Summary:

Lead and oversee trade marketing efforts across all channels, including retail partners, by developing strategies to drive sell-out and expand the company's channel footprint. This role includes designing high-impact promotional campaigns, managing trade spend budgets, leading promoter field teams, and implementing shop-in-shop modules to enhance point-of-sale (POS) conversion rates.

Responsibilities & Objectives:

• New Product Introductions (NPI) & Displays: Oversee trade launch preparations for high value appliances, handling the full development of premium shop-in-shop displays, demo stations, planograms, and promotional assets.

• Trade Spend & Promotional ROI: Manage, monitor, and improve the promotional budget. Design and assess promotional bundles, trade-in offers, and seasonal campaigns (such as Buen Fin and Mother’s Day) to boost volume while maintaining margins.

• Field Force & Promoter Management: Develop incentive plans, KPI systems, and training programs for field promoters, brand advocates, and RSAs to enhance sell-out efficiency.

• Joint Business Planning (JBP) & Account Support: Collaborate with Sales on business presentations, floor-space negotiations, and customized promotional schedules for key clients.

• Budget Management: Develop, control, and oversee the Trade Marketing budget.

• Promoter Targets & Follow-up: Set sell-out goals per customer and monitor coverage.

• Sales Floor Enhancement: Improve product displays and communication efforts on the sales floor, coordinating with marketing for messaging.

• POP and Display: Develop and distribute POS materials, plan and negotiate special exhibitions and events, and organize sell-out acceleration activities.

• Promotional Communication:



Ensure accurate promotion messaging on the sales floor.

• Giveaways: Secure promotional giveaway materials.

• Training: Provide training for promoters and sales staff, coordinating content development and follow-up activities.

• Event Coverage: Manage attendance at customers’ events and dealer expo coverage.

• Expenses and Reimbursements: Track and report quarterly sales floor activities and expenses for reimbursement; handle supplier invoice payments.

Experience & Background

3-5 years of work experience in a similar role in trade marketing, particularly in Consumer Electronics, Home Appliances, or high-involvement durable goods sectors.

Bachelor’s degree in marketing, business, or a related field, with supervisory experience and advanced English skills.

Knowledge, Skills, Abilities

• Appliance Retail Dynamics: Deep understanding of key retail channels (Consumer Electronics, Home Improvement, Department Stores, Direct-to-Consumer) and their floor share and margin expectations.

• Product Life Cycle & NPI (New Product Introduction): Mastery of launching complex, high ticket appliances, coordinating display floor readiness, sample seeding, and trade launch roadshows.

• Retailer Business Models & Trade Terms: Knowledge of sell-in vs. sell-out dynamics, joint business planning (JBP),



cooperative advertising, display allowances, and floor-space negotiations.

• Shopper Journey & In-Store Experience: Expertise in high-involvement purchase paths, category management, demo station placement, and digital-physical (phygital) integration at POS.

Skills

• Promotional & Trade Spend Optimization: Designing, evaluating, and managing high-value promotional campaigns (e.g., promotional bundles, trade-in programs, seasonal peak activations) to protect gross margins.

• Promoter & Field Team Management: Designing incentive structures, training programs, and KPI tracking models for field promoters, brand advocates, and floor sales specialists (RSA - Retail Sales Associates).

• POSM & Floor Display Execution: Managing end-to-end development of premium branded shop-in-shop modules, interactive product displays, high-impact POP materials, and planograms.

• Commercial Analytics and Cross-Functional Synergy : Using sell-out data, inventory turn rates, promoter productivity metrics, and competitor share-of-shelf analysis to dynamically adjust trade plans.

We Offer:

• Benefits of the law

• Major medical insurance, Food Vauchers and more.

Confidential due to business strategy

This opportunity is being managed confidentially as part of the company's hiring strategy. Additional details will be shared with shortlisted candidates during the recruitment process.

Confidential / organizational reasons

This search is being conducted on a confidential basis due to internal organizational considerations. Complete information about the company and the role will be provided to candidates who advance in the selection process

📌 Trade Marketing Leader (México)
🏢 Empresa Confidencial
📍 México