Title:  Trade Marketing Manager - Beverages

Job Summary

This role goes beyond the conventional scope of trade marketing. As part of a business unit (JCDC) the Trade Marketing Manager will drive market execution for ICEE frozen beverages, Karak dispense systems, retail Karak sachets and new innovations for the retail channel. The candidate will act as a bridge between the business unit and the distributor, taking ownership of execution, visibility, activations and business development—especially in underrepresented channels like C-stores and big-ticket accounts like AMC Cinemas.

Roles & Responsibilities

Distributor & Retailer Engagement

Serve as the JCDC representative for managing the distributor, ensuring aligned execution of the AOP and promotional calendar. Manage distributor relationships and performance scorecards including coverage, visibility and sell-out KPIs. Engage directly with strategic retail MT/SS partners to plan joint activations and drive trade-led growth.

Trade Execution & Category Development

Develop and execute trade marketing plans by channel (MT, SS, GT, C-stores, L&E). Ensure perfect store execution: planogram compliance, visibility drive and TMI deployment. Create shopper-centric activation strategies for ICEE and Karak based on consumption moments and outlet typology.

Activations, Sampling & Performance Analytics

Drive BTL activations and seasonal campaigns, ensuring local relevance and trade ROI. Monitor EPOS/Nielsen data and distributor secondary sales to track uplift and make course corrections. Focus on heavy consumer/product sampling both in-store & via other platforms

New Product Commercialization

Lead the go-to-market strategy for new product launches in retail beyond Karak & support Marketing to conceptualize & develop new products/formats innovations. Coordinate with marketing on POSM, sampling and in-store communication aligned with brand equity and outlet economics.

Business Development – C-Store & Emerging Channels

Proactively identify and onboard convenience store accounts for ICEE and other systems products. Drive coverage expansion in modern impulse environments, managing pilot programs and profitable expansion of store counts.

Team Leadership

Lead and coach two direct reports, fostering cross-functional collaboration with sales, marketing, supply chain, and R&D. Build a culture of agility, ownership and innovation in execution.

KPIs

Volume & value growth across ICEE, Karak systems and retail Karak.

• Visibility scores & outlet execution index (Scorecard 2.0+).

• TMI ROI (% uplift per activation).

• System rollout growth (# of new placements – C-store, Cinema, MT).

• Launch success metrics (distribution depth, off-take velocity).

• Distributor health metrics: forecast accuracy, coverage, compliance.

• Key account success: % growth in AMC, MT retail, etc.

Candidate Profile

• 8–12 years of experience in Trade Marketing, Sales or Brand Activation within FMCG, ideally in beverages or adjacent impulse-driven categories.

• Proven distributor management and customer engagement experience.

• Experience in launching new formats or categories in agile, resource-thin environments.

• Ability to work across functions and manage ambiguity in fast-evolving go-to-market models.

Preferred:

• Background in F&B, convenience retail or tea/coffee -based systems.

• Strong commercial acumen and experience with EPOS/sell-out data interpretation.

• Regional experience in KSA/GCC.

Qualification

Bachelor degree in business or management related field.

Competencies