Job Summary
- The Trade Marketing
Senior Officer is responsible for
designing and executing trade marketing strategies that drive customer
acquisition, brand visibility, and sales conversion across the company’s
LPG distribution network.
- The role ensures strong market presence through depot activations,
agent enablement, local marketing campaigns, and point-of-sale visibility
that directly support regional sales teams in achieving growth and
retention targets.
- Working closely with Sales growth, and Customer Success teams, the
Trade Marketing Senior Officer ensures that marketing investments
translate into measurable commercial outcomes including new customer
acquisition, increased cooking frequency, and improved team productivity.
Key Responsibilities
Trade
Marketing Strategy & Planning:
- Develop and implement trade marketing strategies aligned with
company growth and customer acquisition objectives.
- Translate national marketing plans into local depot-level campaigns
and field activations.
- Identify priority markets and design targeted marketing
interventions to accelerate customer acquisition and usage.
- Plan and manage seasonal or promotional campaigns to drive LPG
adoption and consumption.
Depot
& Field Activations
- Design and execute below-the-line marketing activities, including:
- Work with sales teams to align marketing activities with territory
growth plans.
- Ensure activations generate qualified leads and convert into
installations.
Sales
& Agent Enablement:
- Develop marketing tools and materials to support growth sales
representatives.
- Provide teams with:
- Product education materials
- Customer education guides
- Sales collateral
- Visibility tools
- Support onboarding and training of sales teams on how to use
marketing assets effectively.
Point-of-Sale
Visibility & Branding
- Ensure strong brand presence across depots and partner locations
through:
- Branded POS materials
- Outdoor branding
- Depot visibility standards
- Monitor and maintain consistent brand visibility across the
distribution network.
Customer
Awareness & LPG Education:
- Drive awareness campaigns focused on:
- LPG adoption
- Safe LPG usage
- Benefits of the company’s PAYGO model
- Partner with retention teams to reinforce customer education and
product usage.
Performance
Tracking & ROI Measurement:
- Track performance of marketing campaigns against key commercial
metrics including:
- Lead generation
- Customer acquisition
- Installation conversion rates
- Sales productivity uplift
- Evaluate the ROI of marketing campaigns and optimize future
initiatives.
Cross-Functional
Collaboration Work closely with:
- Sales teams to align marketing activities with sales priorities
- Customer retention teams to support retention campaigns
- Operations teams to coordinate depot-level marketing logistics
Team
Leadership
- Manage and mentor Trade Marketing Associate(s).
- Provide clear guidance on field marketing execution and campaign
delivery.
- Ensure consistent reporting and performance tracking of trade
marketing activities.
Requirements
Key
Success Metrics:
- New customer leads generated from marketing campaigns
- Lead-to-installation conversion rates
- Customer acquisition growth in targeted markets
- Agent sales productivity uplift
- Depot-level brand visibility compliance
- Trade marketing ROI
Key
Competencies:
- Trade marketing strategy
- Field activation management
- Sales enablement
- Data-driven campaign analysis
- Stakeholder management
- Budget and vendor management
Qualifications
- 3+ years of experience in trade marketing, field marketing, or sales
activation roles.
- Proven experience designing and executing Above and below-the-line
marketing campaigns.
- Experience working with field sales teams and agent networks.
- Experience managing marketing campaigns that directly support
customer acquisition and revenue growth.
How to Apply
