The Trade Marketing and Retail Media market is experiencing a moment of expansion and professionalization in Brazil. Data from eMarketer indicate that retail media investments should grow 36% in 2025 compared to 2024, and reach a jump of 165% until 2028. In this same period, Brazil will concentrate 40% of the expected value for Latin America, reinforcing the potential of this channel to bring brands and consumers closer in a more strategic and personalized way.
This trend marks the evolution of trade marketing, which is no longer operational but increasingly analytical and technological, supported by data and intelligent routing. Retailers and industries perceive the point of sale as a powerful means to engage the shopper and boost sales, integrating trade, media and data in a virtuous cycle.
It is in this scenario that Gi Group Holding, an Italian multinational of human resources solutions, reinforces its strategic role through C2C 2C Close to Consumer, a division specialized in outsourcing the sales force to B2B and B2C companies. In line with this change in the market, C2C recorded a growth of 108% in hiring for trade marketing between 2023 and 2024 22229 to 4,640 employees allocated in the sector.
This growth reflects C2C's expertise in identifying, professionalizing and managing teams that work in marketing, trade marketing and sales (including consultants, repositories, promoters, supervisors, coordinators and operational analysts. Behind these initiatives, Gi Group Holding prioritizes the training and engagement of these teams, understanding human capital as the indispensable engine for each point of sale to generate tangible results and strengthen the connection between brand and shopper.
“We invest in technology and people to offer a more strategic and integrated delivery to our customers. Our goal is to help companies act more assertively, customizing campaigns and engaging teams that understand the behavior of the shopper”, says Priscila Thiemi Yamashita Ramos, new commercial Head of C2C.
In the first half of 2025, more than 2 thousand professionals in the area were hired, and it is estimated that more than 5 thousand vacancies are opened in the second half.
Thus, Gi Group Holding continues to expand its presence and develop new operating models to make trade marketing more human, efficient and connected to the real demands of the market.
