Job purpose:
As the Channel lead -
Trade Marketing, you are reporting to Trade Marketing Director and be responsible in developing full channel strategies, planning, execution and investment to ensure sales & shares achievement and picture of success of HVN.
The Senior Trade Marketing Manager is responsible for planning, developing, and executing a channel strategy that maximizes our trade marketing investment in order to deliver Brand Channel Plan to deliver business objectives and strengthen brand equity and market share.
Senior Trade Marketing Manager will be a critical partner with the Sales team and Brand team and Regional TMKT team, ensuring our customer plans are built on our customer and consumer drivers follow different segments.
Key accountabilities:
- Define strategies and plans that deliver Channel growth, shares and Channel business objectives based on consumer, shopper insights and customer requirements, tailored made to different segments, with regional focus and priorities.
- Lead the ICP process by identifying the key opportunities and action plans for each prioritized segment by regions and BUs. Define right level of investments & rule of investment by channel by regions to deliver channel growth & ambition
- Lead the Customer Marketing team to define actionable in-store solutions based on a clear understanding of consumer, shopper and outlet owner behaviors for prioritized segments and Build Customer Marketing Plan and Joint Business Plans for prioritized customers. Ensure the competitive advantage for total HVN as total Customer Value Proposition captured in JBP and Customer MKT Plan.
- Collaborate with Brand team, Sales and Regional Trade Marketing to develop Channel Plan at NW and Regional level and focus customers and driving for perfect execution at each segment, region, with review, evaluation and continuous improvement.
- Lead the project for Heineken Vietnam to identify the key trending outlets and win those outlets with contract + wining activities to build HVN Brands and consumer engagement
- Recommend clear & impactful visibility, activation & promotion guidelines and activities based on insightful consumer and customer understanding and market / competitors' knowledge
- To analyze sales performance, evaluate the efficiencies of brand and trade activities at channels and regions to react with market changes/ needs, and recommend the adjustment needed for channels / regions
- To review and evaluate activity execution with Brand team, Sale & Regional Trade MKT to take proper actions
- Continuously source, update and communicate latest developments, trends, initiatives, and competitive actions within the channel, assessing implications/opportunities for HVN.
- To manage budget allocated quarterly and ensure to optimize and maximize investment of Trade investment at market. Drive a continuous cost optimization mindset with team, agencies and sales
- Develop and coach direct reports, ensuring PDP discussions are conducted on time. Make recommendations for inclusion in talent programs and succession plans as appropriate
Key requirements:
- University degree in Business Administration, Economics, Marketing
- At least 8-year working experience in the relevant field in beer/beverage industry or FMCG
- Excellent in terms of leadership skills and leading people
- Good communication, negotiation, and presentation skills
- Analytical thinking, strategic thinking, and problem-solving skills
- Open-minded and enthusiasm
- Ownership mindset, digital transformation, business acumen
- Strong proficiency with spoken and written English