Trade Marketing Lead

JOB DESCRIPTION

Would you like to make a positive impact on the planet? – Take flight with Birdman!

The Company

Birdman is the leading plant-based food and supplements company in Mexico, with sustained growth of over 100% YoY for 7 consecutive years. We strive to facilitate the transition to healthier, more sustainable, and cruelty-free lifestyles through delicious and nutritious products. Come and build the next Mexican Unicorn with us!

The Role

This is a doer role — the most hands-on, sales-floor-connected position in the area. We're building Trade Marketing from the ground up, and we need someone who makes things happen without waiting for anyone to hand them a finished plan. You'll live at the point of sale, own execution end to end, and thrive in ambiguity where roughly 90% of the process doesn't exist yet.

You're a high-energy, hyperactive, pusher personality with strong people skills and a real commercial drive. You know how to build supplier relationships, negotiate under tight timelines, manage stress from complex value chains, and get displays live and selling. You think about ROI, cost, and velocity — but you never stop at thinking. You execute. Get ready to make a difference!

Key Responsibilities:

Channel planning & activation: Build the channel activation plan (displays, sampling, POP, execution windows) within the Head of Modern Trade's promo calendar and the G2N framework, and land it account by account alongside the KAMs.

Sell-out velocity (co-owned with KAMs): Monitor velocity by account and SKU using RGM data, and trigger floor actions when velocity drops — without waiting to be asked.

Build the connections that don't exist: Store managers, floor leads, agencies, Marketing and brand — unlock execution the formal process doesn't solve.

Own displays end to end: Shelf and special displays, both paid and earned. Maximize the return on paid displays (negotiated by KAMs) — placement, setup, maintenance, restock, and uplift measurement — and win unpaid ("earned") space through direct store relationships.

Point-of-sale execution: Translate the channel promo calendar into in-store execution plans by client and cluster; ensure correct price, assortment, planogram, and promo compliance on the floor with regular physical store presence; and define the "picture of success" standards.

Execution auditing: Design and run the audit framework (routes, checklists for OSA, price compliance, planogram, POP), publish findings and actions by account, follow up with KAMs to closure, and run competitive field audits (price, display, promo activity) as input for RGM.

Agency management: Govern merchandising and sampling agencies end to end — scope, coverage, productivity, quality, and cost — and certify field force and merchandisers on portfolio, planogram, and product attributes at every launch.

Activation, sampling & materials: Run the in-store and club (Costco, Sam's) sampling calendar, design/produce/distribute POP/POS materials with cost and timing control, and develop sell-in support materials for KAMs.

Administration: Manage the tactical Trade Marketing budget and report execution against plan.

Are you ready to take the flight?

Requirements

Experience

‍ 3–5 years in trade marketing, merchandising/promotoría, or point-of-sale execution in consumer goods (CPG/FMCG). Managerial seniority is not required.
Proven experience managing external merchandising or sampling agencies (not internal teams).
Demonstrable experience in execution auditing or field supervision in the modern channel (retail and clubs).
Ability to read sell-out data and execution reports to prioritize actions (deep analysis lives in RGM).
Tactical budget management with accountability.
️ English at B2 level (advanced conversational) — used regularly across the company.

Nice to have:

KAM or category management background (not pure commercial-strategy roles).
Category management and field-force training experience (sales force, both internal and client-side — via decks, webinars, in-person).
Experience managing marketing budgets in the ~15–30M MXN/year range.
Experience with lower-rotation / harder-to-sell products (vs. products that "sell themselves").
Wellness / plant-based industry background.

Technical Skills:

Sell-out / sales velocity, days of inventory, and forecasting
P&L handling and activity ROI
️ Share of sales & share of shelf
Merchandising / promotoría management
✅ On-shelf availability (OSA) and price compliance tracking

Benefits

WHY JOIN BIRDMAN?

Build something real: a brand-new function you'll implement from zero, creating processes and cross-team connections where none exist.

Hypergrowth environment where high agency, ownership, and learning-from-error are the culture — we fix mistakes together.

A mission-driven team building the next Mexican Unicorn, with a healthier, more sustainable world at the center of everything we do.

Av. México 3040, Juan Manuel, 44680 Guadalajara, Jalisco, Mexico

CDXM
The position can be performed remotely, with availability to travel to Guadalajara approximately 20% of each month.

Work schedule:

Monday to Friday, 9:00 AM to 6:00 PM (on-site).

Ready to grow with a purpose-driven, high-impact brand?
Apply today or share this opportunity with someone who would be a great fit!