The ideal candidate will be responsible for driving channel marketing strategies across ASEAN markets, working closely with distributors and regional partners to strengthen brand presence and achieve business growth. This role involves planning and executing trade marketing initiatives, managing product launches, and ensuring strong in-market execution across key channels. The role also requires close collaboration with cross-functional teams to deliver impactful trade marketing strategies tailored to ASEAN markets.
1. Trade Strategy & Planning
- Develop and implement export trade marketing strategies aligned with commercial targets (volume, distribution, and profitability).
- Translate global/regional brand strategies into country-specific channel plans.
- Define channel roles, pricing architecture, and trade mechanics for each market.
2. Distributor Management & Execution
- Work closely with distributors to plan and execute yearly and quarterly activation plans.
- Ensure quality execution of promotions, visibility and merchandising in-market.
- Provide clear guidelines, toolkits, and POSM for consistent execution across markets.
3. Trade Promotions & Activation
- Design and deploy effective trade promotions (price-offs, bundles, GWP, displays).
- Optimize trade spend ROI and ensure proper budget planning and tracking.
- Monitor campaign effectiveness and recommend improvements. Working closely with distributor activation and TPM governance.
- Ensure distributor compliance with agreed trade plans, pricing structures, and promotional discipline.
4. In-store Excellence & POSM
- Lead development of POSM, merchandising guidelines, and shelf visibility standards.
- Ensure strong in-store presence (display execution, planogram, facings).
- Drive adoption of best-in-class activation across all markets.
5. Market & Shopper Insights
- Analyse market trends, competitor activities, and shopper behaviour across markets.
- Identify opportunities for product assortment, pricing, and promotional improvements.
- Leverage insights to refine trade strategies and drive growth.
6. Cross-functional & Regional Coordination
- Collaborate with Brand, Sales, RGM, and Supply Chain to ensure alignment.
- Support export sales team with trade tools, decks, and commercial proposals.
- Drive sharing of best practices and learnings across ASEAN markets.
7. Performance Tracking & Reporting
- Track KPIs including volume uplift, distribution, display execution, and ROI.
- Prepare regular trade performance reviews and recommend corrective actions.
- Ensure proper documentation and governance of trade spend.
Job Requirements
- Bachelor's Degree in Marketing, Business, or related field
- At least 3–5 years of experience in Trade Marketing / Sales (FMCG preferred
- Experience in export markets or distributor management is a strong advantage
- Strong stakeholder management, analytical skills and commercial acumen
- Experience handling ASEAN markets (Thailand, Singapore, Vietnam, Cambodia)
- Familiarity with distributor-led markets and indirect GT
- Ability to translate strategy into actionable plans.
