Trade Marketing Manager

Company Background

A Malaysian FMCG company with a strong heritage in food and consumer products, best known for its coconut-based product range. The company has expanded beyond its core coconut portfolio over the years into other food, beverage and consumer product categories.

They operate across several business segments, including Consumer, Food Services, Wholesale, Industrial and Distribution, serving both retail and business customers.

As part of its continued business expansion, the company is strengthening its Modern Trade channel strategy and is hiring a Trade Marketing Manager to drive strategic channel development, trade marketing effectiveness and commercial growth.

Role Overview

The Trade Marketing Manager - Modern Trade will be responsible for the strategic planning and development of trade marketing initiatives across the Modern Trade channel, covering hypermarkets, supermarkets and convenience store chains.

The role acts as a strategic bridge between Brand Marketing and the Modern Trade Sales team, translating brand strategies and commercial objectives into effective channel plans that drive product visibility, shopper engagement, sales growth and trade promotion effectiveness.

Key Responsibilities

Trade Marketing Strategy & Planning

• Develop and implement annual and quarterly Modern Trade trade marketing strategies and channel plans aligned with brand and commercial objectives.
• Translate overall brand strategies into effective channel-specific commercial plans .
• Develop strategic direction for hypermarket, supermarket and convenience store channels based on their respective channel dynamics.
• Identify opportunities to improve sales growth, market share, product visibility and shopper conversion within Modern Trade.
• Develop promotional calendars and channel priorities in line with business objectives.
• Support new product launches and major brand initiatives through appropriate Modern Trade channel strategies.

Trade Promotions

• Develop strategic trade promotion plans and promotional mechanics to drive sales, visibility and shopper conversion.
• Review and optimize promotional mechanics based on business objectives, channel requirements and past performance.
• Evaluate promotional effectiveness and identify opportunities to improve promotional ROI.
• Analyse sales uplift, incremental sales, promotional performance and other relevant KPIs.
• Ensure trade spending is strategically allocated across Modern Trade channels.

Shopper & Channel Insights

• Identify channel opportunities based on shopper insights, channel trends, category developments, market intelligence and competitive activities .
• Analyse shopper behaviour and translate insights into actionable trade marketing strategies.
• Understand the different dynamics of hypermarkets, supermarkets and convenience stores and develop appropriate channel strategies.
• Monitor category trends and identify potential growth opportunities.
• Monitor competitors trade activities, promotions, pricing, merchandising and in-store strategies.

In-Store Visibility & Shopper Activation

• Develop strategic direction for in-store visibility, merchandising, shopper activation and promotional execution .
• Work closely with the Modern Trade Sales team to ensure appropriate execution of planograms, POSM, displays, visibility and promotional activities.
• Provide strategic recommendations on product placement, assortment and in-store activation.
• Ensure trade initiatives are aligned with overall brand positioning and guidelines.

Sales & Marketing Collaboration

• Act as the key strategic bridge between Brand Marketing and Modern Trade Sales .
• Work closely with Brand Marketing to translate brand objectives into practical channel strategies.
• Partner with the Sales team to ensure trade marketing strategies are commercially relevant and executable in-market.
• Provide strategic direction to Sales while allowing the Modern Trade Sales team to manage the primary market execution.
• Coordinate cross-functional initiatives involving Sales, Marketing and other relevant stakeholders.

Performance Analysis & Budget Management

• Analyse channel performance, category trends, shopper behaviour and promotional results.
• Establish relevant KPIs to measure trade marketing programme effectiveness.
• Manage and optimize trade marketing budgets and trade spending .
• Monitor ROI and identify areas for improvement in promotional and channel investments.
• Prepare regular management reports, performance analysis and actionable recommendations for senior management.
• Drive continuous improvement in trade marketing strategies and overall Modern Trade performance.

Candidate Requirements

1. Minimum 8 years of relevant Trade Marketing experience .
2. Strong and specific experience in Modern Trade Trade Marketing .
3. Experience developing Modern Trade strategies, channel plans and trade promotional plans .
4. Strong understanding of shopper insights and channel dynamics .
5. Demonstrated ability to translate brand strategies into effective commercial/channel plans.
6. Strong experience working closely with both Sales and Marketing functions.
7. FMCG experience is strongly preferred.
8. Exposure to hypermarkets, supermarkets and/or convenience store chains .

Education

• Minimum Diploma / Advanced Diploma / Degree in Business Administration, Marketing, Commerce or a related discipline