Trade Marketing Manager

Job Summary
We are seeking an experienced and commercially driven Trade Marketing Manager to lead the development and execution of trade marketing strategies for Asahi's premium beer portfolio in Vietnam. Based in Ho Chi Minh City, the role will be responsible for translating brand strategies into effective trade initiatives, driving brand visibility and sales conversion, and strengthening Asahi's presence across key channels. The ideal candidate will have strong knowledge of the Vietnam FMCG, beverage or beer market, with proven experience in developing trade marketing plans and executing impactful campaigns across on-trade and off-trade channels.
Key Responsibilities
Develop and execute annual and channel-specific trade marketing strategies and plans aligned with overall brand and commercial objectives.
Translate brand strategies into effective trade marketing programs that drive sales, distribution, visibility and consumer engagement.
Develop channel strategies across on-trade and off-trade, including hotels, restaurants, bars, clubs, modern trade and other relevant channels.
Plan and execute trade promotions, activations, point-of-sale materials, merchandising and visibility programs.
Work closely with the Sales team to identify commercial opportunities and develop initiatives to improve sales performance and market penetration.
Partner with the Marketing team to ensure consistency between consumer marketing campaigns and trade execution.
Develop and manage trade marketing budgets, ensuring effective allocation of resources and return on investment.
Monitor and analyze trade promotion effectiveness, sales performance and campaign ROI, providing recommendations for improvement.
Conduct regular market and outlet visits to assess execution standards, competitor activities, pricing and brand visibility.
Develop and maintain strong relationships with key customers, distributors and trade partners.
Monitor market trends, consumer behavior and competitor activities to identify new trade marketing opportunities.
Lead the development of trade marketing tools, promotional materials and execution guidelines.
Ensure consistent implementation of brand standards and trade marketing initiatives across the market.
Prepare regular reports and presentations on trade marketing performance, market insights and recommendations.
Support the development and coaching of trade marketing team members where required.
Requirements
Minimum 7 years of experience in Trade Marketing, Brand Marketing, Channel Marketing or Commercial roles, preferably within FMCG, beverage, beer or consumer goods industries.
Strong understanding of the Vietnam FMCG, beverage and beer market, particularly the Southern Vietnam market.
Proven experience developing and executing trade marketing strategies and campaigns across on-trade and/or off-trade channels.
Strong understanding of on-trade activation, including hotels, restaurants, bars, clubs and premium dining establishments.
Experience managing trade marketing budgets and measuring campaign effectiveness and ROI.
Strong commercial acumen with the ability to translate brand strategy into sales-driven trade initiatives.
Strong project management, analytical and problem-solving skills.
Excellent communication, presentation and stakeholder management skills.
Ability to work effectively with Sales, Marketing, Finance and Supply Chain teams.
Proficiency in Microsoft Office, particularly Excel and PowerPoint.
Fluency in Vietnamese and English is required.
Willingness to travel within Vietnam for market visits and trade activities.
Experience working with premium/international beer brands or multinational FMCG companies will be an advantage.