As a Trade Marketing Specialist develops and executes strategies to drive product sales across channels (traditional/modern trade), focusing on brand visibility, promotions, shopper insights, and ROI analysis.
1. Strategic Channel Visibility & Brand Positioning:
- Lead the construction and renovation of shop-in-shop (SIS) and brand corners to enhance TCL's premium image at retail stores, ensuring alignment with global HQ regulations and local marketing strategy.
- Develop and standardize shopfront display guidelines (VMD - Visual Merchandising) for all product categories, especially for high-end Mini LED and Large-screen TVs.
- Monitor and innovate merchandising items (POSM) to ensure TCL has the most outstanding visibility compared to competitors.
2. Sales Driver & Campaign Management:
- Partner with the Sales & Retail teams to design trade promotion schemes that drive monthly/quarterly sell-out targets.
- Directly manage the rollout of product launches at the field level, ensuring end-to-end execution from display setup to consumer activation.
- Analyze the ROI (Return on Investment) of trade marketing activities and provide feedback/solutions to Sales and Retail teams for performance improvement.
3. Market Intelligence & Research:
- Conduct frequent market research and competitor benchmarking to catch up with industry trends and pricing standards.
- Collaborate with the Sales & Retail team to align display planning with inventory levels, ensuring hero models are always prioritized in key shopfront positions.
4. Dealer Relationship & Event Management:
- Plan and execute high-level dealer seminars, training workshops, and product experience events to strengthen relationships with strategic partners.
- Oversee the performance of third-party agencies/vendors (production, installation, and activation) to ensure quality and cost-efficiency.
5. Budget Management: Manage and optimize the Trade Marketing budget, ensuring all expenditures align with the approved annual plan.
6. Cross-Functional Collaboration: Serve as the key role between the Trade marketing department and other internal teams, including Sales, PM, Retail,
Designer. Collaborate closely to ensure marketing activities are aligned with business goals and product timelines.
7. Reporting and Analysis:
- Establish a weekly/monthly shopfront performance tracking system with clear KPIs.
- Monitor analytics to measure ROI, analyze engagement data, and adjust strategies to improve performance.
Other relevant social content tasks are assigned by Line Manager.
- Bachelor's Degree and similar degree.
- At least 3-4 years of experience in Trade marketing/ Product marketing or similar role in retail company.
- Industry Background: Priority is given to candidates from Consumer Electronics (CE), Home Appliances, or FMCG (Global MNCs preferred).
- Project Management: Capability to handle multiple projects simultaneously under tight deadlines (especially during peak seasons like World Cup or Year-end).
- Communication: Excellent negotiation skills to work with both internal stakeholders (Sales/Retail) and external partners (Dealers/Vendors).
- Proven track record of managing large-scale SIS construction and premium product launches.
- Strong aesthetic sense and understanding of Visual Merchandising principles in a retail environment.
- Creative, proactively updating trends and knowledge on social network, social media influencers. Proactive, result-oriented, and resilient.
- Willingness to travel frequently for market audits and event supervision.
- Good written skills in both Vietnamese and English.
- Dynamic, professional, proactive thinking and willing-to-learn spirit.
- Fluently with Microsoft (Word, Excel, PowerPoint)