Regional Trade Marketing Executive (FMCG) at Sonia Foods Industries

Sonia Foods Industries is one of the leading tomato products processing factories in West Africa. Its headquarters is located in Lagos-Ibadan Expressway, KM 39. The company produces Tomato Mix, Peppe & Onion Tomato Seasoning Mix, Curry Powder and Thyme Leaves, under the brand name Sonia. The factory is located on Ikorodu Shagamu Express Road, Onigbagbe/Sotubo Village, Shagamu, Ogun State, Nigeria.

We are recruiting to fill the position below:

Job Title: Regional Trade Marketing Executive (FMCG)

Location: Kano

Job summary

• The Regional Trade Marketing Executive is responsible for developing and executing trade marketing strategies to drive brand visibility, sales growth, and customer engagement across retail and wholesale channels.
• This role involves collaborating with sales, marketing, and distribution teams to implement promotional activities, manage trade budgets, and analyze market trends to enhance brand performance at the regional level.

Key Responsibilities
Trade Marketing Strategy & Execution:

• Develop and implement regional trade marketing plans aligned with national brand strategies.
• Execute in-store and on-ground trade activation campaigns, promotions, and merchandising initiatives.
• Ensure effective Point of Sale Materials (POSM) deployment to maximize brand presence at key retail outlets.
• Support new product launches by coordinating promotional activities and visibility strategies.

Sales & Channel Development:

• Work closely with sales teams to identify growth opportunities and improve market penetration.
• Develop tailored trade programs for different retail channels (modern trade, general trade, HORECA, etc.).
• Monitor competitor activities and provide actionable insights for competitive advantage.
• Collaborate with distributors and key accounts to drive sell-in and sell-out performance.

Trade Promotions & Budget Management:

• Plan and manage trade promotions, discounts, and incentive programs for distributors and retailers.
• Track promotional effectiveness and recommend optimizations to maximize ROI.
• Ensure compliance with trade marketing budgets and expenditure controls.

Market Analysis & Reporting:

• Conduct market research to assess consumer preferences, buying behaviors, and regional trends.
• Analyze sales performance, category trends, and promotional effectiveness.
• Prepare monthly and quarterly trade marketing reports with insights and recommendations.

Merchandising & Visibility Management:

• Ensure brand guidelines are adhered to in all trade marketing activities.
• Supervise field merchandising teams to maintain high standards of product display.
• Implement planogram strategies and optimize shelf space allocation.

Cross-functional Collaboration:

• Liaise with the marketing team for brand communications and campaign alignment.
• Work with supply chain and logistics teams to ensure product availability for promotions.
• Engage with key stakeholders, including retailers, wholesalers, and internal teams, to drive business objectives.

Key Requirements
Education & Experience:

• Bachelor’s degree in Marketing, Business Administration, or a related field.
• 3–5 years of experience in trade marketing, sales, or marketing within the FMCG industry.
• Prior experience in managing retail or distributor relationships is a plus.

Skills & Competencies:

• Strong understanding of FMCG trade dynamics, consumer behavior, and retail trends.
• Excellent analytical skills with proficiency in sales data interpretation.
• Good communication, negotiation, and relationship management skills.
• Ability to manage multiple projects and work under tight deadlines.
• Proficiency in Microsoft Office (Excel, PowerPoint) and trade marketing software/tools.

Additional Requirements:

• Willingness to travel within the assigned region.
• Ability to work in a fast-paced and target-driven environment.

Application Closing Date
15th February, 2026.