Territory Trade Marketing - Home & Personal Care Category

Role Overview

This role drives trade marketing and field execution across the Home & Personal Care (HPC) portfolio, focusing on in-store visibility, merchandising standards, and distributor-led sell-out. You will be the link between brand strategy and retail reality, ensuring promotions, new product launches, and display programs reach consumers at shelf level. Success here directly improves market share and execution excellence in categories ranging from laundry detergents to oral care, making daily decisions on allocation, trade spend, and route-to-market adjustments.

Key Responsibilities

• Develop and execute annual trade marketing plans aligned with brand objectives, covering all HPC categories assigned to your territory.
• Manage distributor relationships: negotiate annual business plans, review sell-out performance, and co-create joint promotion calendars.
• Lead retail activation projects including shelf placement negotiations, secondary display placements, and promotional visibility programs.
• Monitor competitor activity at store level and propose counter‑tactics to protect or grow shelf space and market share.
• Analyse sales data from distributors and retailer partners to identify gaps, slow‑moving SKUs, and opportunities for reclogged or redemption schemes.
• Coordinate field sales teams and merchandisers to ensure consistent execution of planograms and brand guidelines across modern trade and general trade.
• Track trade promotion ROI, adjusting spend allocation between channels based on historical effectiveness and seasonal demand patterns.
• Prepare weekly performance dashboards and monthly review decks for internal stakeholders using Excel, PowerPoint, and CRM tools.

Requirements & Qualifications

• Education: Bachelor’s degree in Marketing, Business Administration, Sales, Commerce, or a related field. A professional sales & marketing certification is an advantage.
• Experience: 4–6 years in Trade Marketing, Channel Development, or Field Sales exclusively within the Home & Personal Care (HPC) industry (Personal Care, Home Care, Hygiene, Beauty Care, Tissue, Detergents, Skin Care, Hair Care, or Oral Care). Candidates with backgrounds in Beverages, Edible Oils, or predominantly Food categories will not be considered.
• Proven capabilities: Managing distributors, designing trade activations, executing visibility programs, and driving merchandising compliance across multiple retail formats.
• Strategic understanding: Deep knowledge of route‑to‑market models, retail execution levers, and territory management fundamentals.
• Data & tools: Strong analytical and reporting skills; proficiency in Excel (pivots, vlookups), PowerPoint, and at least one sales reporting platform (e.g., Salesforce, Nielsen, or distributor portals).
• Soft skills: Commercial acumen, negotiation ability, independent work ethic, and stakeholder relationship management – particularly with distributor owners and sales managers.