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. 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. Trade Marketing & Omnichannel Activation
- 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. Category, Shopper & Business Development
- 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. Financial & Operational Management
- 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. Cross-Functional Collaboration
- 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. Qualifications & Experience
- Bachelor's degree in Business Administration, Marketing, Economics or a related field. Experience
- 5+ years of experience in Key Account Management, Sales, Trade Marketing, Category Management or a comparable FMCG commercial role.
- Proven experience mana