Associate Manager, Trade Marketing

About the role

BIC World, a community of brands behind iconic products such as Bic pens, is looking for an Associate Manager, Trade Marketing in Nigeria. The role turns global and regional brand strategies into locally relevant trade initiatives that drive penetration, distribution, visibility and demand growth, adapted to Nigeria's traditional trade dominance, wholesalers, sub-distributors and emerging channels.

Key responsibilities

• Build and implement annual Trade Marketing plans by category, channel and customer, aligned with cluster growth objectives and the stationeries acceleration priority in Nigeria
• Translate global and regional brand strategies into local trade initiatives and adapt them to Nigerian market specifics
• Identify growth opportunities to recruit new consumers: assortment recommendations, visibility programs and channel activation
• Act as the distributor's main contact for marketing matters (activation plans, POSM, merchandising, trade programs) in coordination with the Business Development Manager, and build distributor marketing and merchandising capabilities through training
• Define merchandising and visibility guidelines across channels and monitor execution quality, improving shopper conversion at point of sale
• Manage Trade Marketing budgets, track ROI and KPIs, and recommend corrective actions
• Analyze market, customer, competitor and shopper data (including Nielsen where available) and work with Marketing, Sales and Supply teams
• Share insights with regional teams and gather competitor shelf prices, promo prices and trade offers through store visits, market walks and distributor checks

Required profile

• University degree in Marketing, Business, Engineering or equivalent
• Minimum 5 years of trade marketing experience in an FMCG company
• Experience in a multi-market or distributor-led environment, including Egypt, is a strong asset
• Fluent English, written and spoken
• Exposure to merchandising, animation and POSM agencies/suppliers; familiarity with revenue growth management principles and prior sales or account management experience with agencies is also valuable

Required skills

• Proficiency in MS Office, intermediate/advanced Excel and PowerPoint
• Understanding of the retail landscape: traditional trade, sub-distributors and modern trade
• Ability to interpret research (Nielsen, consumer studies) and turn it into trade actions
• Project and budget management, and stakeholder management with distributors