Events & Trade Manager

Job Purpose:

Emigoh Ghana Limited is a leading drinking yoghurt manufacturing business with diverse SKU’s distributed across modern trade, and traditional trade channels. Operating in a highly competitive FMCG environment, the business places strong emphasis on effective in-store execution, trade partnerships, and experiential marketing to drive visibility, trial, and sales growth.

To support these objectives, Emigoh seeks to appoint a Trade & Events Manager who will be responsible for developing and executing trade marketing initiatives and brand events that support sales objectives and strengthen retailer and consumer engagement. The role will focus on in-store activations, promotions, sampling, and events/sponsorships while ensuring consistent brand execution across all channels.

The Trade & Events Manager will work closely with Sales, Brand, Digital, Supply Chain, and external agencies to deliver impactful trade programs and successful brand events.

KPI’s /Performance Metrics   

• Numeric Distribution & Weighted Distribution
• In-Store Visibility Compliance
• Sales Uplift from Promotions
• Sampling Conversion Rate
• Trade Marketing ROI
                                                                                                                                                  

Key Responsibilities / Duties:

• Trade Marketing Strategy Development
  Develop and execute trade marketing strategies to drive distribution, visibility, and sales of our products across all channels.
• Channel & Customer Activation Planning
  Plan and implement channel-specific activations for modern trade and traditional trade
• In-Store Visibility & Merchandising
  Ensure effective in-store execution, including planograms, shelf placement, chillers, POS materials, and brand visibility.
• Promotions & Trade Deals Management
  Design, manage, and evaluate trade promotions, discounts, and incentive schemes in collaboration with Sales and Finance.
• Event Planning & Execution
  Plan and manage brand events such as product launches, sponsorships, roadshows, sampling activations, and consumer events.
• Sampling & Experiential Marketing
  Lead sampling programs at retail outlets, schools, offices, fitness events, and public activations to drive trial.
• Retailer Engagement
  Build strong relationships with retailers through trade events, meetings, and incentive programs.
• Sales Team Support
  Develop and deploy sales tools, trade presentations, promotional mechanics, and training materials for the sales force.
• Trade Budget Management
  Develop and manage trade marketing and events budgets, ensuring efficient spend and measurable ROI.
• Execution Excellence & Compliance
  Ensure all trade and event activities comply with brand guidelines, food safety regulations, and company policies.
• Performance Tracking & Reporting
  Track effectiveness of trade promotions and events using KPIs such as sales uplift, distribution gains, and visibility scores.
• Agency & Vendor Management
  Brief, manage, and evaluate event agencies, merchandising teams, promoters, and suppliers.
• Cross-Functional Collaboration
  Work closely with Brand, Digital, Supply Chain, Quality Assurance, and Operations to ensure smooth execution.
• Trade Asset Management
  Manage trade assets such as chillers, tents, flags, sampling stands, branded vehicles, and POS materials.
• Market & Competitor Monitoring
  Monitor competitor trade activities, pricing, and in-store executions to inform strategy and tactical adjustments.
• Calendar & Campaign Integration
  Align trade and event activities with brand launches, seasonal peaks, and national promotional calendars.
• Health, Safety & Risk Management
  Ensure safety, hygiene, and risk management standards are followed during all events and in-store activities.

Required Qualifications:

Educational Qualifications

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field
• Professional certification in Marketing, Events Management, or Trade Marketing is an added advantage

Experience

• Minimum of 5–8 years’ experience in trade marketing, events, or activation roles, preferably within FMCG, food, beverage, or dairy manufacturing
• Proven experience managing in-store promotions, sampling programs, and large-scale events
• Experience working closely with sales teams and retail partners

Technical & Functional Competencies

• Strong understanding of trade marketing principles and retail execution
• Experience in planning and executing consumer and trade events
• Ability to develop promotional mechanics and manage trade marketing calendars
• Knowledge of merchandising standards, POS deployment, and asset management
• Commercial & Analytical Skills
• Strong commercial awareness with the ability to evaluate promotion effectiveness and ROI
• Experience managing trade and events budgets
• Project & Vendor Management
• Proven ability to manage agencies, promoters, merchandisers, and event suppliers
• Strong project management skills with attention to detail and timelines

Collaboration & Communication

• Ability to work cross-functionally with Sales, Brand, Digital, and Operations teams
• Strong communication, negotiation, and relationship management skills
• Compliance, Safety & Quality Awareness
• Understanding of food safety, hygiene, and health & safety requirements during sampling and events
• Ability to ensure compliance with brand guidelines and regulatory standards

Personal Attributes

• Highly organized, hands-on, and execution-focused
• Results-driven with strong problem-solving skills
• Ability to work under pressure and manage multiple activities simultaneously

Physical Demands:
Need to move out of the office to scout for events and visit retail outlets

Work Environment:

Hybrid – Office and field environment & travel (Regional travel as and when required)