Consumer Goods (FMCG)
Brand & Trade Marketing skills assessment
Brand teams build demand and win at shelf. This scorecard covers brand strategy, consumer insight, trade marketing, campaigns and financial understanding.
- 10 skills to score
- 1–10 scale on every skill
- 5 starting levels
The 10 Brand & Trade Marketing skills you can score
These are the default Brand & Trade Marketing skills in SkillScorer. Each one is scored from 1 to 10 for every team member, and you can edit, remove or add skills at any time.
Brand Strategy and Positioning
Defines and protects the brand's proposition.
Consumer and Shopper Research
Uses consumer and shopper research to understand needs and buying behaviour.
Campaign Planning and Agency Management
Plans campaigns and manages agencies to deliver on time and on budget.
Trade Marketing and In-Store Activation
Designs and delivers in-store programs.
Pricing, Promotions and Revenue Growth Management
Sets pricing and promotions that grow revenue and margin.
New Product Development Involvement
Contributes consumer insight and commercial thinking to new product development.
Digital and Social Marketing
Uses digital and social channels to build brand and drive sales.
Budget and Return on Investment Tracking
Tracks marketing spend and return on investment.
Cross-Functional Collaboration
Works with sales, supply and finance to deliver plans.
Storytelling and Presentation
Presents brand plans and results clearly and persuasively.
Levels included with Brand & Trade Marketing
Brand & Trade Marketing starts with 5 levels, which SkillScorer calls “Seniority Level” for consumer goods (fmcg), so team members can be grouped and compared fairly. Rename, reorder or replace them at any time.
- Marketing Assistant
- Brand Executive
- Brand Manager
- Senior Brand Manager
- Marketing Director
How Brand & Trade Marketing works in SkillScorer
Score
Each team member in a territory is scored on the Brand & Trade Marketing skills in the Skills Matrix: tap a cell, type a score, and it saves itself.
Compare
Rank team members, compare two side by side, or compare your territories against each other to see exactly where the strengths and gaps are.
Track
Scores are kept year after year, so you can see who is improving and which Brand & Trade Marketing skills need attention. Reports also follow each team leader's territory.
Brand & Trade Marketing scorecard: common questions
What skills does the Brand & Trade Marketing scorecard include?
SkillScorer's Brand & Trade Marketing scorecard covers 10 skills: Brand Strategy and Positioning, Consumer and Shopper Research, Campaign Planning and Agency Management, Trade Marketing and In-Store Activation, Pricing, Promotions and Revenue Growth Management, New Product Development Involvement, Digital and Social Marketing, Budget and Return on Investment Tracking, Cross-Functional Collaboration and Storytelling and Presentation. Each one comes with a written description of what it measures, and you can edit, rename, remove or add skills to suit your organisation.
How are team members scored in Brand & Trade Marketing?
Every team member is scored from 1 to 10 on each skill (1 = Poor, 5 = Average, 10 = Elite), one territory and year at a time. Scores autosave in the Skills Matrix, and the 18 built-in reports turn them into rankings, radar charts, skill gaps and year-on-year trends.
Which levels come with Brand & Trade Marketing?
Brand & Trade Marketing starts with these levels (called “Seniority Level” in the app): Marketing Assistant, Brand Executive, Brand Manager, Senior Brand Manager and Marketing Director. They are just a starting point, so you can rename, reorder or replace them.
Can I change the Brand & Trade Marketing skills and wording?
Yes. The skills, levels and labels are all editable per organisation. In consumer goods (fmcg) the app talks about team members, territories and team leaders, and you can change any of those words too.
Score Brand & Trade Marketing with SkillScorer
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