The Trade Marketing and Retail Media market is experiencing a period of expansion and professionalization in Brazil. Data from eMarketer indicates that retail media investments are expected to grow 36% in 2025 compared to 2024, and reach a 165% increase by 2028. During this same period, Brazil will account for 40% of the total projected for Latin America, reinforcing this channel’s potential to connect brands and consumers in a more strategic and personalized way.
This trend marks the evolution of trade marketing, which is no longer merely operational but increasingly analytical and technological, supported by data and intelligent routing. Retailers and manufacturers see the point of sale as a powerful means of engaging shoppers and boosting sales, integrating trade, media, and data into a virtuous cycle.
It is in this context that Gi Group Holding, an Italian multinational human resources solutions provider, is reinforcing its strategic role through C2C – Close to Consumer, a division specializing in sales force outsourcing for B2B and B2C companies. In line with this market shift, C2C recorded a 108% increase in trade marketing hiring between 2023 and 2024—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, stockers, 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 driver 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 more strategic and integrated delivery to our clients. Our goal is to help companies operate more assertively, personalizing campaigns and engaging teams that understand shopper behavior,” says Priscila Thiemi Yamashita Ramos, C2C’s new Head of Sales.
In the first half of 2025, more than 2,000 professionals in the field were hired, and it is estimated that more than 5,000 vacancies will be opened 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 connected to real market demands.
