Trade Marketing

Trade marketing has been a constant throughout my career and, in my view, it’s the backbone of any effective brand plan. Without the buy-in of your trade partners, it’s impossible to drive listings, recommendations or real visibility at the point of purchase.

I’ve worked across every aspect of trade marketing — from stand design and brand presence at trade fairs to in-store visual displays, staff training programmes, loyalty incentives, packaging development and trade-focused PR. It’s this hands-on, varied experience that allows me to build integrated trade strategies that connect perfectly with wider brand campaigns.

Some of my most rewarding projects have involved creating impactful in-store activations for national retailers like Sainsbury’s, where we aligned our out-of-home brand messaging with compelling point-of-sale displays. I’ve also delivered trade loyalty programmes featuring standout incentives like hospitality trips to Spain and F1 tickets — because creating those unforgettable, once-in-a-lifetime moments is what forges real loyalty and long-term partnerships.

For me, trade marketing isn’t just about the mechanics — it’s about building meaningful, memorable brand experiences for the people selling your product every day.