Expires 1 month from now
Customer/Trade Marketing Manager
Marketing
full-time
| Manager
Lagos
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Job Summary
The Trade Marketing Manager is responsible for developing and executing integrated trade marketing strategies that drive distribution growth, in-store visibility, shopper engagement, and sales performance across all channels. The role bridges Marketing and Sales, ensuring brand strategies are effectively translated into winning route-to-market execution, trade activations, and retail programs that accelerate market share growth for Seven-Up Bottling Company’s portfolio. The Trade Marketing Manager will also play a key role in commercial planning, go-to-market strategy, and distributor capability development to ensure consistent and impactful execution across all markets.
Job Details
1. Trade Strategy & Commercial Planning
Develop and implement trade marketing strategies aligned with overall brand and commercial objectives.
Translate brand plans into channel-specific trade programs and activation frameworks.
Support the development of annual commercial plans, including SKU prioritization, volume projections, and promotional strategies.
Identify growth opportunities across channels (Modern Trade, General Trade, On-Trade, and emerging channels).
Lead trade input into go-to-market strategies for new product launches.
2. Route-to-Market & Distribution Optimization
Partner with Sales leadership to strengthen Route-to-Market (RTM) models that improve numeric and weighted distribution.
Identify white spaces and distribution gaps and develop programs to close them.
Drive initiatives that enhance last-mile execution and outlet penetration.
Support initiatives that improve direct-to-consumer (D2C) and alternative channel strategies where relevant.
3. Trade Activation & Shopper Marketing
Design and execute impactful trade activations that drive product trial, visibility, and shopper conversion.
Develop Below-The-Line (BTL) campaigns, market storms, loyalty programs, and field promotions.
Lead seasonal and event-based trade programs that maximize sell-out performance.
Deliver shopper-centric marketing initiatives that strengthen brand presence at the point of purchase.
4. In-Store Execution & Visibility
Own the development and deployment of Point-of-Sale Materials (POSM) across the trade.
Ensure optimal share-of-shelf, product visibility, and merchandising standards.
Work closely with sales and merchandising teams to ensure consistent execution across outlets.
Develop in-store assets that enhance brand differentiation and shopper experience.
5. Product Launch & Market Expansion
Lead the trade launch strategy for new products and innovations.
Coordinate in-store rollout plans, trade training, and asset deployment.
Ensure new products achieve rapid distribution and visibility across priority channels.
Monitor market response and adjust trade strategy to maximize adoption.
6. Trade Performance & Insights
Track and analyze in-store KPIs, distribution metrics, and activation ROI.
Conduct market intelligence and competitor analysis to inform trade strategy.
Provide insights on shopper behavior, outlet dynamics, and channel trends.
Use data to refine trade investments and improve execution effectiveness.
Requirements
Bachelor’s degree in Marketing, Business Administration, Economics, or related field
Minimum 8–10 years of experience in Trade Marketing within FMCG
Strong experience in:
Route-to-Market strategy
Trade activation programs
Distributor and channel management
In-store marketing and POS execution
Demonstrated experience in product launches and market expansion initiatives
Proven ability to translate market insights into commercial strategies
About Company
Seven-Up Bottling Company Limited
Just like Nigeria, the entity SevenUp Bottling Company was conceived in 1959 by a great visionary named Mohammed El-Khalil and began operations as a soft drink bottling company. As a company, we have since achieved great success in the soft drink and bottling industries since beginning operations on October 1st of, 1960. As one of the longest-standing businesses in Nigeria, we have proudly contributed to job creation and partnered with many Nigerian suppliers and establishments. We also currently have nine plants across the country. SBC has a wide offering of sugar-sweetened and sugar-free non-alcoholic beverages. We can also boast of having Nigerian favourites like Pepsi, Seven-Up, Mirinda, Mountain Dew, and Teem in several variants and line extensions in our portfolio. Our history also contains iconic marketing campaigns such as ‘Fido Dido,’ ‘The Three Orange Men,’ and ‘The Pepsi Long Throat’ campaign. We are fueled by the need to ‘refresh and inspire a youthful lifestyle’ and our mission is guided by principles like hard work, determination, integrity, honesty, sustainability, fun, and refreshment. That’s why our brands champion and complement the music scene, sports, and the all-around ‘good life.’