Trade Marketing Plan (Costings)
TM plans often live in two worlds — the activity calendar and the budget — with no clean way to see investment at activity level. The result is plans that don’t survive financial scrutiny.
Local Market Situational Analysis – Marketing Strategy
The marketing strategy layer closes the situational analysis loop — translating macro, advantage, and portfolio choices into a coherent brand and category strategy. Without this layer, the analysis remains analytical rather than commercial.
Business Canvas Marketing Strategy
The Marketing Strategy Canvas — one page that links vision, customers, value proposition, channels, budget and metrics. The annual marketing plan, distilled.
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.
Level 5 – Head of Trade Marketing or Director of Trade Marketing (HTM)
Heads of Trade Marketing are too often appointed without a clear, structured definition of what the apex role actually owns. The result is a role that defaults to firefighting and reporting rather than building the commercial engine the function is meant to be.
Voice of Trade Marketing — Internal Health and Support Assessment
Trade Marketing functions live or die on the quality of the support they receive from adjacent functions — Sales, Marketing, Finance, Supply and Leadership. Yet very few organisations have a structured way to measure that support, and friction points are usually anecdotal until they become serious blockers.
Level 1 – Trade Marketing Representative (TMR)
Many organisations define field-level Trade Marketing roles inconsistently — borrowing from Sales templates, blurring accountability between merchandising and trade, and leaving execution standards open to interpretation. The Trade Marketing Representative (TMR) Job Description provides a clear, purpose-built definition of the foundational TM execution role.
Level 2 – Trade Marketing Executive (TME)
Most organisations under-define the first professional leadership layer in Trade Marketing — the role that turns plans into disciplined territory execution. Without clarity, the layer collapses into either an oversized field rep or an undersized channel manager.
Trade Marketing Questionaire
Most organisations assume their Trade Marketing function is working — without ever testing what it actually covers. Responsibilities are inferred, gaps go unnoticed, and the function is judged by how busy it looks rather than by the areas it is meant to own.
Marketing Metrics – KPIs
The Marketing Metrics KPIs deck is designed to give Marketing and Commercial leaders a single reference for the measures that connect Marketing activity to commercial outcome.