marketing initiatives including online dealer engagement platforms and B2B campaigns. Leverage data and analytics to optimize dealer communication and digital presence. Qualifications & Experience: Bachelor’s degree in marketing, Business Administration, or a related field (MBA preferred). 5–8 years of experience in Channel Marketing or Trade Marketing, ideally within a distributor-based, indirect business model. Previous experience in Automotive, FMCG, or Tires industry is highly desirable. Key Skills & Competencies: Primary Skill Set: Channel Program Development — designing and managing dealer incentives and loyalty programs.Forecasting & Budgeting — ability to forecast program success and manage promotional budgets.Communication — excellent presentation and training skills for dealer audiences. Secondary Skill Set: Market research and competitive analysis. Digital marketing for B2B channels.Behavioral Competencies: Strong business acumen and analytical mindset. Excellent interpersonal and stakeholder management skills. Strategic thinker with hands-on execution capability. Proactive, creative, and results-driven.