Location: Lahore, Pakistan
Industry: Fast-Moving Consumer Goods (FMCG)
Department: Sales & Commercial
Experience: 12–15+ Years
Qualification: Bachelor’s or Master’s Degree in Business Administration, Marketing, Sales, or a relevant discipline.
Employment Type: Full-Time

Company Overview

Our client, a leading diversified group of companies, is seeking to appoint an experienced, commercially driven, and results-oriented professional for the position of Head of Trade – FMCG. The organization is looking for a strategic leader with a strong understanding of FMCG trade operations, distribution networks, channel management, and market development.

Job Overview

The Head of Trade will be responsible for leading and managing the overall trade function, developing effective trade strategies, strengthening distribution channels, and driving sustainable sales growth across Traditional Trade, Modern Trade, and other relevant sales channels.

The successful candidate will play a key role in improving market penetration, enhancing channel performance, developing strategic relationships with distributors and key accounts, and ensuring effective execution of commercial plans in line with organizational objectives.

Key Responsibilities

1. Trade Strategy & Management

• Develop and implement comprehensive trade strategies aligned with overall business and sales objectives.
• Establish trade plans, channel priorities, and execution frameworks to achieve business targets.
• Identify opportunities for market expansion, improved trade performance, and increased profitability.
• Ensure effective implementation of trade policies, procedures, and commercial strategies.

2. Traditional & Modern Trade Management

• Lead and oversee trade operations across Traditional Trade and Modern Trade channels.
• Develop channel-specific strategies to maximize sales performance and market penetration.
• Strengthen relationships with retailers, wholesalers, distributors, key accounts, and modern retail chains.
• Ensure effective product availability, visibility, merchandising, and in-market execution.

3. Distribution Channel Management

• Strengthen existing distribution networks and identify opportunities for geographical expansion.
• Develop and maintain productive relationships with distributors and channel partners.
• Monitor distributor performance, coverage, productivity, and operational efficiency.
• Ensure optimal distribution coverage, product availability, and effective route-to-market execution.

4. Sales Growth & Market Expansion

• Drive revenue growth, market share, and overall channel performance.
• Identify new business opportunities and untapped market segments.
• Develop initiatives to improve sales volumes, customer reach, and market penetration.
• Work closely with sales teams to ensure achievement of business targets.

5. Trade Marketing & Execution

• Plan and execute trade promotions, visibility campaigns, and channel activation initiatives.
• Ensure effective implementation of promotional activities across different sales channels.
• Monitor trade marketing investments and evaluate their commercial effectiveness.
• Improve brand presence, product visibility, and point-of-sale execution.

6. Commercial Operations & Performance Monitoring

• Monitor sales performance, market trends, competitor activities, and channel developments.
• Analyze trade reports, sales data, and key performance indicators to identify improvement areas.
• Develop action plans to address market challenges and improve channel profitability.
• Ensure effective coordination between sales, marketing, supply chain, and distribution teams.

7. Leadership & Team Development

• Lead, manage, and develop trade and commercial teams.
• Establish clear performance objectives and ensure accountability across the department.
• Build a performance-driven culture focused on execution excellence and business growth.
• Coach and mentor team members to strengthen organizational capabilities.

Required Qualifications & Experience

• Bachelor’s or Master’s degree in Business Administration, Marketing, Sales, or a relevant discipline.
• 12–15+ years of relevant experience in trade marketing, sales, and commercial operations within the FMCG industry.
• Strong hands-on experience managing Traditional Trade and Modern Trade channels.
• Proven expertise in distribution channel management and route-to-market strategies.
• Experience working with leading FMCG organizations with strong multi-channel commercial exposure.
• Demonstrated ability to develop and execute trade strategies that deliver measurable business results.
• Experience managing large teams, distributor networks, and key commercial relationships.

Required Skills & Competencies

• Strategic Trade Planning & Execution
• Traditional & Modern Trade Management
• Distribution Network Development
• Channel Development & Expansion
• Trade Marketing & Promotions
• Sales Growth & Market Penetration
• Commercial Operations Management
• Market & Competitor Analysis
• Business Development
• Team Leadership & Performance Management
• Negotiation & Relationship Management
• Analytical & Decision-Making Skills

Key Performance Expectations

• Achievement of trade and sales targets.
• Growth in market share and distribution coverage.
• Improvement in channel productivity and profitability.
• Effective execution of trade marketing initiatives.
• Strong distributor and key account relationships.
• Development of high-performing trade teams.