Trade Marketer

Contents

• Who is a trade marketer?
• Differences between a trade marketer and a regular marketer
• Key skills of a trade marketer
• Demand for the profession of trade marketer
• How to become a trade marketer?

Who is a trade marketer?

A trade marketer is a professional who promotes products through various distribution and sales channels. The main task of this specialist is to ensure the presence of the product on store shelves and, ultimately, to encourage purchases by end consumers. The word "Trade" translates to "commerce," and trade marketing, accordingly, focuses on optimizing distribution processes and building mutually beneficial relationships among all participants in the supply chain.

One of the key tasks of a trade marketer is to stimulate buyers at all stages of sales. To achieve this goal, the specialist needs to:

• Convince wholesalers or retailers to purchase products from a specific manufacturer.
• Motivate buyers to purchase the product in the store.

Differences between a trade marketer and a regular marketer

The responsibilities of a trade marketer overlap with those of a traditional marketer; however, this profession is often found in large manufacturing companies and distributors. Unlike a marketer, who focuses on promoting a product in a general sense (market analysis, product development, positioning, brand image creation, and advertising strategies), a trade marketer concentrates on promoting products in retail networks and the wholesale market. They work on creating an attractive image for the product so that distributors and networks are interested in purchasing it, and they influence buyers through various types of advertising and promotional events.

Responsibilities of a trade marketer

The work of a trade marketer is mainly related to interaction with retail networks and stores. Key responsibilities include:

• Negotiating with distributors and representatives of retail networks, presenting brands, developing promotions and loyalty programs.
• Conducting market research, analyzing competitor actions, tracking promotions and events, studying the target audience.
• Analyzing sales, customer behavior, and forecasting sales volumes.
• Developing promotional mechanics to stimulate sales at points of sale.
• Organizing promotional events, including selecting promotional assortments and preparing advertising materials.
• Participating in exhibitions and forums, including organizing booths and evaluating participation effectiveness.

Key skills of a trade marketer

A trade marketer should possess both general and professional skills.

General skills (soft skills)

• Analytical thinking to highlight key factors from a large volume of information.
• Negotiation skills for successful communication with partners and contractors.
• Creativity for developing engaging promotions and events.
• Organizational abilities for effective planning and coordination of work.

Professional skills (hard skills)

• Organizing trade marketing events, such as promotions and contests.
• Mastery of marketing analysis tools (ABC, RFM, portfolio analysis).
• Proficiency in Excel and Google Sheets for data management.
• Experience working with CRM systems and management accounting.
• Understanding the basics of merchandising and consumer psychology.
• Ability to create presentations and work with graphic editing software.

Demand for the profession of trade marketer

Trade marketers are in demand across various sectors, including manufacturing companies, distributors, and retail networks. These specialists are particularly relevant in industries with a high level of competition, such as FMCG, food production, toys, and pharmaceuticals. Numerous job vacancies related to this profession can be found on employment platforms, indicating its high demand.

The salary of a trade marketer varies depending on the region and sector but generally ranges from 60,000 to 100,000 rubles. Experienced specialists and managers can earn from 120,000 rubles and above.

How to become a trade marketer?

To become a trade marketer, a higher education degree in "Marketing" or "Advertising" is often required. However, experience in other fields such as management or economics is also valued. One can start their career as a junior specialist or assistant, which will provide the necessary skills and knowledge.

Experience in positions such as sales representative or supervisor will be beneficial, as it provides insight into the product distribution process. Additional knowledge can be gained through courses or self-study of literature on trade marketing.