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  • Tool ID: 4004
  • Author: OliiR Academy

Level 4 – Trade Marketing Strategy and Planning Manager (TSPM)

Senior Trade Marketing planning roles are often defined informally — assembled from the responsibilities the Head of Trade Marketing has no time for, rather than designed as a structured strategic discipline. The result is a role that owns everything in name and very little in practice.
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  • Tool ID: 4004
  • Author: OliiR Academy

Tool's Overview

Senior Trade Marketing planning roles are often defined informally, assembled from the responsibilities the Head of Trade Marketing has no time for, rather than designed as a structured strategic discipline. The result is a role that owns everything in name and very little in practice.

The Trade Marketing Strategy and Planning Manager (TSPM) Job Description provides a structured definition of the strategic planning and governance layer, the role that defines and governs the Trade Marketing agenda across a portfolio, cluster of categories, or business unit.

It replaces ad-hoc planning role descriptions with a clear specification covering strategy frameworks, planning discipline, execution governance, and trade investment ROI.

What This Tool Does

This Job Description enables Trade Marketing and HR teams to:

  • Define the TSPM role as the strategic planning and governance authority within Trade Marketing
  • Set responsibilities for strategy frameworks, execution guardrails, and ROI discipline
  • Establish performance expectations around governance maturity, promotion ROI, and execution consistency at scale
  • Clarify the role's influence model — outcomes delivered through structure and discipline rather than direct field control
  • Position the role as senior functional leadership before enterprise ownership

The document gives the TSPM role the structured definition it needs to function as a genuine strategic authority.

When to Use This Tool

This tool is typically used when:

  • Recruiting or hiring for senior Trade Marketing strategy and planning roles
  • Onboarding new joiners and clarifying role expectations
  • Conducting annual performance reviews or capability assessments
  • Restructuring the Trade Marketing organisation or aligning roles across markets
  • Building or refreshing the Trade Marketing capability ladder
  • Resolving role overlap between Sales, Merchandising, and Trade Marketing

Who Should Use This Tool

This tool is intended for:

  • Heads of Trade Marketing and Channel
  • HR Business Partners supporting commercial functions
  • Trade Marketing leaders responsible for capability and structure
  • Recruitment and talent acquisition teams
  • Capability development and learning leads

It is equally relevant for brand owners managing in-house Trade Marketing teams and distributors structuring their field Trade Marketing function.

How the Tool Is Structured

The Job Description is organised into six working sections:

  • Role Purpose – defining and governing the Trade Marketing agenda across a portfolio or business unit
  • Scope and Positioning – strategy frameworks, planning discipline, and multi-channel governance scope
  • Core Responsibilities – trade strategy priorities, execution guardrails, promotion and ROI discipline, and readiness standards
  • Performance and Measurement – governance maturity, promotion ROI, execution consistency at scale, and stakeholder confidence
  • Tools and Operating Discipline – trade planning frameworks, ROI measurement systems, executive dashboards, and structured review forums
  • Professional Development and Role Boundaries – preparation for full Trade Marketing headship and senior functional leadership progression

This ensures the document defines a role built around structure, discipline, and commercial influence at scale.

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  • Download in Microsoft Formats.
  • Excel, Word, PowerPoint.
  • Fully editable, ready to implement.

FAQs

Do I need special software?

No, All tools are built in Microsoft Office.

Download links are sent by email.

Yes, they are fully editable.

Proprietary to OliiR Academy – For internal use only.

  • Testimonials
Before this program, our trade marketing team was stuck in 'execution mode'—constantly firefighting and reacting to sales requests. This course gave them the structure to stop fixing gaps and start leading the category strategy. They are finally operating as the engine room of our commercial growth.
— Commercial Director, Global FMCG Manufacturer
The biggest impact has been on our internal alignment. We used to have Sales, Marketing, and Trade working in silos, often with competing priorities. The Mini-MBA created a shared language and a single commercial rhythm. Now, when we approach a retailer, we speak with one unified voice.
— VP of Sales & Marketing, Regional Distributor
Trade spend is our second biggest P&L line, yet we were spending it on instinct. This program gave my team the financial discipline to actually measure ROI. We’ve stopped the 'surprise promotions' and started building investment models that actually justify the funding.
— General Manager, Food & Beverage
Our conversations with buyers have completely changed. We moved from simply pushing SKUs to presenting data-backed category stories that defend our shelf space. The team now has the confidence to justify listings and challenge retailers with insights, not just price.
— Head of Modern Trade, Personal Care Brand
What I appreciate most is the practicality. My team didn't just learn theory; they came back with ready-to-use JBP templates and Scorecards that we implemented immediately. It brought order and predictability to our daily work routine.
— HR Director, Consumer Goods
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