Role Purpose

The Trade Marketing lead will lead Spiro’s trade marketing strategy and execution across dealers, distributors and sales channels, ensuring strong market presence, dealer engagement, and effective conversion of marketing activities into sales.

Key Responsibilities

Trade Marketing Strategy

• Develop and execute the annual trade marketing and channel activation strategy aligned with business and sales objectives.
• Develop dealer-specific marketing plans based on market potential and sales targets.
• Identify opportunities to strengthen Spiro’s presence across key markets and sales channels.

Dealer & Channel Marketing

• Drive dealer acquisition, activation, engagement and retention through effective marketing programmes.
• Develop and manage dealer promotions, incentives and sales campaigns.
• Equip dealers with relevant marketing and sales materials to support conversion.
• Build strong relationships with dealers and channel partners.

Brand Visibility & Merchandising

• Lead dealer branding, POSM, signage, merchandising and visibility programmes.
• Ensure consistent implementation of Spiro’s brand standards across all dealer locations.
• Conduct regular market visits and audits to ensure execution quality.

Activations & Campaigns

• Lead trade activations, product demonstrations, roadshows and market-level campaigns.
• Work closely with Sales to convert campaigns into qualified leads and sales.
• Coordinate vendors and agencies to ensure timely and quality execution.

Performance & Budget Management

• Establish and monitor trade marketing KPIs, including dealer leads, conversion, sales growth, activation performance and ROI.
• Manage the trade marketing budget and ensure optimal utilisation.
• Track competitor activity, market trends and dealer feedback to inform strategy.
• Provide weekly and monthly performance reports to management.

Key Performance Indicators

• Dealer/channel sales growth
• Leads generated and conversion rate
• Dealer activation and engagement
• Dealer branding and merchandising compliance
• Campaign ROI
• Market coverage and visibility
• Trade marketing budget efficiency
• Dealer acquisition and retention

Qualifications & Experience

• Bachelor’s degree in Marketing, Business Administration, Communications or related field.
• 5+ years’ experience in trade marketing, channel marketing, sales activation, FMCG, automotive, mobility or a related industry.
• Proven experience managing dealer/distributor networks and trade programmes.
• Strong commercial and analytical skills.
• Strong project and budget management capabilities.
• Excellent stakeholder management and communication skills.
• Ability to work effectively across Sales, Marketing, Operations and external partners.
• Strong proficiency in Microsoft Office/Google Workspace.

Core Competencies

• Commercial mindset
• Strategic thinking
• Channel & dealer management
• Project management
• Data-driven decision-making
• Negotiation and stakeholder management
• Execution excellence
• Budget management
• Problem-solving