Head of Trade Marketing

Job Title: Head Trade Marketing

Location: Indore

Company: Mount Everest Breweries Ltd.

Industry: Alcoholic Beverages / Breweries

Role Summary

The Head Trade Marketing will lead the development and execution of trade marketing strategies that drive distribution, visibility, and sales growth for Mount Everest Breweries products across key channels (On-Trade & Off-Trade). This senior role partners closely with Sales, Brand Marketing, Distribution, and Operations to build commercial excellence and sustainable competitive advantage in a regulated alcobev environment.

Key Responsibilities

1. Trade Marketing Strategy & Planning

• Develop comprehensive trade marketing strategies aligned with the companys annual sales and growth objectives.
• Define channel-specific plans for on-trade (bars, restaurants, clubs, hotels) and off-trade (liquor retail, supermarkets, modern trade).
• Translate strategic plans into executable trade programs that drive distribution, visibility, and share growth.
• Prepare annual and quarterly P&L forecasts for trade marketing spends and ROI metrics.

2. Channel Activation & Execution

• Lead the design and delivery of trade promotions, in-store activations, merchandising programs, and seasonal campaigns.
• Ensure consistent and effective implementation of trade marketing initiatives at point-of-sale (POS).
• Establish activation standards, guidelines, and templates for field teams and distributors.

3. Distributor & Retail Partnerships

• Build and nurture strong relationships with distributors, wholesalers, key accounts, and retail partners.
• Lead joint business planning with key customers to secure visibility, distribution, and promotional support.
• Negotiate trade terms, promotional funds, and merchandising investments with partners.

4. Cross-Functional Collaboration

• Work closely with Sales, Brand Marketing, and Commercial Strategy teams to drive integrated campaigns that support business goals.
• Provide regular trade and channel insights to Brand, Sales, and Leadership teams to inform strategy.
• Liaise with legal / compliance teams to ensure all initiatives comply with state excise regulations and alcobev marketing norms.

5. Trade Marketing Analytics & Reporting

• Track and analyze trade performance KPIs distribution coverage, display adherence, take-away lift, consumer pull-through.
• Provide actionable insights from market data, competitor actions, and consumer trends to optimize strategies.
• Prepare monthly and quarterly reports for senior leadership with recommendations and course-corrections.

6. Budget & ROI Management

• Own the trade marketing budget, ensuring effective allocation and utilization of funds.
• Monitor ROI on trade spends, promotional effectiveness, and trade investment returns.
• Drive cost discipline and efficiency in trade program execution.

Qualifications & Experience

• MBA/PGDM in Marketing, Business, or related field preferred.
• 1218+ years of experience in Trade Marketing / Commercial roles ideally within alcoholic beverages, beer, spirits or related FMCG sectors .
• Prior leadership experience managing trade marketing functions, distributor networks, or channel growth initiatives.
• Proven history of successful trade campaigns and measurable sales impact in regulated environments

Reports To: CEO