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  • Tool ID: 4005
  • Author: OliiR Academy

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.
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  • Tool ID: 4005
  • Author: OliiR Academy

Tool's Overview

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.

The Head of Trade Marketing Job Description provides a structured definition of the apex Trade Marketing leadership role, the position that defines the enterprise vision, operating model, and long-term capability architecture of the function.

It replaces vague leadership descriptions with a clear specification covering enterprise strategy ownership, governance authority, capability roadmap leadership, and executive performance visibility.

What This Tool Does

This Job Description enables boards, CEOs, and HR leaders to:

  • Define the Head of Trade Marketing role as the apex Trade Marketing leadership position
  • Set responsibilities for enterprise strategy, governance frameworks, operating rhythm, and capability roadmap
  • Establish performance expectations around enterprise TM capability maturity, ROI trajectory, and principal confidence
  • Clarify the cross-functional leadership relationships with Sales, Finance, Supply Chain, Marketing, and Principals
  • Position the role as preparation for broader Commercial or General Management leadership

The document gives organisations the structural clarity required to appoint and develop senior Trade Marketing leaders.

When to Use This Tool

This tool is typically used when:

  • Recruiting or hiring for the apex Trade Marketing leadership role at enterprise level
  • 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:

  • Boards, CEOs, and Commercial Directors
  • Heads of HR and Talent supporting executive appointments
  • Existing Heads of Trade Marketing benchmarking the role
  • Executive search firms briefing senior Trade Marketing mandates
  • Capability and leadership development teams designing succession plans

It is equally relevant for brand owners building enterprise Trade Marketing functions and distributors structuring senior commercial leadership.

How the Tool Is Structured

The Job Description is organised into six working sections:

  • Role Purpose – defining the enterprise vision, operating model, and long-term capability architecture
  • Scope and Positioning – enterprise-wide ownership of strategy, governance, capability, and executive performance visibility
  • Core Responsibilities – institutionalising frameworks, governing investment discipline, and defining execution standards
  • Performance and Measurement – enterprise TM capability maturity, promotional ROI trajectory, and competitive predictability
  • Tools and Operating Discipline – enterprise frameworks, ROI models, RACI structures, playbooks, and executive reporting
  • Professional Development and Role Boundaries – the apex of Trade Marketing leadership and preparation for broader commercial leadership

This ensures the document defines a role built around enterprise authority, structured discipline, and strategic commercial credibility.

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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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