Trade Marketing Manager (Category Strategy & Planning)

About the Role

We are seeking a highly skilled and commercially sharp Trade Marketing Managers to drive category trade strategy at a national level. Responsible for flagship categories such as Mayonnaise, Cooking Aids and Cooking base. This role is central to shaping how our brands win in the Nigerian market.

Reporting directly to the Trade Marketing Director, the Trade Marketing Manager acts as a category business partner, converting marketing strategies into impactful trade programs that deliver growth in General Trade, Key Accounts, and emerging channels.

Key Responsibilities

Category & Trade Strategy

• Lead national trade marketing plans for assigned categories, ensuring alignment with brand and sales objectives.
• Define channel strategies, with a strong emphasis on General Trade, while adapting for Modern Trade, Key Accounts, and e-commerce where required.
• Monitor competitors closely and proactively design counter-strategies.

Data Analytics & Insights

• Analyze SAP sales data, distributor performance, and market research to identify opportunities and risks.
• Manage large data sets in Excel to simplify complexity into clear business stories.
• Build compelling presentations that highlight insights, problems, and actionable solutions for senior leadership and for Field sales team.

Trade Program Development & Execution

• Design trade promotions, pricing interventions, and merchandising programs to grow category share.
• Deploy and monitor POSM visibility, perfect store execution, and planogram compliance across regions.
• Ensure ROI-focused planning — linking trade investments to measurable sales outcomes.

Performance Tracking & ROI Management

• Establish category KPIs (distribution, visibility, ROI on trade spend) and track performance consistently.
• Lead post-activity reviews to ensure follow-up, accountability, and corrective action.
• Drive a results culture by ensuring category programs deliver against targets, budgets, and timelines.

Cross-Functional Collaboration

• Partner with Sales, Brand, and Supply Chain teams to ensure seamless execution.

• Provide the Sales team with actionable insights and customer-facing tools (dashboards, trade decks, narratives).

• Collaborate with distributors and external partners to ensure maximum impact in-market.

Key Skills & Competencies

• Analytical Mastery: Strong ability to interpret and simplify complex SAP/Excel data into actionable insights.
• Excel & Presentation Skills: Advanced Excel (pivot tables, formulas, modeling) and strong PowerPoint storytelling are non-negotiable skills.
• Storytelling Ability: Transform numbers into compelling narratives that influence senior management and frontline sales teams.
• ROI Mindset: Track, measure, and communicate the return on trade investments with precision.
• Execution Discipline: Strong follow-up to ensure field execution matches plan.
• Commercial Acumen: Deep knowledge of FMCG trade dynamics, category management, and GT channel drivers.
• Collaboration & Influence: Ability to align cross-functional stakeholders and influence distributor partners.
• Target Focus: Consistently delivers against agreed KPIs with accountability and resilience.