Gerente de trade marketing - mayoreo & tradicional
mexico city, mx, cp 53390
bic
hybrid
join bic world, a community of brands dedicated to creating ingeniously simple and joyful products that have been part of hearts and homes for over 75 years. We are committed to growing our iconic and innovative brands by reimagining everyday essentials in new, sustainable, and responsible ways.
our culture encourages a "roll up your sleeves and get the job done" mindset, ensuring self-starters, problem solvers, and innovative thinkers can truly thrive. At bic world, you are empowered to take ownership of your career and use your unique perspective to make a meaningful, global impact on our mission.
the channel development manager for the traditional and convenience channels is responsible for developing and executing go-to-market strategies, channel-specific playbooks, and visibility initiatives that strengthen bic’s presence, increase numeric distribution, and accelerate sell-out performance. A critical component of this role is the planning, control, and optimization of trade expenses, ensuring disciplined budget management and strong return on investment.
the position designs and adapts execution strategies according to regional market diversity, recognizing that customer needs, shopper behavior, route-to-market dynamics, and execution priorities vary significantly across regions (e.g., west vs south of the country). Through structured execution standards, regional prioritization, and financial rigor, the role drives sustainable and profitable growth across the traditional and convenience channels.
key accountabilities
1. develop comprehensive channel strategies for traditional and convenience, incorporating regional segmentation and differentiated execution models based on geographic, commercial, and shopper dynamics.
2. define and manage trade expense plans for the channel, including visibility investments, promotional activities, and execution initiatives, ensuring efficient budget allocation and roi.
3. create and implement in-store execution standards adapted by region, ensuring consistent availability, correct placement, and planogram compliance while respecting local realities.
4. manage channel activation calendars with regional prioritization, aligning visibility, promotions, and seasonal initiatives to local opportunities and constraints.
5. lead the performance oversight of the merchandiser team, adjusting route productivity, workload, and execution focus according to regional needs.
6. increase numeric distribution and sku productivity through data-driven and region-specific action plans developed jointly with sales and field teams.
7. analyze sell in, sell out, distribution, coverage efficiency, and financial performance to identify opportunities and recommend strategic and budgetary adjustments.
8. design and coordinate the deployment of pop materials and visibility programs, ensuring regionally optimized allocation of trade expenses.
9. collaborate with commercial and finance to align channel targets, territory priorities, assortment strategies, and trade investment governance.
10. track and evaluate the roi of channel initiatives at national and regional levels, ensuring financial discipline and strategic alignment.
minimum qualification required:
* b achelor’s degree in business, marketing, administration, or related fields.
* 4–6 years of experience in trade marketing, shopper marketing, category management, or channel development within fmcg.
* strong experience managing trade expenses, including budget planning, investment tracking, roi analysis, and corrective actions.
* solid understanding of traditional trade and convenience channel diversity across regions, including differences in distributor models, store formats, and shopper behavior.
* proven ability to design regionally differentiated strategies rather than one-size-fits-all execution.
* experience managing field execution teams or indirect personnel across multiple territories.
* advanced analytical skills with the ability to connect commercial performance and financial investment.
* strong communication and influencing skills to align sales, finance, and field teams.
* proficiency in excel and analytical platforms.
* intermediate level of english.
* ability to work in field environments frequently and manage multiple regions and priorities.
* strong organization, discipline, and strategic thinking mindset.
bic world is an equal opportunity employer. We strongly commit to hiring people with different backgrounds and experiences to help us build better products, make better decisions, and better serve our customers. We do not discriminate based upon race, religion, color, national origin, gender, sexual orientation, veteran status, disability status, or similar characteristics. All employment is decided based on qualifications, merit, and business need.
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