1. Trade Marketing Strategy & Shopper Insights
- Develop comprehensive annual and quarterly trade marketing strategies aligned with company sales targets and brand objectives for the dairy and nutritional product portfolio.
- Design and execute channel-specific activation blueprints tailored for GT, MT, Mom & Baby chains, and E-commerce platforms.
- Formulate shopper marketing initiatives and consumer conversion frameworks to directly influence the purchasing decisions of parents and caregivers at the point of sale.
- Spearhead trade launch plans for New Product Introductions (NPI), ensuring rapid pipeline filling, maximum numerical distribution, and high-impact visibility.
2. Channel Development & Excellent Execution
- Lead nationwide commercial trade programs, promotional activities, and visibility campaigns (e.g., loyalty point accumulations, gift-with-purchase programs popular in the Mom & Baby channel).
- Define, standardize, and enforce strict execution guidelines for product displays, custom quầy kệ (milk shelves, diaper islands), POSM, merchandising, and in-store activations.
- Conduct regular field audits to ensure stellar execution quality, planogram compliance, and share of shelf (SOS) leadership across all channels and territories.
- Collaborate intimately with the Sales team (Key
Account Executives, ASMs, Supervisors) to optimize sell-out efficiency and enhance overall distribution health.
3. Digital Commerce & Store-Level Online Activation
- Develop digital
trade marketing and O2O (Online-to-Offline) strategies to drive traffic and boost sell-out for retail partners and baby shop systems.
- Oversee and coordinate specialized content creation for live-streaming, TikTok, Facebook, and Shopee campaigns targeting the "Mom & Baby" digital community.
- Empower local retail chains and independent stores by co-organizing interactive livestream selling programs (featuring nutritional consultations and exclusive flash deals).
- Partner with KOLs, KOCs, and trusted industry influencers (Hot Moms, pediatricians, nutrition experts) to drive authentic shopper engagement and brand credibility.
- Synchronize TikTok Shop and social commerce campaigns with physical retail stores and regional distributors.
- Optimize on-platform search visibility, keyword rankings, and digital shelf placement across major E-commerce marketplaces to maximize online conversion rates.
- Work hand-in-hand with the
Brand Marketing team to ensure all digital trade assets seamlessly reflect the overall brand equity and messaging.
4. Promotion & Campaign Management
- Design, budget, and manage trade promotions, consumer promotions, and high-volume seasonal campaigns (e.g., International Children's Day, Mid-Autumn Festival, Back-to-School, Lunar New Year).
- Conduct rigorous post-mortem analyses on all major trade spendings to measure promotional effectiveness and overall Return on Investment (ROI).
- Localize and translate corporate brand assets into high-converting point-of-purchase activations customized for specific key retailers.
- Provide dedicated trade support to strategic accounts and premium baby shops through co-branded marketing efforts and exclusive store-level activations.
5. Budget & Performance Management
- Manage the allocated Trade Marketing budget with high efficiency, maintaining strict cost controls and maximizing investment returns (ROI).
- Regularly analyze market research data (Nielsen IQ, Kantar, retail audit reports), sell-out trends, and competitor movements within the dairy consumer landscape to stay ahead of market shifts.
- Deliver data-driven, actionable recommendations to senior leadership to optimize channel productivity and expand market share.
6. Team Leadership & Capability Building
- Lead, mentor, and coach Regional Trade Marketing Managers, Trade Executives, and field execution forces (including PG/PB supervisors in the dairy sector).
- Establish and optimize standard operating procedures (SOPs), trade execution guidelines, and automated field reporting workflows.
- Foster a highly collaborative, cross-functional synergy among the Sales, Brand Marketing, and Trade Marketing divisions.
- Continuously elevate the professional trade marketing capabilities of the organization on a national scale.
Education: Bachelor's degree in Marketing, Business Administration, or a related field.
Experience:
- Minimum 5-7 years of robust experience in Trade Marketing within the FMCG industry.
- At least 2-3 years of specialized experience specifically within the Dairy, Infant Nutrition, or Mom & Baby product segments is highly mandatory.
Industry Knowledge: Deep, intuitive understanding of shopper psychology regarding bỉm sữa (diaper & milk) consumers.
Strong network, existing relations, and practical operational experience working with major Mom & Baby chains (Con Cưng, Kids Plaza, Bibo Mart, etc.), as well as high-performing GT and MT networks nationwide.
Digital Proficiency: Proven experience in digital commerce activations, livestream commerce, and managing social commerce campaigns (TikTok/Shopee/Facebook) is highly preferred.
Core Skills: Exceptional data analysis abilities, strategic planning, project management, and strong leadership/people management skills.
Language: Professional proficiency in English (both verbal and written communication) is preferred.
