The Assistant Marketing Manager (Domestic) leads the Trade Marketing function for the Singapore domestic business. The role sits within the Marketing Department and plays akey leadership role in bringing together Brand & Digital Marketing and Hospital & Corporate Partnership Marketing to support the Marketing HOD in the formulation and execution of integrated marketing plans for the Domestic SG market, including for New Product Launches (NPD). The role focuses on driving core category growth, strong in-store execution, and effective go-to-market delivery in line with the company's strategy and brand objectives.
Key Responsibilities
- Support the Marketing HOD in the formulation and execution of the Singapore Domestic Marketing Plan.
- Play a leadership role in aligning Brand & Digital Marketing and Hospital & Corporate Partnership Marketing to develop integrated plans for the Domestic SG market, especially for New Product Launches (NPD).
- Drive growth of core categories in line with company strategy, objectives, and brand direction.
- Translate brand strategy into strong trade marketing plans that support both sales performance and brand building locally.
- Lead the Trade Marketing function to support Domestic Sales in driving distribution, visibility, and in-store activation across online and offline channels.
- Manage Trade Marketing headcount and in-house Designer to ensure strong execution quality, prioritisation, and timely delivery of trade and in-store materials.
- Drive in-store excellence through SKU rationalisation and assortment optimisation, ensuring the right range, space allocation, and merchandising are optimised by channel and retailer to maximise sales and shopper conversion.
- Ensure brand consistency and strong consumer experience at retail touchpoints (e.g. fixtures, shelf presentation, in-store communication) where applicable, in line with brand guidelines.
- Plan and execute trade marketing programs, in-store activations, and retail campaigns to support key sales periods and priorities.
- Lead planning and execution of baby fairs and major consumer events in Singapore, ensuring strong brand presence, shopper experience, and commercial outcomes, in close collaboration with Domestic Sales and Marketing teams.
- Work closely with Regional Product Teams on New Product Launch execution in Singapore.
- Provide inputs and insights on the Singapore market (consumer, channel, pricing, competitor context) to support Regional Product Teams in NPD planning and forecasting.
- Partner with Domestic Sales to ensure timely listing, launch readiness, and coordinated go-to-market campaigns across channels.
- Align Brand & Digital Marketing and Hospital & Corporate Partnership Marketing to ensure NPD campaigns are integrated across consumer, trade, and partnership touchpoints.
- Review post-launch performance against objectives and provide recommendations to improve future launches and go-to-market effectiveness.
- Support A&P budget planning, tracking, and management for the Domestic market.
- Ensure effective deployment of marketing investment with clear objectives, measurement, and ROI tracking.
- Review campaign performance and recommend optimisation for stronger business impact.
- Work closely with Operations & Domestic Sales to ensure effective forecasting, sufficient stock availability and inventory readiness to support marketing activities, promotions, NPD launches, and business growth.
- Prepare monthly reporting on marketing and sales performance, including trade marketing effectiveness, key campaign outcomes, and business impact.
- Track execution progress against plans and highlight risks, gaps, and recommendations to the Marketing HOD.
Requirements:
- Degree in Marketing, Business Administration, or related field.
- Minimum 5 years of marketing experience in brand, product, or trade marketing (FMCG preferred).
- Strong experience in trade marketing and go-to-market execution across retail channels.
- Commercially and analytically strong, with experience managing A&P budgets and ROI.
- Strong project and stakeholder management skills able to work cross-functionally in a fast-paced environment.
- Self-driven team player, organized and able to work both independently and collaboratively.
