Group Manager - Trade and Experiential Marketing

Iadugs Open · verified Sep 10, 2026

On-site Mumbai Full-time Manager General Marketing

Mid-level General Marketing role at Iadugs. Mumbai · full-time.

Role brief

Growth Roles summary, based on the employer's posting.

What you'll do

You'll own trade marketing plans and calendars linked to launches, schemes, brand priorities, and regional opportunities
You'll build retail visibility systems and use audits, market visits, sales deployment, and data to close execution gaps
You'll run Experience Centre programs and field activations that support engagement, leads, conversion, sales, and premium mix
You'll lead exhibitions and events from objectives and agency briefs through delivery, measurement, and future recommendations
You'll manage agencies, vendors, budgets, dashboards, and cross-functional execution across markets

What you bring

You'll have independently managed multi-city activations, retail visibility programs, exhibitions or events, and external partners
You'll connect marketing activity to commercial outcomes such as throughput, sales, conversion, and ROI
You'll be comfortable with data and dashboards and bring strong Excel and PowerPoint skills; Power BI exposure helps
You'll manage stakeholders, vendors, timelines, and budgets with strong project management skills
You'll bring four to five years of experience in trade, shopper, BTL, experiential, retail, or channel marketing

Who this fits

This role suits you if you can influence sales, brand, product, commercial, procurement, finance, supply chain, and regional teams without relying on formal authority. It is based onsite in Mumbai and requires extensive travel across India. Building materials and allied-category experience is preferred, with the listing also open to Telecomm and Baggage backgrounds.

From the employer

A. Trade Marketing & Retail Excellence

Own the annual Trade Marketing strategy and calendar, aligned to business priorities, brand strategy, product launches, scheme calendars and regional market opportunities.
Develop the retail visibility strategy across Retail, Experience Centres and other relevant channels, including POSM, in-shop branding, display systems, outdoor branding and retail experience assets.
Define differentiated retail interventions by outlet/customer segment and ensure the POSM mix reflects priority categories, new launches and premiumization objectives.
Drive deployment and compliance of retail assets through the sales network; identify gaps through market visits, audits and data and close them with clear action plans.
Develop scalable retail toolkits and standards that improve counter share, shelf/display presence, shopper navigation and brand consistency.
Partner with Sales to identify high-potential outlets and markets where focused trade interventions can unlock incremental throughput, visibility or premium mix.

B. Experience Centres & Strategic Partner Activation

Build and manage an engagement calendar for Legrand’s Experience Centres (Studios/ ZIPs)
Improve the overall customer and shopper experience through displays, demonstrations, experiences, launch programs and partner-specific activations.
Develop programs that support incremental sales, lead generation, conversion and premiumization
Create post-activation measurement frameworks linking activity to sales uplift, leads/funnel movement, conversion and partner performance.

C. Experiential Marketing, BTL & Influencer Engagement

Own the BTL and experiential activation calendar across electricians, retailers, architects, dealers and other relevant influencers/decision-makers.
Develop concepts and execution frameworks for retailer meets, electrician engagement, product demonstrations, roadshows, consumer experiences, launches and other field activations.
Lead end-to-end planning of experiential programs: objective, audience, concept, agency brief, production, logistics, on-ground execution, measurement and post-event learning.
Ensure every experience is consistent with Legrand's premium brand standards while remaining relevant to the audience and commercial objective.
Build repeatable activation properties and playbooks rather than relying only on one-off events.

D. Events, Exhibitions & Brand Experiences

Lead Legrand’s participation in major exhibitions, industry events, customer events
Own event objectives and success metrics - visibility, engagement, qualified leads, customer/partner participation, sales opportunity and brand impact - rather than measuring events only on attendance.
Coordinate with internal stakeholders, agencies and vendors to ensure delivery within agreed timelines, budgets and quality standards.
Develop post-event reports with learnings, ROI/impact assessment and recommendations for future editions.

E. Agency, Vendor & Budget Management

Build and manage a capable ecosystem of regional and national vendors/fabricators/activation agencies to improve speed, quality and scalability of execution.
Drive vendor onboarding, rate benchmarking, negotiation, quality control, timelines, service levels and reconciliation.
Continuously identify cost optimization opportunities without compromising brand experience or execution quality.
Own allocated Trade/BTL/Experiential budgets, ensuring disciplined planning, approvals, utilization and ROI tracking.

F. Data, Measurement & Trade Marketing Dashboard

Establish a Trade Marketing dashboard covering deployment, outlet activation, visibility compliance, activation impact, Modern Trade scorecards, competition intelligence and spend.
Define simple, decision-oriented KPIs that connect marketing activity with business outcomes such as throughput, incremental sales, counter/shelf share, leads, conversion and premium mix.
Use DMS/sales data, retail audits, market intelligence and field feedback to identify opportunities and recommend corrective actions.
Institutionalize pre- and post-activity measurement and build a culture of test–learn–scale.

G. Cross-functional Leadership

Work closely with Sales, Brand, Product, Commercial, Procurement, Finance, Supply Chain and regional teams to convert business priorities into market execution.
Act as the bridge between Brand strategy and last-mile execution, ensuring that what is planned centrally is practical, scalable and measurable in-market.

Influence without authority and build strong relationships with sales leaders, channel partners, agencies and Vendors.

Should have independently managed multi-city activations, retail visibility programs, exhibitions/events and external agencies/vendors.
Strong commercial orientation with the ability to connect marketing interventions to sales, throughput, conversion and ROI.
Comfort with data and dashboards; strong Excel and PowerPoint skills. Exposure to Power BI or similar reporting tools is an advantage.
Strong project management skills with the ability to manage multiple stakeholders, vendors, timelines and budgets simultaneously.
Excellent communication, presentation, negotiation and stakeholder-management skills.
High ownership, attention to detail and willingness to travel extensively across India.

4-5 years of relevant experience in Trade Marketing, Shopper Marketing, BTL, Experiential Marketing, Retail Marketing or Channel Marketing.
Experience in Building Materials & allied categories is preferred. Also open to Telecomm, Baggage, etc.