1. BASIC PURPOSE OF THE POSITION:
• Elevate
Trade Marketing as strategic commercial function in the company with the objective to maximize Net Sales and Contribution Margin of the Company by managing all aspects of in-store execution, shopper insights and channel-specific customer management.
• Should work in close partnership with Sales and Marketing functions and in alignment with key commercial strategies - while providing an independent view on trade marketing strategies and priorities.
2. PRINCIPAL ACCOUNTABILITIES:
2.1. Lead trade plan for total channel
• Build and synchronized channel activities to deliver brand/company objectives.
• Manage trade spend, tracking and measure effective spending across accounts in Modern Trade
• Work with field sales team for excellent operation, ensure new launch, focus agenda well executed.
• Lead channel review to definite issue/opportunities of each sub-channel (Hypermarket/Supermarket - Ministore - CVS), well matching with brand objectives with customer needs to drive business growth.
• Develop customer & shopper insights for total channel. Translate insights into business opportunities
• Work with regional team and Modern Trade customers in projects such as Spaceman, seasonal campaigns...
2.2. Work out monthly rolling tasks for total channels
• Prepare promotion volume with attention to market performance, brand focus
• Validate baseline by channels/ accounts, segments (SKUs if required) and work on assumptions as input for rolling 24-month forecast and work on continuous forecast accuracy improvement across stakeholders, and come up with plan to cover gap/opportunity with speed
• Co-ordinate with Marketing and Demand teams to plan NPDs' forecast with clear assumptions and conduct evaluation on periodical basis
• Support team to prepare selling story with key stakeholders/customer to win in key event
• Prepare monthly and quarterly plan in monthly meeting with cross functions
2.3. Co-work with marketing team in launch/ re-launch and consumer promotion activities
• Provide input for marketing to build budget, scheme and communication plans
• Work out the brief for BTL agencies and sales team
• In charge of in-store POSM design, briefing POSM for production and installation in store
2.4. Develop and lead all trade promotions
• Lead initiative channel activities to build customer loyalty and to manage channel conflict
• Build promotion strategy for different sub-channels, store types (HM,SM, Ministore, CVS)
• Lead and support team the communication to internal and external
• Manage POSM production gift sourcing, complied with company process and policy
• Conduct ROI and post-promotion evaluation
• Be Champion for cross channel projects
2.5. Coach, supervise and manage performance of Direct reports
• Provide coaching and support for subordinates
• Conduct frequent performance review, identify capability gap and help subordinates on career development plan
• Drive compliance among the team
1. Education, Qualifications and Training:
Degree in Marketing/ Business Administration
2. Experience required (e.g. Past Roles, Level, Years of Experience, Technical, People Management, etc.):
• At least 5-year experience in Trade Marketing
• Proven cross-channel experience is a must
• Profound knowledge of Trade Marketing, Customer Marketing, and Category Management knowledge is mandatory
• Marketing experience is a plus
• Strong leadership skill
3. Specialised Knowledge or Skills required (e.g. Technical, Cross-functional, etc.):
• Analytical skills
• Managing interfaces with Marketing & Sales accountability is a fundamental SOL for the job.
• Must have the ability to tackle complex situations, evaluate alternative courses of action, and provide fact base solutions/recommendations
• Excellent communication in Vietnamese and English
• Must be able to effectively relate with multiple levels of management, both internally and externally
4. Critical Leadership (Success Profile) Competencies:
4.1. Situational Adaptability: Adapting approach and demeanour in real time to match the
shifting demands of different situations.
4.2. Manages Complexity: Making sense of complex, high quantity and sometimes
contradictory information to effectively solve problems.
4.3. Courage: Stepping up to address difficult issues, saying what needs to be said.
4.4. Building Effective: Teams Building strong-identity teams that apply their diverse skills and
perspectives to achieve common goals.
4.5. Cultivates Innovation: Creating new and better ways for the organisation to be
successful.
4.6. Strategic Mindset: Seeing ahead to future possibilities and translating them into
breakthrough strategies.
4.7. Drives Results: Consistently achieving results, even under tough circumstances.
4.8. Plans & Aligns: Planning and prioritizing work to meet commitments aligned with
organizational goals.
