JOB SUMMARY
The Trade Marketing Manager leads the development of robust, insight-led Channel Strategies across On Trade and Off Trade environments. This role serves as the key conduit between brand ambition and commercial reality, translating brand strategies into winning trade executions that unlock volume and value growth in priority channels. He / She co-leads the formulation of presence, visibility, activation (PVA) strategy, ensuring excellence in execution at the last-three-feet (L3F), and is accountable for designing, implementing, and optimising fit-for-growth channel and shopper strategies.
KEY ACCOUNTABILITY
Channel Strategy Leadership
- Develop and continuously refine trade channel strategies (especially for On Trade and Off Trade) grounded in shopper insights, route-to-consumer models, and market dynamics.
- Own the strategic vision and road map for IONT development in alignment with global Prestige or Core brand priorities.
- Identify white space opportunities and define execution principles that elevate our commercial advantage across trade touch points.
Collaborative Business Planning
- Contribute to Sales & Operations Process (S&OP), with accountability for trade marketing activities impact on sell-in and sell-out plans (consumer promotions, on-trade events, potential sales uplift and cannibalisation)
- Share market intelligence digest on market trends by category and by customer, and competitive environment
- Monitor and share past consumer activation performance and optimisation plan for future
IONT Visibility & Activation
- Lead the strategic planning and execution of visibility and volume-driving programs in key IONT venues (e.g., top hotels, cocktail bars, fine dining).
- Develop playbooks and scalable activation tool kits in line with Group standards and tailored for IONT consumption occasions.
- Serve as the primary driver of IONT experiences, rituals, and advocacy initiatives, in collaboration with Brand and Advocacy teams.
Enablement of Sales Teams
- Partner closely with the Sales Team (Head of Sales, Sales Managers & Commercial Excellence) to co-develop customer engagement strategies and support trade negotiations with activation-ready assets.
- Equip field teams with relevant tools / trade presenters, POSM, and selling stories to enable listings, visibility, and activation in strategic accounts.
- Define and implement performance tracking frameworks to measure sell-in and sell-out effectiveness.
Team Development & Capability Building
- Coach and mentor a team of Assistant Trade Marketers / Channel Activation Specialists, fostering cross-functional fluency and ownership mindset.
- Build trade marketing capability across the broader organisation by championing best practices, tools, and cross-market knowledge sharing.
Cross-Functional Alignment
- Act as a central link between Sales, Brand, Shopper Marketing COE, Commercial Excellence, and Trade Partners to ensure coherent go-to-market strategies and customer- and shopper-centric activation plans.
- Align local market execution with global guidelines while advocating for local agility and relevance (e.g. compliance with Global POS and S&R standards)
Budget Stewardship, A&P Effectiveness, and ROI Measurement
- Own the Trade Marketing budget, ensuring optimal allocation of A&P and below-the-line spend across programs and key accounts.
- Define and track ROI metrics for volume-driving activities, promotional effectiveness, and investment compliance with Group POS and advocacy standards.
JOB REQUIREMENTS
Education & Experience
- At least 7 years of work experience, of which at least 3 years must be with Trade Marketing or Channel Development roles
- Experience in the Spirits Industry or FMCG is a plus
- Strong leadership and cross-functional collaboration skills
- Experience managing A&P budgets and measuring trade ROI
- Professional fluency in English is a must. Knowledge of Mandarin is a plus, but not mandatory.
Functional & Leadership Competencies
- Channel & Shopper expertise with deep understanding of on & off trade environments
- Trade Strategy and Planning
- Commercial acumen matched with strong cross-functional collaboration, especially across Brand, Sales, and Finance
- Activation and Operational Excellence
- Team Leadership & Talent Development
- Ownership & Accountability
- Effective Stakeholder Influencing & Management
