About the Role
Sonia Foods Industries, a leading Nigerian tomato paste manufacturer headquartered in Ibafo, is seeking a dynamic Trade Marketing Lead to spearhead our commercial execution strategy. You will translate brand priorities into impactful market strategies that drive distribution, shelf visibility, and consumer conversion across all trade channels.
Key Responsibilities- Develop and execute comprehensive annual and quarterly Trade Marketing plans aligned with brand and sales objectives across channels, regions, and product categories
- Build tailored strategies for General Trade, Modern Trade, Wholesale, Open Markets and emerging channels
- Manage trade promotions, retailer programs, merchandising initiatives and visibility campaigns with measurable business impact
- Collaborate with Sales teams to identify opportunities, resolve execution gaps and develop integrated channel plans
- Lead BTL activations, market campaigns, sampling exercises, roadshows and retailer engagement programs
- Establish and maintain merchandising standards, ensuring availability, shelf compliance and visibility across priority outlets
- Monitor competitor activities, pricing dynamics and market trends; convert insights into actionable recommendations
- Manage Trade Marketing budgets, track ROI and evaluate promotional effectiveness
- Lead the Trade Marketing team and oversee agency/vendor performance management
- Bachelor's or Master's degree in Marketing, Business or related field
- 7–10 years of proven Trade Marketing or FMCG experience in Nigeria
- Deep understanding of Nigerian FMCG markets, General Trade and Modern Trade channels
- Demonstrated expertise in trade promotions, merchandising and BTL activations
- Strong commercial and analytical abilities with data-driven decision-making skills
- Excellent stakeholder management, negotiation and project management capabilities
- Proficiency in Excel and PowerPoint; MBA is advantageous
- Highly execution-focused with comfort operating in the field market environment