The Trade Marketing and Retail Media market is experiencing a moment 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% leap by 2028. During this same period, Brazil will account for 40% of the projected 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 just operational but increasingly analytical and technological, supported by data and intelligent routing. Retailers and industries see 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 scenario that Gi Group Holding, an Italian multinational specializing in human resources solutions, reinforces its strategic role through C2C – Close to Consumer, a division specialized in outsourcing sales teams for B2B and B2C companies. Aligned with this market shift, C2C recorded a 108% growth in trade marketing hires between 2023 and 2024—rising 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, replenishers, 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 deliver a more strategic and integrated service to our clients. Our goal is to help companies act with greater assertiveness, 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 the estimate is that more than 5,000 positions will be opened in the second half.
Thus, Gi Group Holding continues to expand its presence and develop new operational models to make trade marketing more human, efficient, and connected to the real demands of the market.
