Trade Marketing Leadership

Trade Marketing Leadership

SIAA Investments Business unit brings deep expertise in trade marketing and product launch management, demonstrated through our leadership role with the subsidiary of a food and beverage company employing over 80,000 people worldwide and generating annual revenues in excess of $20 billion. All aspects of launching and growing leading beverage and confectionery brands across both traditional and modern trade channels were managed.

Responsibilities began with the end-to-end launch of a major powdered soft drink brand, encompassing intensive strategy development, market research, and consumer insight analysis. Usage and attitude studies, focus groups, and concept/product tests were executed and analyzed to ensure a successful market introduction. Pricing strategies were carefully set, benchmark categories established, and all consumer and trade promotions meticulously planned and implemented for maximum impact.

The execution of all point-of-purchase (POP) and point-of-sale (POS) display materials were led, ensuring brand visibility and shopper engagement at every retail touchpoint. Merchandising incentive programs were initiated and managed, delivering a robust below-the-line (BTL) campaign that included retailer sampling and sales rep incentives during the launch process.

Another task executed is referenced to demonstrate our trade marketing leadership which extended to the full launch cycle for new confectionary products, where we oversaw trade activities, pricing strategies, and competitor tracking to secure category growth.

Throughout these projects, SIAA Investments demonstrated expertise in aligning trade marketing strategies with broader business objectives, optimizing budget allocation, and driving measurable sales results. Our approach ensured that every product launch was supported by data-driven decision-making, creative merchandising, and effective stakeholder collaboration. By combining strategic planning with rigorous execution, we empowered our client to achieve strong market penetration, brand growth, and sustained commercial success in highly competitive sectors.