The Trade Marketing and Retail Media market is experiencing a period of expansion and professionalization in Brazil. Data from eMarketer indicates that investments in retail media are expected to grow by 36% in 2025 compared to 2024, reaching a 165% increase by 2028. During the same period, Brazil will account for 40% of the projected value for Latin America, reinforcing the potential of this channel to strategically and personally connect brands and consumers.
This trend marks the evolution of trade marketing, which is no longer just operational but increasingly analytical and technological, supported by data and intelligent planning. Retailers and industries recognize the point of sale as a powerful medium to engage shoppers and boost sales, integrating trade, media, and data into a virtuous cycle.
It is in this context that Gi Group Holding, an Italian multinational specializing in human resource solutions, strengthens its strategic role through C2C – Close to Consumer, a division focused on outsourcing sales forces for B2B and B2C companies. Aligned with this market shift, C2C saw a 108% increase in trade marketing hires between 2023 and 2024—growing from 2,229 to 4,640 employees allocated to the sector.
This growth reflects C2C’s expertise in identifying, professionalizing, and managing teams working in marketing, trade marketing, and sales—including consultants, merchandisers, promoters, supervisors, coordinators, and operational analysts. Behind these initiatives, Gi Group Holding prioritizes the training and engagement of these teams, recognizing human capital as the indispensable driver for each point of sale to deliver tangible results and strengthen the connection between brands and shoppers.
“We invest in technology and people to provide a more strategic and integrated delivery for our clients. Our goal is to help companies operate with greater precision, personalizing campaigns and engaging teams that understand shopper behavior,” says Priscila Thiemi Yamashita Ramos, the new Commercial Head of C2C.
In the first half of 2025, over 2,000 professionals in the field were hired, and estimates indicate that more than 5,000 positions will open in the second half of the year.
Thus, Gi Group Holding continues to expand its presence and develop new operational models to make trade marketing more human, efficient, and aligned with the market’s real demands.
