Trade Marketing Manager Emerging Markets

Role Purpose

The Key Account Manager is responsible for driving sustainable and profitable growth of Coty Consumer Beauty across Gratis and Watsons in Turkey. The role combines direct customer management, commercial planning, trade marketing and omnichannel execution across Brick & Mortar and E-Commerce. The incumbent will own the relationship with assigned retailers, lead annual business planning and negotiations, build customer-specific activation plans, manage trade investments, and deliver Net Revenue, profitability, market share and sell-out objectives across Make-up, adidas Personal Care and Mass Fragrances.

Key Responsibilities

Customer & Commercial Management

• Own the end-to-end commercial relationship with Gratis and Watsons Turkey.
• Develop and execute annual Joint Business Plans aligned with Coty strategic priorities and customer growth opportunities.
• Lead annual negotiations, trading agreements, promotional plans, visibility investments and customer business reviews.
• Deliver net revenue, gross margin, profitability, market share and sell-out targets for assigned retailers.
• Drive distribution expansion, assortment optimization, category growth and successful listing of innovations.
• Build strong partnerships with customer stakeholders across buying, category management, merchandising, marketing and e-commerce teams.
• Lead regular business reviews with customers and internal stakeholders, supported by practical business insights and clear recommendations.
  
  

• Translate brand and category strategies into customer-specific activation plans across Make-up, adidas Personal Care and Mass Fragrances.
• Build and execute annual promotion and activation calendars for both Brick & Mortar and E-Commerce.
• Lead seasonal campaigns, innovation launches, retailer-exclusive initiatives and visibility programs.
• Manage in-store execution standards including planograms, merchandising guidelines, fixture optimization and visual merchandising.
• Optimize e-commerce performance through digital shelf visibility, online assortment, content quality and retailer platform activation.
• Design promotional mechanics that drive profitable sell-out while staying aligned with brand guidelines and customer realities.
• Evaluate activation effectiveness and use learnings to improve future plans and investment choices.
  
  

• Analyze sell-in, sell-out, market share, pricing, assortment and customer performance trends.
• Identify growth opportunities by brand, category, retailer, channel and consumer mission.
• Recommend assortment, pricing, distribution, trade investment and promotional strategies to strengthen category performance.
• Monitor competition, shopper behavior and market dynamics in the Turkish beauty retail environment.
• Support customer category development initiatives that position Coty as a strategic beauty partner.
  
  

• Manage customer investments, trade spend and A&CP budgets in line with company guidelines.
• Track promotional performance, trade spend efficiency and return on investment.
• Support forecasting, demand planning and inventory alignment based on customer plans and launch calendars.
• Maintain disciplined financial stewardship across commercial terms, promotional commitments and visibility investments.
• Partner with Finance and Supply Chain to manage business risks and secure operational excellence.
  
  

• Work closely with Marketing, Finance, Supply Chain, Demand Planning and regional sales leadership.
• Ensure brand priorities are translated into executable customer plans.
• Coordinate internal alignment for launches, customer presentations, monthly performance reviews and business planning cycles.
• Provide regular reporting, insight and recommendation to management on customer performance, risks and opportunities.
• Share best practices and contribute to continuous improvement across the Emerging Markets organization.
  
  

• Bachelor's degree in Business Administration, Marketing, Economics or a related field.
  
  

• 5+ years of experience in Key Account Management, Sales, Trade Marketing, Category Management or a comparable FMCG commercial role.
• Proven experience managing modern trade or beauty specialist retailers in Turkey.
• Experience in Beauty, Cosmetics, Personal Care, Fragrance or FMCG is strongly preferred.
• Demonstrated success in customer negotiations, business planning and commercial investment management.
• Experience managing both Brick & Mortar and E-Commerce customer environments.
• Strong ability to analyze customer, category and market data and translate insights into action.
  
  

• Strong commercial acumen with a clear understanding of revenue, margin, trade terms and profitability.
• High-quality negotiation and influencing skills with senior retail stakeholders.
• Strong trade marketing, shopper marketing and category management capability.
• Analytical mindset with strong Excel, PowerPoint and business reporting skills.
• Ability to manage multiple launches, campaigns and customer priorities simultaneously.
• Strong communication, presentation and stakeholder management skills.
• Results-oriented, entrepreneurial and execution-focused approach.
• Ability to operate independently as an individual contributor while working effectively across functions.
  
  

• Fluent Turkish language capability is mandatory, ideally native-level fluency.
• Strong written and spoken English is mandatory.
  
  

• Experience working with Gratis, Watsons or comparable Turkish beauty specialist retailers.
• Balanced background across Key Account Management and Trade Marketing.
• Knowledge of Turkish beauty, make-up, personal care and mass fragrance consumer behavior.
• Comfortable managing direct-to-retail relationships without a distributor layer.
• Strong customer-facing presence with the ability to represent Coty professionally and commercially.