Consumer Activation Manager, SEA Travel Retail

Application Deadline: The position will accept applications on or before June 30,2026

Location: Singapore

Professional Area: Asia Travel Retail - Marketing

Contract Type: Fixed Term Contract of 9 months to 1 year

Professional Level: Experienced

Work Group Level: WG3

Reporting to: Consumer Activation Lead Manager Asia Travel Retail

This position is responsible for developing and implementing (1) brand activation plans for new launches, and Limited-Edition Packaging (LEP) communication in line GTR Marketing strategies & Brand Group guidelines, (2) Merchandising solutions based on GTR showcasing guidelines & adaptation alignment with Brand Groups, (3) Marketing activation calendar and (4) Marketing budget planning in ensuring efficient resource allocation and planning accuracy in achieving GTR ASP plan.

The person will also liaise and work very closely with Sales team and is responsible to coordinate the activation calendar & implementation of consumer & trade marketing programs, coupled with KPI monitoring, and competitive activities for all assigned markets.

And will establishes very close links with the Finance team for budget management and reporting.

As the Consumer Activation Manager SEA Travel Retail, you will:

Marketing Strategy

• Lead the development of marketing strategies for assigned markets in collaboration with Sales team based on:
• GTR strategic direction
• synergies with domestic market internal plans and global trends
• regulatory environment
• digital transformation priorities

Brand Activation Execution Excellence

• Lead the planning and Implementation of brand equity building initiatives in collaboration with Sales and Portfolio & Strategy (P&S) team through:
• impactful merchandizing solutions & POSM based on GTR Equity guidelines
• consumer centric brand activations for new launches, LEP and/or brand rejuvenations
• maintaining a clear marketing activation calendar view of all projects with regular status updates
• ongoing evaluation of marketing programs and driving efficiency of campaigns

Retail Excellence (1-2-1) Program

• Provide support to GTR RSC (Retail Sales Consultants) programs through:
• development of RSC brands communication training materials
• brand communication training to RSC when required
• together with Sales team, GTR 1-2-1 Program Development team and Global Indirect Procurement continuously search for the best and cost efficient agencies to work with

Marketing Budget Management

• Develop and manage assigned markets marketing budget process to ensure timely, consistent, and integrated delivery of marketing plans:
• deliver clear and consistent plan during Annual Plans and quarterly revisions with detailed explanations on variances and/or changes in collaboration with sales team
• ensure marketing investments efficiency & ROI via right resources allocation based on locations prioritization
• ensure accuracy and full compliance with internal Policies & Procedures

Requirements:

• University degree or equivalent (required)
• 5+ years in FMCG consumer/trade marketing experiences(required)
• Fluent English and Mandarin Chinese (required)
• Promotions Management (required)
• Project Management (required)
• Financial Analysis (required)
• Computer literate: Microsoft Office and SAP
• Brand Management, Trade Marketing. Trade Merchandising, Shelf space/ planogram management, Category management, Competitive intelligence, Negotiation skills, Basic financial skills , Brand price positioning indexing and management, External environment knowledge (taxation, trade pricing, corporate affairs, legal), Customer Service, Consumer Marketing Knowledge, Trade Research, Brand Communication (ATL / BTL), Trade Segmentation, Merchandising Management, Key Account Management
• Consumer/trade promotions management would be an advantage
• Cross cultural experience would be an advantage
• Cross functional experience would be an advantage
• Travel Retail experience would be an advantage