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About the Role
The National Trade Manager is responsible for developing and managing the company's Trade and E-commerce business nationwide, covering General Trade (GT), Modern Trade (MT), key accounts, supermarkets, hypermarkets, convenience stores, specialty retailers, distributors and online sales channels.
The role is responsible for driving sustainable revenue and gross margin growth, expanding distribution and digital sales coverage, strengthening strategic customer relationships, and ensuring effective commercial execution across both offline and online channels.
The National Trade Manager will lead the nationwide Trade & E-commerce team and work cross-functionally with Marketing, Supply Chain, Finance and Customer Service to maximize sales performance, channel profitability, customer reach and long-term business growth.
A. National Trade & E-commerce Strategy
Develop and implement the national Trade & E-commerce strategy and annual business plans in alignment with overall company objectives.
Develop channel-specific strategies for GT, MT, key accounts, distributors, specialty retailers and E-commerce.
Identify and develop new business opportunities, strategic accounts, distributors, retail partners and online platforms.
Expand nationwide distribution and digital sales coverage across North, Central and South Vietnam.
Develop an integrated channel strategy to optimize sales across offline and online channels while minimizing channel conflict.
Monitor market trends, customer behavior, competitor activities and emerging E-commerce opportunities.
Develop strategies to maximize revenue, profitability, market penetration and brand visibility across all channels.
B. Sales & Commercial Management
Take ownership of nationwide Trade & E-commerce revenue, gross margin, sell-in and sell-out targets.
Lead commercial negotiations with key customers, distributors, strategic accounts and E-commerce platforms, including pricing, trading terms, promotions, listing fees, platform fees and joint business plans.
Develop and maintain strong relationships with key accounts, distributors, retailers and E-commerce partners.
Monitor sales performance by channel, region, customer, platform and product category.
Drive sales productivity and commercial effectiveness across both physical outlets and online channels.
Ensure effective sales forecasting and coordinate with Supply Chain to maintain appropriate product availability and inventory levels.
Monitor customer and platform receivables and work closely with Finance to ensure compliance with agreed payment terms.
Review channel profitability and recommend corrective actions where required.
C. E-commerce Management
Develop and execute the company's E-commerce business strategy across relevant online marketplaces and digital sales channels.
Manage relationships with E-commerce platforms, online retailers and strategic digital partners.
Drive online revenue, traffic, conversion, average order value and sell-out performance.
Develop and manage E-commerce promotions, campaigns, platform activations and commercial programs.
Work closely with Marketing to optimize digital visibility, product content, online merchandising and promotional activities.
Ensure product listings, pricing, availability, images, content and brand presentation are accurate and consistent across E-commerce channels.
Monitor E-commerce performance, customer reviews, competitor pricing and online market trends.
Identify opportunities to improve conversion, customer acquisition, retention and online sales productivity.
Ensure effective coordination between E-commerce,
Trade Marketing, Marketing, Supply Chain and Customer Service.
D. Trade Marketing & In-store / Online Execution
Work closely with Marketing to develop and implement Trade Marketing and E-commerce activation plans.
Ensure effective product listings, POSM deployment, merchandising, sampling and in-store visibility.
Ensure effective online merchandising, product content, digital visibility and campaign execution.
Develop and monitor trade and E-commerce promotional plans and budgets to maximize commercial effectiveness and ROI.
Evaluate promotional performance and sell-out results across offline and online channels.
Monitor pricing consistency and promotional mechanics across channels.
Ensure consistent brand standards and product presentation across retail outlets and digital platforms.
Identify opportunities to improve customer experience and product visibility at both point of sale and digital touchpoints.
E. Team Leadership & Performance Management
Lead and develop the nationwide Trade & E-commerce organization, including Key
Account Managers, Dealer Managers,
Area Sales Managers, Trade Sales Executives and E-commerce team members.
Define sales targets, KPIs and performance expectations for Trade and E-commerce teams.
Monitor team performance and take corrective actions where required.
Coach and develop team members to strengthen sales, negotiation, account management, digital commerce and commercial capabilities.
Establish clear sales and E-commerce reporting and performance management processes.
Build a high-performance, accountable and collaborative commercial organization.
F. Business Planning & Cross-functional Collaboration
Develop annual and quarterly Trade & E-commerce business plans, sales forecasts and channel development plans.
Work closely with Marketing, Supply Chain, Finance, Customer Service and other relevant functions to ensure effective business execution.
Coordinate demand planning and inventory allocation across Trade and E-commerce channels.
Provide market intelligence, customer insights and commercial recommendations to management.
Support new product launches and ensure effective offline and online channel execution.
Review business performance regularly and identify opportunities, risks and corrective actions.
Ensure compliance with company commercial policies, pricing guidelines, credit terms and internal procedures.