Head of Trade Marketing

Job Title: Head – Trade MarketingLocation: IndoreCompany: Mount Everest Breweries Ltd.Industry: Alcoholic Beverages / BreweriesRole SummaryThe 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 Responsibilities1. Trade Marketing Strategy & Planning- Develop comprehensive trade marketing strategies aligned with the company’s 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. - 12–18+ 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 environmentsReports To: CEO

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