Yêu cầu công việc
- Bachelor’s degree in Marketing, Business Administration, Economics, or related fields.
- 5+ years of experience in Trade Marketing, Channel Marketing, Shopper Marketing, or Commercial Marketing, preferably in FMCG, Beauty.
- Strong understanding of Retail, E-commerce and their shopper dynamics.
- Experience in managing trade promotions, channel activations, POSM/VMD, and trade investment.
- Strong negotiation and stakeholder management skills across Sales, Brand, Finance, agencies, and external partners.
- Strong project management and planning skills, with the ability to manage multiple channels and priorities simultaneously.
- Strong strategic planning, analytical, and commercial problem-solving skills, with the ability to independently identify issues, develop options, make recommendations, and translate insights into actionable trade strategies.
- Collaborative, proactive, agile, and results-oriented, with strong ownership and accountability.
Công việc cụ thể là gì?
The Trade Marketing Manager is responsible for translating brand strategy into channel-specific and O2O activation plans across retail, e-commerce along with optimizing promotions, visibility, and shopper experience to accelerate sell-out and sustainable business growth.
Scope of Responsibilities
• Strategy & Business Alignment :
• Develop trade marketing strategies and priorities aligned with brand strategy, business objectives, channel dynamics, and growth opportunities.
• Analyze market, category, channel, shopper, and competitor activities to identify opportunities, threats, and white spaces.
• Monitor competitor promotion mechanics, visibility, activation, assortment, launches, and channel strategies to assess competitive impact.
• Translate market and competitor intelligence into clear trade implications, strategic recommendations, and actionable responses.
• Identify opportunities to strengthen brand visibility, conversion, shopper experience, and competitive differentiation across channels.
• Partner with Brand and Sales to ensure trade strategy addresses both consumer demand and commercial realities.
Planning & Prioritization :
• Develop differentiated channel and activation plans based on store tier, shopper mission, channel potential, and commercial opportunity.
• Develop promotion and activation architecture, including mechanics, timing, investment, visibility, and execution requirements.
• Develop O2O plans and sale toolkits to maximize shopper conversion and sell-out.
• Consolidate; validate and consult promotion recommendations from Commercial team, ensuring recommendations are supported by data, shopper insight, competitive context, and business rationale.
• Develop contingency plans and adjust trade priorities in response to market, competitor.
Performance Management & Execution Excellence :
• Lead and ensure effective execution of promotion, POSM, VMD, and in-store / online activation programs.
• Coordinate with Sales, Brand, agencies, and other stakeholders to ensure feasibility, quality, consistency, and timely execution.
• Monitor execution against agreed plan, KPIs, timing, and investment.
• Analyze trade and promotion performance and recommend actions to optimize ROI, sell-out, and shopper conversion.
• Enhance shopper experience through consistent and impactful online & offline visual and activation touchpoints.
Reporting, Analytics & Business Insights :
• Establish and track key activation, promotion, and execution KPIs to evaluate performance.
• Consolidate and analyze sales, sell-out, promotion, shopper, channel, and competitor data.
• Identify key performance gaps, growth opportunities, and risks through data-driven analysis.
• Conduct competitor and channel performance analysis and assess implications for brand and trade strategy.
• Evaluate promotion effectiveness, including incremental sales, ROI, discount efficiency, and execution quality.
• Develop post-campaign analysis and learning to strengthen future trade plans and activation effectiveness.
• Build a continuous test–learn–optimize loop, incorporating campaign and competitor learnings into planning.
Budget & Financial Discipline:
• Develop and manage trade marketing budgets in line with business | brand priorities.
• Monitor trade spending, investment, and budget utilization across channels.
• Evaluate trade investment efficiency and ROI and identify opportunities to improve resource allocation.
• Partner with Finance to ensure financial discipline, governance, and accuracy.
Team Development :
• Lead, coach, and develop the Trade team in strategic planning, commercial thinking, analytics, execution, and stakeholder management.
• Build team capability in market / competitor analysis and translating insights into actionable trade plans.
• Establish clear objectives, KPIs, ways of working, and performance standard.
• Encourage a data-driven, test-and-learn, and continuous improvement culture.
• Build strong collaboration with Brand, Sales, Finance, E-commerce, agencies, and other functions.
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