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Job Summary:
The Group Channel
Marketing Manager is responsible for developing and executing channel-specific marketing strategies to drive growth, market share, and brand visibility across Coca-Cola Vietnam's sales channels-primarily Modern Trade (MT), Traditional Trade (TT), and On-Premises/Out-of-Home (OOH). This role acts as a strategic bridge between Marketing, Sales, and Commercial Execution teams to ensure that brand campaigns and activations are effectively tailored and executed per channel dynamics.
Key Responsibilities:
1.Channel Strategy Development:
2. Design and lead annual channel marketing plans aligned with brand objectives and sales targets.
3. Identify growth opportunities by analyzing shopper behavior, competitor activities, and outlet segmentation.
4. Commercial Execution Support:
5. Collaborate with Sales and Regional
Trade Marketing Team to deploy promotional programs, POSM, merchandising strategies, and execution guidelines.
6. Define Channel PICOS & ensure perfect store standards and brand availability in priority outlets.
7. Campaign Activation:
8. Localize and implement national brand campaigns at the channel level (e.g., Tet campaigns in General Trade, summer campaigns in On-Premises, etc.).
9. Work closely with Key
Account Managers to activate brand-led initiatives in Modern Trade chains (supermarkets, convenience stores).
10. Performance Tracking & ROI: Track effectiveness of trade programs, promotions, and activations.
11. Drive ROI improvement through data-driven decision-making and post-activation reviews.
12. Cross-functional Collaboration:
13. Align with the Marketing team on brand priorities and product launches.
14. Work closely with the Commercial Excellence, Sales Capability, and Finance teams for budget planning and performance tracking.
15. Team Management: Lead and develop a team of channel specialists or executives.
16. Define and implement channel segmentation model for traditional trade
17. Channel DME Management & Optimization
18. Work together with supply chain planning on new product launches, building and aligning gantt charts with category inputs on target dates