CX Trade Marketing

CX Trade Marketing

Develops and implements brand and product strategies to enhance market presence and drive sales within the organization. Analyzes market trends, consumer insights, and competitive landscape to identify opportunities for product development and positioning. Collaborates with cross-functional teams, including marketing, sales, and R&D;, to define product requirements and ensure alignment with brand objectives. Manages the product lifecycle, from concept to launch, including pricing, promotion, and distribution strategies. Monitors and evaluates product performance, utilizing data-driven insights to refine marketing efforts and optimize brand visibility. Ensures consistent brand messaging across all channels and materials, fostering strong brand equity and customer loyalty.

Lead the growth of Crop Protection brands and portfolios through the point-of-sale channel (Local Dealers), translating brand and product strategy into a commercial and trade marketing proposition that increases distribution, availability, visibility, recommendation, sell-out, repurchase, and wallet share.

This role is responsible for aligning Brand, Trade Marketing, Sales, Sales Activation, Supply, Customer Analytics, Communications, Events, Agronomy, and agencies around a common objective: ensuring that the right points of sale have the right portfolio, sufficient inventory, strong technical and commercial arguments, visible materials, aligned incentives, and the tools to recommend and sell Bayer solutions to medium-sized and small farmers.

Your Tasks & Responsabilities:

- Design the annual and quarterly plan focused on Local Dealers by country, region, crop, category, brand, point-of-sale type, and agricultural season.
- Translate sales, margin,



penetration, share, and portfolio growth targets into objectives for coverage, availability, share of shelf, sell-in, sell-out, healthy inventory, recommendation, and wallet share by point of sale.
- Define the commercial and trade marketing strategy by point-of-sale segment (Local Dealer).
- Develop the value proposition model for points of sale, including assortment, profitability, turnover, technical support, visibility, promotions, training, events, loyalty programs, market information, and recommendation tools.
- Define, together with the CP and GTM mission, the portfolio strategy by point-of-sale type, crop, territory, and farmer profile served; identify entry SKUs, growth SKUs, cross-sell products, complementary solutions, and cannibalization risks.
- Design value-selling and portfolio profitability strategies so points of sale can explain the value of Bayer solutions versus generics.
- Identify opportunities to increase Bayer wallet share within points of sale, considering current purchases, brand mix, uncaptured categories, incomplete assortment, turnover, local agricultural potential, and recommendation capability.
- Define trade marketing investment allocation criteria based on potential, profitability, influence, coverage, cost to serve, conversion probability, and expected return by segment.
- Lead the channel launch strategy: target assortment,



initial inventory, materials, training, visibility, activation, launch event, incentives, follow-up plan, and sell-out success criteria.

Trade marketing and channel execution responsibilities

- Design point-of-sale execution standards: product placement, visibility, shelf presence, displays, POP materials, signage, planograms where applicable, counter materials, demonstrators, displays, QR codes, brochures, technical sheets, digital content, and trial elements.
- Define the recurring point-of-sale activation model: counter events, demonstrations, technical advisory sessions, training sessions, crop-themed days, seasonal campaigns, promotions, recommendation initiatives, and local demand generation.
- Coordinate with Sales Activation the territorial implementation of promotions, materials, displays, incentive programs, and commercial follow-up.
- Ensure that each point-of-sale action has a defined objective: increase distribution, accelerate inventory turnover, increase recommendation, drive a category, launch a product, convert farmers, recover an account, or increase repurchase.
- Establish incentive programs for points of sale, together with the Value Capture team, and, when appropriate and in compliance with applicable policies, for counter staff or advisors, linked to execution, training, turnover, sell-out, data quality, portfolio, and profitable growth criteria—not solely to sell-in.
- Design account plans with Sales for strategic points of sale, defining growth objectives, priority portfolios, events, trade investment, wallet share targets, inventory indicators, and a follow-up plan.
- Prioritize POS use and sell-out data captu

📌 CX Trade Marketing (Puerto Bogotá)
🏢 Bayer
📍 Puerto Bogotá