Senior Trade Marketing Manager (GT Channel)CÔNG TY TNHH THƯƠNG MẠI CARLSBERG VIỆT NAM

1. Main Purpose:
• The purpose of the Senior Manager, Channel Development - GT position is to drive sales growth and market penetration within GT channels (both TOFT & TONT sub-channels).This role involves developing and implementing strategies to expand coverage & drive portfolio distributions, retailers, and shopper engagement activities to win Volume per Outlet (VPO) at the Point of Purchase (POP), develop PICOS and perfect execution guideline and enhance brand visibility. Accelerate the results of VN7 through the solid trade marketing strategy, efficient investment models, and high-quality execution across channels and regions performed by a growth mindset team.
2. Accountabilities:
Channel Strategy:
• Develop channel strategies in alignment with overall marketing and sales objectives by (a) identifying key sub-channels and their roles, (b) analyzing market trends, (c) assessing channel performance to define channel prioritization and optimize distribution, channel investment.
• Develop investment models to maximize revenue and profitability for GT sub-channels.
Channel Development:
• Identify and evaluate potential channel partners, such as distributors, wholesalers, or retailers, to expand the company's reach and market share.
• Integrate both shopper and consumer insights to build channel-specific trade plans in line with brand strategy.
• Build up the Picture of Success (PICOS) guideline for GT Channel: TONT & TOFT sub-channels.
Channel Trade Programs:
• Develop trade promotions and incentives to stimulate demand within the channel by (a) developing promotional campaigns, (b) negotiating deals and discounts, and (c) tracking the effectiveness of trade promotions in driving sales.
• Establish trade activity guidelines, processes to ensure consistency and efficiency.
Merchandising and POS Materials:
• Develop effective point-of-sale (POS) materials, displays, and merchandising strategy.
• Collaborate with Brand and Sales teams to work out consistent brand messaging and visual identity across different channels and locations.
Budget Management:
• Plan and manage the trade marketing budget allocated for channel development activities.
• Identify optimization opportunities to utilize resources and track the ROI of channel development investments.
Sales Performance Analysis:
• Analyze sales data, channel performance metrics, and market share to assess the effectiveness of channel development strategies.
• Identify areas for improvement and implementing corrective actions to achieve sales targets.
• Provide regular reports and updates on channel development activities, sales performance, and market trends to relevant stakeholders.
• Communicate effectively with internal teams, senior management, and channel partners to align objectives.
Training and Development:
• Develop team via training, coaching, and mentoring.
• Build up development roadmap, talent pipeline for team.
• Conduct product presentations, workshops, and sales training sessions to ensure effective product positioning and drive sales.