Overall Job Objectives:
The Trade Marketing Manager will be responsible for leading trade marketing initiatives across Malaysia. This role focuses on developing and executing trade strategies to strengthen brand presence, drive sales growth, and support channel development. The position requires close collaboration with sales, marketing, and external partners to ensure impactful execution of campaigns, activations, and trade programs.
Core Responsibilities:
Trade Marketing Strategy & Execution
- Develop and implement annual trade marketing plans for Beam Suntory brands across on-trade and off-trade channels.
- Plan and execute trade activations, consumer promotions, and merchandising programs to maximize visibility and engagement.
- Manage production, distribution, and placement of POSM to ensure strong in-store presence.
- Coordinate with brand marketing team to align trade plans with overall brand strategies.
Performance Monitoring & Analysis
- Track and evaluate the effectiveness of trade programs and activations, providing actionable insights and recommendations.
- Monitor market trends, competitor activities, and shopper insights to support strategy adjustments.
- Prepare and present regular reports on trade marketing performance and ROI.
Cross-Functional & Partner Collaboration
- Work closely with sales team to design and implement channel-specific strategies that support sales and distribution objectives.
- Build and maintain strong relationships with trade partners, key accounts, and outlets.
- Liaise with supply chain and logistics to ensure timely availability of materials and execution readiness.
Budget & Process Management
- Plan and manage the A&P (Advertising & Promotion) budget effectively, ensuring cost efficiency.
- Ensure compliance with company policies and brand guidelines in all trade marketing activities.
- Continuously review and improve trade marketing processes for efficiency and impact.
Requirements:
- Bachelor's Degree in Marketing, Business, or related field.
- 57 years experience in trade marketing or channel development, ideally in FMCG, liquor, or beverage industry.
- Proven ability to independently plan and execute trade marketing strategies with minimal supervision.
- Strong understanding of on-trade and off-trade channels in Malaysia.
- Experience in managing A&P budgets and delivering ROI.
- Strong project management and organizational skills to handle multiple activations at once.
- Excellent communication, negotiation, and stakeholder management skills (liaising with principals, internal sales, and trade partners).
- Analytical mindset ability to track KPIs and adjust strategies independently.
- Willing to travel frequently for market visits and activations.
