Marketing Analytical Microsoft Office Communications Account Management Problem Solving
Position Title: Trade Program & Game Plan Manager Function: Marketing, E-commerce & Trade Marketing Sub-function: Trade Marketing Report to: Trade Marketing Associate Director Purpose of position: This role is responsible for developing and executing tailored trade solutions across various retail channels and leading impactful offline consumer activation programs. The objective is to drive brand visibility, shopper engagement, and conversion at the point of sale, in alignment with our commercial and brand strategies. Key Responsibilities: This role has two core responsibilities, outlet engagement and off-line consumer engagement. We are looking for candidate who can build and execute scalable programs tailored to outlet types that drive sell-out and share in handler in contracted or listed outlets, ensuring strong retailer engagement, visibility presence, and program compliance; and can develop and implement consumer-facing activation programs to deliver impactful, locally relevant experiences that connect with target consumers and translate into business results. Outlet engagement: - Lead the development of channel-specific trade strategies grounded in market dynamics, customer segmentation, and commercial priorities. - Create differentiated go-to-market toolkits, including visibility solutions, retailor incentive models, and channel activation mechanism, aligned with the brand portfolio and investment strategy. - Collaborate closely with Sales, Revenue Management, and Brand MKT teams to identify growth opportunities and develop scalable, repeatable solutions that unlock incremental value. - Define clear business objectives, KPIs (e.g., share of handler, rate of sale uplift, outlet penetration) for each trade initiative and continuously improve Picture of Success (PICoS) for each key channel and outlet type. - Leverage performance analytics to continuously optimize program effectiveness, making real-time decisions based on outcome delivery and commercial strategy cycles. Consumer Engagement: - Translate brand ideas into visually impactful, locally relevant experiences that fit different retail environments and consumption occasions that convert awareness into purchase at decision point. - Oversee creative development of trade campaigns; lead briefings, manage coordination, and evaluate performance of external creative and execution partners to ensure brand consistency and high-quality execution of all touchpoints. - Act as the PMO for trade activations related projects to develop and maintain timelines, task ownerships, communication flows and project review by coordinating internal and external stakeholders to deliver programs on time, within budget and aligned with strategic goals. - Ensure all outputs meet brand aesthetic standards, regulatory requirements, and business objectives. - Monitor trade and activation program execution tracking, ROI and recommend adjustments to optimize results and investment efficiency.
Requirements: - Education: Bachelor degree in Business, Marketing, Economics, or a related field - Industry Experiences:At least 5 years of commercial experience in FMCG. - Position Experiences:At least 2 years of trade marketing, channel strategy, commercial planning or sales experience - Language: Ability to communicate clearly and concisely, both orally and in writing (Good communication skill in both Vietnamese and English) - Computer: Skillful in computer software: Excel, Words, Powerpoint etc Knowledge/ Skills: - Strong ownership - Strong decision-making ability - Analytical thinking & problem solving skills - Demonstrated ability to lead strategic initiatives that drive measurable business results across multiple channels with operational capabilities - Highly self-motivated and being able to motivate the team - Proficient in stakeholder management
According to the company's policies
- Other requirements: Mobility for frequent market visit purpose during & out of working hours
Trade Marketing Associate Director
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