Modern Trade Director

POSITION SUMMARY

The Modern Trade Director is responsible for leading and driving the overall business performance of the Supermarket Channel nationwide. This role is accountable for developing and executing channel strategies, building strategic partnerships with key retail customers, optimizing commercial investments, enhancing market presence, and leading a high-performing organization to achieve sustainable growth in sales, profitability, market share, and brand visibility.

KEY RESPONSIBILITIES

1. Strategic Planning & Business Performance Management

• Develop and execute the long-term strategic direction for the Supermarket Channel in alignment with corporate growth objectives.
• Define annual, quarterly, and monthly business plans to achieve revenue, profitability, market share, distribution, and category growth targets.
• Drive channel performance through effective monitoring of sales KPIs and business metrics.
• Analyze market trends, customer performance, and competitive activities to identify growth opportunities and risks.
• Lead business reviews and implement corrective actions to ensure achievement of strategic and financial objectives.

2. Key Account & Customer Management

• Build and maintain strong strategic relationships with national supermarket chains and modern retail partners.
• Lead commercial negotiations, annual business planning, joint business plans (JBP), and contract management with key accounts.
• Identify and develop new business opportunities to expand channel coverage and sales growth.
• Ensure effective customer investment management and maximize return on trade investment.
• Resolve complex business issues and strengthen long-term customer partnerships.

3. Trade Marketing & In-Store Excellence

• Collaborate closely with Marketing, Trade Marketing, Supply Chain, and Customer Service teams to deliver integrated commercial plans.
• Drive excellence in execution of promotions, product launches, visibility initiatives, and category development programs.
• Ensure compliance with merchandising standards, planogram execution, shelf visibility, and brand representation across all retail formats.
• Optimize category performance and strengthen shopper engagement at the point of sale.

4. Sales Operations & Channel Execution

• Oversee nationwide sales operations within the Supermarket Channel.
• Ensure best-in-class execution standards across all retail customers.
• Monitor and optimize the utilization of sales assets, point-of-sale materials (POSM), refrigeration equipment, display fixtures, and promotional resources.
• Ensure compliance with company policies, operational procedures, and food safety standards within the channel.

5. Organizational Leadership & Talent Development

• Lead, inspire, and develop a high-performing commercial organization.
• Build organizational capabilities to support sustainable business growth.
• Drive succession planning, talent development, and leadership capability building.
• Establish a performance-driven culture focused on accountability, collaboration, and continuous improvement.
• Standardize processes and implement best practices across the channel organization.

6. Financial & Resource Management

• Develop and manage the annual operating budget for the Supermarket Channel.
• Ensure optimal allocation and utilization of trade spending, customer investments, and commercial resources.
• Monitor profit performance and drive productivity improvements.
• Identify business risks and implement mitigation strategies to protect company interests.
• Deliver sustainable return on investment (ROI) across all commercial activities

7. Other Responsibilities

• Perform additional duties and strategic projects as assigned by the Modern Trade Sales Director and Executive Management Team

QUALIFICATIONS

Education

• Bachelor's Degree or higher in Business Administration, Marketing, Economics, International Business, Commerce, or related disciplines.
• MBA is strongly preferred.

EXPERIENCE

• Minimum 12 years of experience in the FMCG industry, preferably in Dairy, Food, Beverage, or other large-scale consumer goods sectors.
• Minimum 10 years of progressive sales leadership experience, including management of large and geographically dispersed sales organizations.
• At least 5 years of experience in an equivalent leadership position, such as Modern Trade Director, National Sales Director, Channel Director, or similar senior commercial leadership role within multinational corporations or leading FMCG companies.
• Minimum 5 years of proven experience managing and developing nationwide supermarket chains and convenience store networks, including strategic customer planning, commercial negotiations, trade investment management, and sustainable business growth initiatives.
• Demonstrated track record of delivering significant business growth in revenue, market share, profitability, and customer development.
• Strong experience in leading commercial transformation, organizational restructuring, or sales digitalization projects is highly preferred.
• Experience managing large-scale budgets and P&L responsibility is a significant advantage.

KNOWLEDGE & PROFESSIONAL EXPERTISE

• Deep understanding of Modern Trade channel management.
• Strong expertise in:
• Key Account Management (KAM)
• Trade Marketing
• Category Management
• Revenue Growth Management (RGM)
• Joint Business Planning (JBP)
• Customer Development
• Sales Excellence
• Strong commercial acumen and market intelligence.
• Advanced analytical and strategic thinking capabilities.

LEADERSHIP COMPETENCIES

• Strategic Vision & Execution
• Commercial Acumen
• Results Orientation
• Customer Centricity
• Influencing & Negotiation
• Leadership & People Development
• Change Management
• Decision Making
• Stakeholder Management
• Innovation & Continuous Improvement

TECHNICAL SKILLS

• Advanced proficiency in Microsoft Excel and PowerPoint.
• Strong capabilities in data analytics, reporting, and business intelligence tools.
• Strong command of English, both written and spoken

KEY PERFORMANCE INDICATORS (KPIs)

• Net Sales Revenue
• Market Share Growth
• Profitability & ROI
• Distribution & Customer Coverage
• Key Account Performance
• Share of Shelf & Visibility
• Trade Investment Effectiveness
• Budget Management
• Team Engagement & Capability Development
• Customer Satisfaction & Strategic Partnership Development

This position is a senior commercial leadership role responsible for driving sustainable growth, strengthening strategic retail partnerships, and leading Vinamilk's nationwide Supermarket Channel business toward long-term market leadership.