The ideal candidate will be responsible for developing and executing general trade growth strategies to drive brand visibility, distribution growth, and sales performance. The role requires strong stakeholder management and cross-functional collaboration to ensure alignment between channel marketing plans and commercial objectives.
- Define and lead General Trade growth strategy across traditional trade, independents, and wholesalers.
- Segment GT universe (e.g., provision shops, mini markets, wholesalers or by revenue clusters) to drive focused interventions.
- Drive numeric & weighted distribution expansion, especially for Core SKUs/NPDs.
- Ensure must-stock SKU execution, range selling, and distribution hygiene.
- Partner with Sales to close white space gaps and improve outlet productivity.
- Lead development of GT-specific POSM, visibility tools, and activation mechanics.
- Roll out scalable activation programs (bundles, on-pack promos, retailer incentives).
- Translate pricing strategies into GT-relevant price ladders and pack-price architecture.
- Design trade schemes, incentive programs, and promo mechanics to drive offtake.
- Work closely with distributors and sales teams to ensure execution excellence.
- Develop toolkits, selling stories, and training materials for field teams.
- Monitor and improve sales force productivity and call effectiveness.
Job Requirements
- Bachelor's degree in Business, Marketing, or related field.
- Min. 5 years in FMCG, with strong exposure to General Trade / Channel Marketing / Sales.
- Proven experience in route-to-market (RTM) strategy, distributor management, and field execution.
- Deep understanding of Malaysia GT landscape and outlet dynamics.
- Strong commercial acumen, problem-solving, and execution discipline.
