[HCM] TRADE MARKETING MANAGER

Key Responsibilities:

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.