Trade Marketing Manager

Position Purpose The Trade Marketing Manager, General Trade (GT), is responsible for driving sustainable growth and market leadership across the Traditional Trade channel by developing channel strategies, trade programs, shopper initiatives, and execution standards that translate brand and business objectives into superior in-market results. The role partners closely with Sales, Marketing, Finance, and Distributors to improve distribution, visibility, shopper conversion, and trade investment effectiveness across the GT universe.
Key Responsibilities
GT Channel Strategy & Growth
Develop and execute the annual GT channel strategy aligned with company growth objectives.
Identify growth opportunities by region, channel segment, store type, and shopper mission.
Build channel development plans to accelerate recruitment, retention, and penetration.
Define channel roles and category growth drivers within the GT environment.
KPI (
Net Sales Growth, GT Market Share, Category Growth, Numeric Distribution)
Trade Promotion & Loyalty Programs
Lead the design and implementation of trade promotions, customer incentives, and loyalty programs.
Develop customer mechanics that drive sell-out and repeat purchase.
Optimize promotion investment and trade spending efficiency.
Evaluate promotion effectiveness and recommend improvements.
KPI
(Promotion ROI, Trade Spend Efficiency, Incremental Sales, Outlet Participation Rate).
Distribution & Outlet Development
Drive expansion of weighted and numeric distribution.
Develop outlet segmentation and prioritization frameworks.
Lead programs targeting key outlet clusters and strategic stores.
Work with Sales to maximize product availability and assortment.
KPI
(Numeric Distribution, Weighted Distribution, Product Availability, Assortment Compliance).
Shopper Marketing & Activation
Develop shopper-centric programs tailored to traditional trade shoppers.
Build activation platforms that stimulate trial, recruitment, conversion, and loyalty.
Develop POSM, merchandising solutions, and visibility initiatives.
Ensure consistency between brand strategy and point-of-purchase execution.
KPI
(Shopper Conversion Rate, Recruitment of New Users, Visibility Compliance, Activation Effectiveness)
Field Execution Excellence
Establish execution standards and Picture of Success (POS) for GT.
Monitor execution quality through field audits and performance scorecards.
Partner with Sales Operations to improve productivity and compliance.
Drive adoption of DMS, field tracking, and execution tools.
KPI
(Execution Compliance, Coverage Effectiveness, Perfect Store Achievement, Program Compliance)
Distributor Partnership & Commercial Deployment
Partner with distributors to execute trade initiatives effectively.
Monitor distributor performance and program implementation.
Support commercial planning and demand generation.
Ensure alignment between company objectives and distributor execution priorities.
KPI
(Distributor Performance, Program Deployment Accuracy, Sell-in and Sell-out Growth).
Business Analytics & Performance Management
Analyze channel performance, shopper trends, and competitive dynamics.
Provide recommendations to improve channel productivity and profitability.
Track and report business performance against targets.
Lead post-event evaluations and learning reviews.
KPI
(Channel P&L Performance, ROI Tracking, Category Growth, Productivity Improvement)
.
Qualifications
Bachelor's Degree in Marketing, Business Administration, Economics, or related field.
Min 7+ years in FMCG with experience across General Trade, Sales, Trade Marketing, or Channel Development.
Strong understanding of Traditional Trade dynamics in Vietnam.
Proven experience managing distributors and sales execution programs.
Core Competencies for both Commercial (Trade Marketing, Channel Development, RTM, Distributor Management, Category Management, RGM & Leadership (Strategic Thinking, Data Analytics, Stakeholder Management, Cross-functional Collaboration, Project Management, Influencing & Negotiation.