Trade Marketing Manager

1. Role Objective

To design and execute Nongfu Spring's national in-store trade marketing and channel activation strategy across Malaysia driving shopper conversion, brand visibility at point-of-sale, and sales growth through distributor partners and the sales team.

This is a commercially driven, national-level role responsible for planning, managing, and evaluating Malaysia's total trade marketing agenda spanning modern trade, convenience, traditional trade, and emerging channels. It focuses strongly on in-store activation, merchandising excellence, and effective POSM deployment, distinct from above-the-line brand marketing functions.

The Trade Marketing Manager will also guide and strengthen distributor-led trade marketing initiatives, especially for regional and independent customers, ensuring consistent brand presence and execution quality across all channels nationwide.

2. Key Responsibilities

a. National Trade Marketing Strategy & Execution

• Develop and own Nongfu Spring's national trade marketing strategy, translating brand and sales objectives into in-store activation programs with measurable business outcomes.
• Design, plan, and lead nationwide trade and shopper campaigns, including promotional themes, visibility initiatives, and merchandising programs to drive sell-through and consumer engagement.
• Take brand direction and creative guidance from the Brand Marketing team to ensure trade activations, in-store materials, and shopper messages reflect the core brand identity.
• Develop and oversee the production, allocation, and deployment of POSM materials ensuring creative consistency, cost efficiency, and execution impact across channels.
• Create and maintain channel-specific activation playbooks (Modern Trade, Traditional, Convenience, and E-commerce) for consistent implementation countrywide.
• Collaborate with the Regional Marketing Director to align in-store communication and POS materials with brand standards.

b. Distributor Partnership & Channel Development

• Work closely with distributors to translate national trade plans into field execution, ensuring consistent visibility, compliance, and performance tracking.
• Guide and evaluate distributors trade marketing efforts, particularly for regional and independent customers, aligning local execution to Nongfu Spring's national standards.
• Support distributors with activation toolkits, planograms, and display guidance to elevate in-store presence and conversion.
• Conduct regular joint business reviews and trade visits to assess campaign quality and identify improvement opportunities.

c. New Product Launch & Activation

• Lead national go-to-market planning for new product launches covering launch calendars, trade visibility, and in-store display strategy.
• Coordinate cross-functionally (marketing, sales, and supply chain) to ensure launch readiness and high-quality retail activation.
• Measure launch campaign outcomes, capturing learnings and best practices for replication.

d. Trade Investment, POSM & Performance Analytics

• Manage the national trade marketing and POSM budget, ensuring efficient allocation across channels, customers, and priorities.
• Track and evaluate the ROI of trade marketing activities, visibility programs, and POSM effectiveness through field audits and data analysis.
• Prepare post-campaign evaluations and quarterly trade marketing reviews for both Sales and Regional Marketing teams.
• Partner with Brand Marketing on creative updates and seasonal refreshes of POS materials based on market feedback.

3. Desired Behaviours & Mindset

As part of Nongfu Spring's market-building phase, this role requires entrepreneurial leadership, agility, and the ability to shape trade marketing capability from the ground up.

1. Entrepreneurial Ownership. Treats the business as their own takes accountability, challenges status quo, and drives results with limited structure.
2. Agility & Resourcefulness. Adapts quickly to change, solves problems creatively, and maintains focus amid ambiguity.
3. Hands-on Collaboration. Works closely with distributor and internal teams; leads through influence rather than authority.
4. Bias for Action. Acts decisively and swiftly to seize opportunities and resolve issues.
5. Strategic yet Practical Thinking. Balances long-term strategy with operational realities and execution discipline.
6. Learning & Curiosity. Continuously seeks to understand consumers, channels, and market trends to sharpen commercial strategy.
7. Resilience & Optimism. Maintains positive energy, persistence, and composure through challenges inherent in start-up environments.

4. Qualifications & Experience

• Bachelor's degree in Marketing, Business, or related field.
• 58 years of experience in FMCG trade marketing, preferably with exposure to national campaign design and management, including POSM development and deployment.
• Strong understanding of Malaysia's retail landscape including modern trade, convenience, and traditional channels.
• Proven ability to work with distributors and external agencies to deliver large-scale in-store activations.
• Experience managing trade and POSM budgets, with clear understanding of ROI and cost management.
• Excellent communication, project management, and stakeholder engagement skills.
• Fluent in English and Bahasa Malaysia; Mandarin proficiency is an advantage.
• Entrepreneurial, collaborative, and execution-oriented mindset.

5. Performance Metrics

• Successful design and rollout of national trade and shopper campaigns.
• ROI and effectiveness of POSM materials and trade investments.
• Consistency and quality of in-store brand presence nationwide.
• Distributor capability and adherence to national activation standards.
• Successful execution of new product launches and trade visibility programs.