Job Purpose

The Trade Marketing Manager is responsible for driving business growth and execution excellence across assigned brands in Vietnam. This role will manage retailer relationships, develop and execute trade marketing initiatives, support sales operations, and ensure strong market execution to achieve sales and distribution targets.

Key Responsibilities

Trade Marketing & Retailer Management

• Develop and execute trade marketing strategies aligned with brand and business objectives.
• Build and maintain strong relationships with assigned retailers and distributors to drive sales growth and market penetration.
• Design and implement promotional programs, in-store activations, merchandising initiatives, and visibility plans.
• Monitor the effectiveness of trade marketing activities and optimize investment based on performance and ROI.
• Collaborate closely with Sales teams to provide tools, insights, and support materials that enhance execution in the field.
• Monitor market trends, consumer behavior, and competitor activities; recommend and execute action plans to capture opportunities and mitigate risks.
• Ensure optimal product placement, visibility, and availability across retail channels.

Sales Operations Management

• Deliver topline sales targets and support business growth objectives.
• Drive Perfect Store execution and monitor planogram compliance across key sales channels.
• Ensure timely distribution and speed-to-market for new product launches.
• Collaborate with retailers and distributors to develop accurate sales forecasts and maintain target service levels and Case Fill Rate.
• Prepare and submit weekly, monthly, and principal business reports.
• Analyze sales performance, promotional effectiveness, and market data to identify improvement opportunities.
• Manage trade marketing budgets effectively and ensure optimal resource allocation.

Execution Excellence

• Ensure excellence across the entire value chain, from product delivery to on-shelf execution.
• Coordinate with internal and external stakeholders to resolve operational issues and improve customer experience.
• Drive continuous improvement initiatives to strengthen sales effectiveness and market execution.

Requirements

• Bachelor's degree in Business Administration, Marketing, Sales, or related disciplines.
• Minimum 5 years of experience in Trade Marketing, Sales, Customer Development, or Commercial roles within FMCG or Consumer Goods industries.
• Strong understanding of retail channels, distributor management, and trade marketing execution.
• Proven experience in sales planning, forecasting, and budget management.
• Strong analytical skills with the ability to interpret sales and market data.
• Excellent stakeholder management and relationship-building capabilities.
• Strong communication, presentation, and negotiation skills.
• Proficient in Microsoft Excel and PowerPoint.
• Fluent in English and Vietnamese.

Key Stakeholders

Internal

• Business Development Manager / Sales Team
• Customer Service Operations (CSO)
• Finance & Accounts Receivable Team
• Supply Planning Team
• Merchandising Team

External

• Retailers
• Distributors
• Trade Partners

Success Measures

• Achievement of sales and distribution targets
• Market share growth
• Trade promotion effectiveness and ROI
• Perfect Store and planogram compliance
• Forecast accuracy and service level performance
• Retailer satisfaction and relationship development