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Trade Marketing Manager

Requisition ID:  6961

Job Summary

Lead the Trade Marketing function to achieve Company and Category objectives by implementing brand strategies to boost sales, enhance brand relevance, and stimulate category growth, with a focus on General Trade. Oversee shopper activation programs for Beverage and Health Enrichment, driving desired changes in shopper and retailer behavior both offline and online.

Job Responsibilities

1. Trade Marketing Planning:

  • Develop and implement key shopper programs to enhance brand value, drive category revenues, and increase sales volume.
  • Formulate trade channel strategies focusing on distribution, visibility, product assortment, promotions, and pricing.
  • Identify and capitalize on new channel and category opportunities.
  • Support post-promotion analysis, competitor, and category reporting, and collaborate on category strategy development.
  • Lead volume gap closure initiatives to achieve Company Objectives.

2. Channel Sales Services – General Trade Channel:

  • Drive Sales and Marketing Activity Calendar in the General Trade Channel.
  • Track and compile sales execution programs according to KPIs.
  • Manage Trade Marketing Fund efficiently and effectively.
  • Keep the business informed about sales activities and promotional plans.
  • Develop and maintain channel-specific promotional grids to drive online traffic.
  • Lead certain projects like new product development and launches.

3. In-Store Activation:

  • Execute POSM activation plans with shopper-centric focus.
  • Develop chiller management plans for On-The-Go consumption.
  • Establish execution standards through Picture of Success.
  • Manage promoter agencies to execute shopper activation programs.
  • Develop customized activation programs for selected accounts within NPD launches and festive activities.

4. Category Management:

  • Utilize Category Management tools for range and space optimization.
  • Lead Commercial Proposition for NPD initiatives within category context.
  • Support Customer Business Reviews by translating Brand/Segment Plans into customer-focused programs.
  • Provide category insights to identify opportunities for SUNTORY brands.
  • Maintain pricing and promotion information for competitors and key accounts.

5. Merchandising:

  • Develop merchandising tools, training decks, and programs.
  • Conduct ranging analysis by Customer to drive channel range strategy.
  • Optimize space recommendations in stores via planograms and maximize SUNTORY brands on fixture.

6. Project Management / People Development / Others:

  • Train, motivate, and supervise sales team to achieve personal and business objectives.
  • Provide specialist support to sales team with monthly reviews and business development initiatives.


Your Team

Line manager: Head of Trade Marketing
Peers: 3 x Trade Marketing Managers (Pharmacy channel, East Malaysia and Brunei, MT & Ecomm)

Skills and Experience

General Skills/Attributes:

  • Strategic thinking, initiative, innovative approach, leadership, enthusiasm, tenacity, effective communication, and interpersonal skills

Technical/ Work-based skills:

  • Ability to analyze external data from sources like Kantar, Nielsen, and Mailer track to formulate Strategy and Action plans.
  • Experience in sales, trade, and consumer promotion planning and execution
  • Proficient in Microsoft Excel and PowerPoint


  • 5 years in managerial capacity including Assistant Manager roles.
  • Background in Modern Trade, General Trade, Trade Marketing, or Trade buying in major FMCG companies within the region (minimum 3 years).
  • 1-2 years of relevant experience in the Beverage category



Bachelors in Economics
Master in Business Administration

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