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Senior Shopper & Trade Marketing Manager

This role leads Trade Marketing strategy and execution across all channels, focusing on category growth, in-store excellence, and promotional effectiveness. It drives channel and category plans, manages PICOS, and oversees commercial calendars, discount schemes, and loyalty programs to maximize ROI and competitiveness. The position also handles sales analysis, forecasting, and performance tracking through advanced reporting tools, while integrating Revenue Growth Management principles into pricing, promotion, and assortment strategies. Acting as a key business partner to Sales, Marketing, and Finance, the role ensures strategic alignment, budget optimization, and continuous team development to deliver sustainable growth and market share gains.

About the job

As a Senior & Trade Marketing Manager, you will be doing the following activities:

Trade Marketing Pillar
Creates Channel & Category Strategies for the next 12-24 months to drive business growth and share gain across all channels and regions. (Channel and Category Strategy and Planning)
Identifies growth spaces by channel and category through RA, shopper, and consumer insights. (Channel and Category Growth Spaces)
Develops Plans & PICOS (Picture of Success) by Channel to maximize Sales conversion of Danone Brands (Define PICOS)
Leading and supervising the overall process and implementation of the Ideal store elements and Managing the Trade marketing function / team to ensure in-store excellence in execution and implementation of ideal store elements by category and channel (In-store execution) 
Lead on the Annual / Monthly commercial calendar of activities ensuring strong presence across channels for the entire portfolio leading to share gains and communicate with the Field team the Monthly Commercial / MKTG initiatives providing clear execution guidelines.
(Calendar of Activity and BBs) 
Take full ownership on the Monthly scorecard numbers generated within the demand meeting and ensure full understanding for the monthly performance (either over / under achievement) (Monthly Volume Scorecard & Trend Meetings)
Lead on the channel/brand promotions Strategy and align with the relevant stakeholders (Field Sales Team - SC – MKTG - PRGM) to ensure highest ROI, volume uplift and on-time execution. (Promotion Strategy)  
Lead on the development and reviewing of our channels discount scheme, Trade terms and Loyalty Programs with the field team to ensure highest financial impact and competitiveness in the market. (Channel Discount Scheme)
Market insights through regular monthly field visits, monitoring competition trade actions and insuring plans are being lucrative and competitive and sharing the trade visit report with the field team (Field Visits and Field report)
Lead the quarterly Business Reviews Forum (Channel and Regions) with RSM’s/MTM to review overall performance, distribution, in store execution KPIs and review previous quarter’s activities implementation. (Quarterly Business Reviews with the Field Team)
Take the field team ideas into the assessment phase and bring it to live whenever relevant. (Field Sales Team Ideation to execution)
Continuously develop the TM Team through career development discussions, long-term career plans and short-term development actions based on Danone CODE and sales competencies evaluation. (Team Development)
Lead the development of the Trade Marketing SVs and ensure full engagement for the team through quarterly business review meetings (TMSVs Development)
Supervise the monthly Business Review Forums with the UMs making sure that meeting discussion are transformed into action plans (MBR with Field team)
Full ownership on the Trade Marketing & Discount Budget to ensure efficient and optimized budget spend and empower the PRGM mindset among the team. (TM Budget)
Lead the management of the Top Line, Sales and Marketing Meetings ensuring productive and effective outcome for those meetings (Meetings Management)
Provide needed actions and initiate activities to feed in the top line meeting based on the channel and brand analysis. (Top Line meeting actions)
 
Sales Analysis Pillar
Managing target-setting processes and automation to break down the AOP to branch and channel levels, respecting new initiatives & SKU innovations rules.
Recommending SKUs to be exempted from Sales Representatives' commission. (Based on Out of Stocks or market performance)
 Supervising and developing “Daily Sales Tracking” report.
 Managing and Analyzing Expected Monthly Closing forecast with the needed actions by region with Risks and Opportunities.
Sales Liaison with IT regarding “One Danone” system calculations and reporting accuracy (MSL, Productivity, Sales and returns) 
Creating and maintaining Excel (Power Pivot) and Power BI dashboards to pinpoint SKUs' performance on channel, Classification, and branch levels to drive efficient actions.

RGM Pillar
Strategy Development: Leads the development of Channel centric RGM strategy across Price, Promotion, Assortment Mix and Trading Terms based on market insights.
Commercial Planning: Integrate RGM into all relevant commercial planning processes. i.e. from annual GPS exercise to all financial budget planning/ reviews. 
Delivering Results: Acting as business partner with Brand team, Field Sales & Trade Marketing leaders to drive implementation of category / channel strategies, track results and turn learnings to actions 
Monitoring and governance: Run monthly reviews around pricing, promotion, GTN in partnership with the finance team
Brand Love: Works closely with brand & innovation teams to develop customer and shopper centric solutions on pack price architecture & promotional designs