Group Manager - Trade and Experiential Marketing

• Own the annual Trade Marketing strategy and calendar, aligned to business priorities, brand strategy, product launches, scheme calendars and regional market opportunities.

• Develop the retail visibility strategy across Retail, Experience Centres and other relevant channels, including POSM, in-shop branding, display systems, outdoor branding and retail experience assets.

• Define differentiated retail interventions by outlet/customer segment and ensure the POSM mix reflects priority categories, new launches and premiumization objectives.

• Drive deployment and compliance of retail assets through the sales network; identify gaps through market visits, audits and data and close them with clear action plans.

• Develop scalable retail toolkits and standards that improve counter share, shelf/display presence, shopper navigation and brand consistency.

• Partner with Sales to identify high-potential outlets and markets where focused trade interventions can unlock incremental throughput, visibility or premium mix.

• Build and manage an engagement calendar for Legrand’s Experience Centres (Studios/ ZIPs) 

• Improve the overall customer and shopper experience through displays, demonstrations, experiences, launch programs and partner-specific activations.

• Develop programs that support incremental sales, lead generation, conversion and premiumization

• Create post-activation measurement frameworks linking activity to sales uplift, leads/funnel movement, conversion and partner performance.

• Own the BTL and experiential activation calendar across electricians, retailers, architects, dealers and other relevant influencers/decision-makers.

• Develop concepts and execution frameworks for retailer meets, electrician engagement, product demonstrations, roadshows, consumer experiences, launches and other field activations.

• Lead end-to-end planning of experiential programs: objective, audience, concept, agency brief, production, logistics, on-ground execution, measurement and post-event learning.

• Ensure every experience is consistent with Legrand's premium brand standards while remaining relevant to the audience and commercial objective.

• Build repeatable activation properties and playbooks rather than relying only on one-off events.

• Lead Legrand’s participation in major exhibitions, industry events, customer events 

• Own event objectives and success metrics - visibility, engagement, qualified leads, customer/partner participation, sales opportunity and brand impact - rather than measuring events only on attendance.

• Coordinate with internal stakeholders, agencies and vendors to ensure delivery within agreed timelines, budgets and quality standards.

• Develop post-event reports with learnings, ROI/impact assessment and recommendations for future editions.

• Build and manage a capable ecosystem of regional and national vendors/fabricators/activation agencies to improve speed, quality and scalability of execution.

• Drive vendor onboarding, rate benchmarking, negotiation, quality control, timelines, service levels and reconciliation.

• Continuously identify cost optimization opportunities without compromising brand experience or execution quality.

• Own allocated Trade/BTL/Experiential budgets, ensuring disciplined planning, approvals, utilization and ROI tracking.

• Establish a Trade Marketing dashboard covering deployment, outlet activation, visibility compliance, activation impact, Modern Trade scorecards, competition intelligence and spend.

• Define simple, decision-oriented KPIs that connect marketing activity with business outcomes such as throughput, incremental sales, counter/shelf share, leads, conversion and premium mix.

• Use DMS/sales data, retail audits, market intelligence and field feedback to identify opportunities and recommend corrective actions.

• Institutionalize pre- and post-activity measurement and build a culture of test–learn–scale.

• Work closely with Sales, Brand, Product, Commercial, Procurement, Finance, Supply Chain and regional teams to convert business priorities into market execution.

• Act as the bridge between Brand strategy and last-mile execution, ensuring that what is planned centrally is practical, scalable and measurable in-market.

Influence without authority and build strong relationships with sales leaders, channel partners, agencies and Vendors. 

• Should have independently managed multi-city activations, retail visibility programs, exhibitions/events and external agencies/vendors.

• Strong commercial orientation with the ability to connect marketing interventions to sales, throughput, conversion and ROI.

• Comfort with data and dashboards; strong Excel and PowerPoint skills. Exposure to Power BI or similar reporting tools is an advantage.

• Strong project management skills with the ability to manage multiple stakeholders, vendors, timelines and budgets simultaneously.

• Excellent communication, presentation, negotiation and stakeholder-management skills.

• High ownership, attention to detail and willingness to travel extensively across India.

• 4-5 years of relevant experience in Trade Marketing, Shopper Marketing, BTL, Experiential Marketing, Retail Marketing or Channel Marketing.

• Experience in Building Materials & allied categories is preferred. Also open to Telecomm, Baggage, etc.