Trade Marketing Representative (Non-Management)

About BAT

BAT is rapidly evolving into a global multi-category business with the mission to create a better tomorrow by building a smokeless world. We seek driven individuals who are eager to join us and play a significant role in shaping the future today.

Role Purpose

As a Trade Marketing Representative (TMR), you will focus on driving continuous volume and value growth by ensuring effective trade marketing fundamentals such as product visibility, availability, merchandising, price compliance, and product freshness in key outlets. You will work closely with the Distribution team to optimize distribution and leverage BAT's market leadership to maintain a competitive edge among tobacco and FMCG companies. Your efforts aim to position BAT as the benchmark supplier in your territory.

Key Responsibilities

• Achieve trade marketing and volume targets within your assigned territory.
• Maintain a comprehensive database of all trade outlets that sell tobacco products or attract the target consumer profiles.
• Execute cycle plans aligned with company objectives and adhere to a detailed work program and route plan agreed upon with the Area Manager.
• Engage customers to participate in trade and consumer promotions, effectively place merchandising materials, and optimize product placement to maximize brand visibility according to company space planograms.
• Provide timely market intelligence and performance reports to Area Managers, covering market trends, competitor activities, and strategy progress.
• Implement key control measures to minimize business risks.
• Understand customers' businesses to offer comprehensive support and promote high trade performance.
• Uphold BAT values to maintain the company’s responsible image and social license.
• Coordinate and inform the Area Manager on developments, market trends, and competitor activities for proactive planning.
• Invest in personal development and resource allocation to enhance performance.
• Manage budgets and resources effectively to secure and optimize use of trade marketing assets.
• Implement and evaluate marketing programs, reflecting merchandising policies and channel-specific space management to achieve top in-store visibility.
• Conduct ad-hoc research such as distribution audits, pack counts, and stick censuses; analyze collected data for market insights and decision-making.
• Build strong relationships with target outlets to gain support, loyalty, and a deeper understanding of trade dynamics.
• Maintain open communication and promote BAT’s corporate image with the highest ethical standards, environmental health, and safety compliance.
• Engage with local government and stakeholders to prevent operational disruptions.
• Maintain a healthy balance between professional duties and personal interests.
• Identify and recommend trade marketing initiatives including promotional activities, POP communications, and consumer programs to enhance exposure, brand image, and consumer trial.
• Continuously innovate and review all marketing activities to ensure their effectiveness and incorporate feedback into future planning.

Context & Environment

The TMR is responsible for managing territory resources including materials, finances, and tools. They also identify growth opportunities and manage key trade outlets to improve consumer experience and achieve sales volume, numeric and weighted distribution, and price compliance targets.

Required Knowledge, Skills & Experience

• Ability to operate independently with minimal supervision.
• Strong communication and presentation capabilities.
• Excellent analytical and interpersonal skills.

Key Success Metrics

• Meeting territory market share, volume, and profitability goals.
• Achieving distribution network expansion and coverage objectives.
• Recognition as a benchmark supplier in the territory.
• Successful implementation of trade channel marketing programs.
• Volume and value share growth of company brands.
• Strong passion and dedication to the role.

Working Relationships

• Build close working relationships with the trade, distributors, Area Managers, marketing teams, and external agencies.
• Foster healthy and collaborative interactions to support business objectives.

Benefits

• Competitive annual performance bonus, subject to eligibility.
• Country-specific benefits including diverse health plans and work-life balance initiatives.
• Transportation support and flexible holiday schemes with additional incentives.
• Career development opportunities with internal mobility and online learning platforms.
• Personalized leadership growth programs.
• Focus on continuous improvement within an evolving work environment.
• Meal vouchers or canteen facilities as per location.
• Private pension plans.
• Life and health insurance coverage.
• Family support policies.
• Office perks and flexible work policies as per agreements.

Diversity & Inclusion

BAT is recognized globally as a top employer committed to fostering an inclusive work environment that welcomes diverse perspectives, backgrounds, and experiences. All candidates are supported with reasonable accommodations during recruitment to ensure they can demonstrate their full potential.