Head of Retail, Sales and Trade Marketing

Job Title:Head of Retail Sales & Trade MarketingLocation: Lahore, PakistanReporting To:CEO / Director Sales & MarketingRole OverviewThe Head of Retail Sales & Trade Marketing will be responsible for leading all aspects of the brand's retail expansion, channel performance, and in-store brand visibility. This includes driving sell-in and sell-out growth, building strong relationships with retailers and distributors, executing trade marketing initiatives, and ensuring an exceptional brand experience across all retail touchpoints.This is a strategic and execution-focused role — blending data-driven sales management with creative trade activation.Key Responsibilities1. Retail & Channel Sales LeadershipDevelop and implement the national retail sales strategy to achieve monthly, quarterly, and annual revenue targets.Manage and expand modern trade, general trade, and salon channels.Lead a team of Area Sales Managers, Field Executives, and Merchandisers.Identify and onboard new retail partners, outlets, and premium POS locations.Set and monitor sales KPIs — volume, value, productivity, coverage, and growth by channel.2. Trade Marketing & Brand VisibilityPlan and execute trade marketing campaigns to drive off-take and visibility across retail and salon networks.Develop and roll out POS materials, display units, testers, shelf talkers, and visual branding.Coordinate in-store promotions, sampling drives, influencer tie-ins, and retail events.Track and evaluate ROI for trade spends and marketing activations.Work closely with the brand marketing team to ensure on-brand retail execution.3. Distributor & Account ManagementOversee distributor network management, including performance reviews, stock coverage, and credit management.Negotiate trade terms, incentive structures, and promotional support.Conduct regular business reviews with key partners and accounts to identify growth opportunities.4. Sales Forecasting & AnalyticsDevelop accurate sales forecasts, monitor sell-in/sell-out data, and ensure alignment with production and inventory planning.Use data insights to optimize pricing, promotions, and SKU mix.Maintain dashboards and reports for leadership review.5. Leadership & Cross-Functional CollaborationBuild and mentor a high-performance retail and trade marketing team.Work cross-functionally with Marketing, Finance, Supply Chain, and R&D; for product launches and campaigns.Champion excellence in customer service and brand representation across retail touchpoints.Qualifications & ExperienceBachelor's or Master's in Business Administration, Marketing, or related field (MBA preferred).8–12 years of experience in retail sales and/or trade marketing, with at least 3–5 years in a leadership role.Proven success in FMCG, Beauty, or Personal Care industries.Strong understanding of modern trade, general trade, and salon retail operations.Excellent leadership, analytical, and communication skills.Proficient with CRM, ERP, and data analytics tools.Key AttributesStrong commercial acumen and negotiation skills.Hands-on leadership with a balance of strategy and field execution.Ability to translate marketing strategy into impactful retail programs.Passion for brand storytelling and consumer engagement.Results-oriented, agile, and entrepreneurial mindset.KPIs / Success MetricsAchievement of sales revenue and growth targets.Increase in retail coverage and weighted distribution.ROI on trade marketing spends and activations.Sell-out uplift from key retail campaigns.Team performance and retention.