TM Manager.

Trade Marketing and Sales work hand in hand to drive business growth. Trade Marketing focuses on bridging marketing strategies with in-store execution, ensuring that brand priorities are visible and impactful at the point of sale through Go-To-Market planning, trade investment optimization, and shopper marketing initiatives. Sales, on the other hand, is responsible for building strong customer relationships, negotiating agreements, and delivering revenue by managing distributors and retail accounts. While Trade Marketing sets the strategy and ensures flawless execution, Sales brings those plans to life by securing distribution, driving volume, and achieving commercial targets. Together, they create a seamless connection between brand strategy and market performance.

The TM Colombia & GTM CWL Manager plays a critical role in driving the commercial execution strategy across multiple sales channels, ensuring that brand priorities are effectively translated into impactful actions at the point of sale. This position is responsible for maximizing sell-out, profitability, and market share through a combination of strategic planning, operational excellence, and cross-functional collaboration.

• Strategic Leadership: Develop and implement comprehensive
• Go-To-Market (GTM) strategies for Colombia and CWL countries, with a strong focus on the traditional channel. This involves defining the optimal structure for channels, customers, portfolio, pricing, and cost-to-serve to ensure sustainable growth.
• Execution Excellence: Convert marketing and commercial strategies into actionable plans that deliver superior in-store execution. Ensure that trade investments are optimized and aligned with business objectives, driving efficiency and return on investment.
• Shopper Marketing & Insights: Design and execute shopper marketing initiatives based on consumer insights and market trends, creating differentiated experiences that influence purchase decisions and strengthen brand presence.
• Cross-Functional Collaboration: Work closely with sales, marketing, finance, and supply chain teams to ensure seamless execution of strategies. Act as a key connector between brand priorities and field operations, fostering alignment and accountability.
• Performance Management: Monitor key performance indicators (KPIs) and ensure timely reporting and analysis to support decision-making. Identify opportunities for improvement and implement corrective actions when necessary.
• Market Development: Capitalize on growth opportunities within the traditional channel, positioning it as a strategic pillar for the cluster’s expansion. This includes building strong relationships with distributors and ensuring effective management of their sales force.
• Operational Optimization: Drive initiatives to improve cost efficiency, resource allocation, and overall operational effectiveness, ensuring that the business operates at its highest potential.

Education:
Degree in Business Administration, Marketing, Industrial Engineering, Economics, or related fields.

Professional Experience:

• Minimum 10 years of experience in Sales, Business Intelligence (BI), and/or Trade Marketing.
• Proven experience in the traditional channel, managing large distributors, store-to-store operations, and independent supermarkets.
• Ideally, experience in:
  • Go-To-Market (GTM) strategy
  • Cost-to-Serve analysis
  • Managing distributor sales force

Areas of Expertise:

• Commercial functions: Sales, Trade Marketing, GTM, BI.

• Strategic Thinking
• Data Analysis & Insights (Data Mindset)
• Negotiation & Influence
• Customer Orientation
• Prioritization & Organization
• Problem-Solving & Handling Ambiguity
• Leadership & Collaboration
• Advanced Microsoft Office
• Knowledge of Trade Marketing & Go-To-MarketEnglish proficiency