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Bira Direct job vacancy: Trade Marketing Manager

Published: 31 January 2024 - DIY Week

Bira, the British Independent Retailers Association, is hiring a new Trade Marketing Manager to join its 'Bira Direct' department.

BIRA represents independent retail businesses across the UK. We’re proud to support thousands of members including single retail outlets, small chains, large department stores and agricultural dealerships. We support retailers and their supply partners with essential business services and we currently have a newly created opportunity for a Trade Marketing Manager to join Bira Direct.

Purpose of role

The Trade Marketing Manager is responsible for developing and implementing effective trade marketing strategies to drive brand awareness, sales, and margin within the Independent retail channel. This role requires a combination of strategic thinking, market analysis, and collaboration with cross-functional teams to ensure the successful execution of trade marketing initiatives.

Main Responsibilities

  1. Strategy Development
    • Develop comprehensive trade marketing strategies aligned with overall marketing and business objectives.
    • Analyse market trends, Independent retailer behaviour, and competitor activities to identify opportunities and threats.
  2. Promotional Campaigns:
    • Plan and execute effective on-line, telephone and in person promotional campaigns to drive supplier and product visibility and increase sales.
    • Collaborate with the other teams in the group to ensure seamless integration of promotional activities with sales initiatives.
  3. Collaboration with Sales and Accounts Teams:
    • Work closely with the sales teams to understand member and non-member needs, market dynamics, and supplier partner requirements.
    • Provide support in the development of sales presentations and materials tailored for specific retail markets.
    • Work with the accounts team to ensure all proposals are financial prudent for the business.
  4. Budget Management:
    • Develop and manage the trade marketing budget effectively, ensuring optimal allocation of resources for maximum impact.
    • Monitor and report on the ROI of trade marketing activities, making data-driven recommendations for future campaigns.
  5. Merchandising:
  • Collaborate with sales and other marketing teams to create visually appealing promotions and sales materials that enhance supplier partner visibility, ensuring member engagement.
  • Ensure consistency in brand messaging and imagery across all retail markest.
  1. Trade Shows and Events:
  • Coordinate the organisation's presence at trade shows, industry events, and exhibitions to enhance brand awareness and foster industry relationships.
  • Develop strategies to maximize the impact of trade shows on lead generation and brand positioning.
  1. Cross-Functional Collaboration:
    • Work closely with sales management, and other relevant departments within Bira to ensure alignment of trade marketing activities with overall marketing strategies.
    • Provide insights and feedback from the market to contribute to product development and marketing planning.
  2. Analysis and Reporting:
  • Conduct regular analysis of sales data, market trends, and trade performance to identify areas for improvement and optimisation.
  • Prepare and present comprehensive reports on the effectiveness of trade marketing strategies to the Executive leadership team.
  1. Training and Development:
  • Provide training to sales teams and other relevant stakeholders on new product launches, promotions, and other trade marketing initiatives.
  • Stay informed about industry best practices and emerging trends in trade marketing, bringing innovative ideas to the team.
  1. Actively support and contribute towards good communication practices and promote and maintain good teamwork.
  2. Be aware of and comply with the rules, policies and procedures relating to your employment as detailed in the staff handbook.
  3. Be aware of and comply with the Health & Safety regulations of Bira.
  4. Be aware of and comply with the Fire Regulations within Bira’s offices.
  5. Positively support the Equal Opportunities Policy of Bira.
  6. Pursue personal development of the skills, knowledge and understanding necessary for the effective performance of the role and regularly review your performance against agreed objectives.
  7. Perform other duties which may reasonably be assigned by your Line Manager or Director. 


Location: Hybrid (Home and Office 225 Bristol Road, Edgbaston, Birmingham, B5 7UB)
Hours: Full time, 35 hours times to be agreed, Monday – Friday
Department: Bira Direct
Reporting to:  Managing Director

Those interested in this key role within the Bira organsiation should initially contact Bira Managing Director, Jeff Moody by email at: or call 0800 028 0245.



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