Trade and Customer Marketing Manager

Welcome to Haleon. We’re a purpose-driven, world-class consumer company putting everyday health in the hands of millions. In just three years since our launch, we’ve grown, evolved and are now entering an exciting new chapter – one filled with bold ambitions and enormous opportunity.
Our trusted portfolio of brands – including Sensodyne®, Panadol®, Advil®, Voltaren®, Theraflu®, Otrivin®, and Centrum® – lead in resilient and growing categories. What sets us apart is our unique blend of deep human understanding and trusted science.
Now it’s time to fully realise the full potential of our business and our people. We do this through our Win as One strategy. It puts our purpose – to deliver better everyday health with humanity – at the heart of everything we do. It unites us, inspires us, and challenges us to be better every day, driven by our agile, performance-focused culture.

Job Purpose

The Trade & Customer Marketing Manager plays a pivotal role in ensuring the company’s brands achieve maximum visibility, availability, and relevance across all trade channels. This role acts as a strategic link between Sales and Marketing – translating brand objectives into effective, shopper-focused trade marketing plans that drive category growth, strengthen customer partnerships, and deliver sales excellence in the highly competitive FMCG market.

Key Roles & Responsibilities

1. Trade Marketing Strategy & Planning

• Develop and execute the annual trade marketing strategy aligned with business growth objectives and brand plans.
• Design channel-specific strategies (General Trade, Modern Trade, Wholesale, Pharmacy, E-commerce, Emerging Channels).
• Lead the development of trade calendars, promotional plans, and visibility strategies across regions and channels.
• Identify shopper insights and translate them into actionable initiatives that influence purchase behavior.

2. Execution & In-store Activation

• Drive flawless execution of trade marketing campaigns, activations, and product launches.
• Develop and deploy impactful POSM, merchandising units, and visibility solutions.
• Implement planograms, category management solutions, and shelf strategies to increase brand presence and market share.
• Ensure consistent brand representation and compliance with visibility guidelines across outlets
• Design, implement, and optimize sales force structure, territory design, and workload management

3. Sales & Channel Partner Support

• Partner with Sales teams to provide trade-focused tools, schemes, and programs that drive secondary sales.
• Work closely with Key Account Managers on Modern Trade promotions, joint business plans, and shopper activation.
• Support distributor and retail partners with engagement initiatives that strengthen long-term relationships.
• Track competitor activities (pricing, promotions, visibility, and in-store presence) and provide insights for counter-strategies.

4. Performance & ROI Management

• Manage trade marketing budgets effectively, ensuring optimal ROI from trade spends.
• Define, track, and report key KPIs including sales uplift, ROI, market share gains, visibility scores, and promotion effectiveness.
• Conduct post-activity evaluation and share learnings for continuous improvement.
• Monitor market execution through field visits, retail audits, and third-party research reports.

5. Cross-functional Collaboration

• Work with Brand Marketing to align trade execution with overall brand positioning and ATL campaigns.
• Collaborate with Supply Chain to ensure product availability and timely delivery of POSM/activation materials.
• Partner with Finance to manage trade investments and ensure cost control.
• Coordinate with external agencies, vendors, and creative partners for event management, POSM design, and BTL activations.

6. Significant impact to Sales function as well as sales deliverables

• Achievement of distribution volume, and revenue growth targets.
• Market share improvement in focus categories and channels.
• ROI and efficiency of trade marketing investments.
• Execution excellence scores (retail audits, compliance rates, shelf share growth).
• Improvement in brand visibility and shopper engagement at point of sale.
• Strong partnerships and satisfaction among key trade partners and distributors.

7. Interactions / Interpersonal Skills

• Act as the link between the Sales and Marketing – ensuring two-way communication and alignment
• Work closely with Marketing, Finance, and Supply Chain to ensure alignment on commercial priorities
• Strong verbal and written communication to clearly convey plans, negotiate with customers, and present to stakeholders
• Skilled at building win-win solutions with customers and persuading internal teams to align with customer priorities
• Capability to foster long-term, trust-based relationships with retailers, distributors, and internal stakeholders
• Active listening, empathy, and adaptability in dealing with diverse stakeholders

Why you?

Basic Qualifications:

We are looking for professionals with these required skills to achieve our goals:

• Experience: 12+ years of progressive experience in FMCG Sales, Trade Marketing, or Brand Management, with exposure to multiple trade channels.
• Strong understanding of FMCG retail landscape and shopper behavior in both General Trade and Modern Trade.
• Demonstrated success in planning and executing trade promotions, category management, and in-store visibility.
• Analytical mindset with ability to interpret data, generate insights, and influence decision-making.
• Strong project management skills and ability to handle multiple priorities.
• Excellent communication, negotiation, and stakeholder management skills.
• Proficiency in MS Office (Excel, PowerPoint, Word); knowledge of retail audit data is an advantage.

 Job Posting End Date

Haleon are committed to mobilising our purpose in a way that represents the diverse consumers and communities who rely on our brands every day. It guides us in creating an inclusive culture, where different backgrounds and views are valued and respected – all in support of understanding and best serving the needs of our consumers and unleashing the full potential of our people. It’s important to us that Haleon is a place where all our employees feel they truly belong.
During the application process, we may ask you to share some personal information, which is entirely voluntary. This information ensures we meet certain regulatory and reporting obligations and supports the development, refinement, and execution of our inclusion and belonging programmes that are open to all Haleon employees. 
The personal information you provide will be kept confidential, used only for legitimate business purposes, and will never be used in making any employment decisions, including hiring decisions.

If you require a reasonable adjustment or accommodation or other assistance to apply for a job at Haleon at any stage of the application process, please let your recruiter know by providing them with a description of specific adjustments you are requesting. We’ll provide all reasonable adjustments to support you throughout the recruitment process and treat all information you provide us in confidence. 

The Haleon recruitment team will contact you using a Haleon email account (@haleon.com). If you are not sure whether the email you received is from Haleon, please get in touch.