Trade Marketing Manager, Lubricant

1. Channel Strategy & Planning

· Analyze the structure of the distribution network (distributors → workshops → consumers).

· Develop channel-specific marketing plans aligned with the brand's overall objectives.

· Identify growth opportunities by segment (e.g., quick lubes vs. general repair shops).

· Define pricing, promotions, and assortment guidelines to support channel goals.

Example: Creating a workshop incentive program to boost adoption of a new synthetic oil line.

2. Trade Promotions & Activation

· Plan and execute B2B promotions for distributors and workshops (e.g., "Buy 5 drums, get 1 free").

· Manage consumer promotions executed through the trade, such as service bundles ("Free filter with oil change").

· Track ROI of promotions, ensuring effectiveness and margin control.

How they do this:

· Work with sales teams to select target customers and set sales objectives.

· Collaborate with distributors on co-branded campaigns and merchandising.

· Measure promotion lift using sell-in and sell-out data.

3. Channel Communication & Collateral

· Develop sales enablement materials - product sheets, trade catalogues, POS displays, banners, etc.

· Ensure brand consistency across distributor and workshop touchpoints.

· Train distributor and workshop sales teams on product features and selling points.

Example: Providing workshops with branded signage, uniform kits, and digital assets for their websites or social media.

4. Data, Insights & Performance Tracking

· Monitor sell-through data to understand how marketing activities drive workshop sales.

· Use market intelligence to identify competitor activity and channel trends.

· Report KPIs like promotional ROI, share of shelf, and brand visibility at the trade level.

Tools used: CRM, distributor sales reports, market audits, and promotional dashboards.

5. Cross-Functional Collaboration

· Partner with:

o Sales: to align incentives, pricing, and distribution goals.

o Marketing: to adapt brand campaigns for trade execution.

o Product teams: to communicate trade feedback on new launches.

· Act as the voice of the customer (workshop) within the organization.