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.

Job Details

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

Experience:

• 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.