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ABOUT KFC
Colonel Harland Sanders opened the first KFC in Corbin, Kentucky, in 1938. He started with one restaurant, 11 herbs and spices, and an idea. From there, our incredible brand and product grew to what it is today. KFC is one of the five brands operated by our parent company, Yum! Along with Pizza Hut, Taco Bell, The Habit Burger Grill and recently added Heartstyles.
KFC first came to Vietnam in 1997 with our first restaurant in Super Bowl, Ho Chi Minh City. Today, we are the biggest business in the fast-food industry in Vietnam, with more than 200 restaurants run and 5,000 restaurant team members. The Restaurant Support Centre (RSC) is located at the Bluesky office, Tan Binh District near Tan Son Nhat Airport.
POSITION SUMMARY
Section:Trade Marketing
Role Purpose:
The Trade Marketing Manager role is a part of the KFC Marketing department. This role will be responsible for planning and executing the strategic growth initiatives, identifying new opportunities to expand KFC's market share & presence, and driving the overall performance.
Key Responsibilities:
1.Trade Marketing Strategy & Planning
Develop and implement annual and quarterly Trade Marketing plans aligned with overall business objectives.
Design promotional strategies to drive revenue growth, traffic generation, and market share.
Collaborate with Marketing, Operations, Supply Chain, and Finance to ensure integrated campaign planning and execution.
Analyze market trends, competitor activities, and consumer behavior to recommend effective trade initiatives.
2.Campaign & Promotion Management
Lead the execution of nationwide and regional promotional campaigns across dine-in, takeaway, and delivery channels.
Ensure all POSM (Point of Sales Materials) are delivered and executed effectively in stores
Monitor promotion performance and optimize mechanics to improve ROI.
Develop trade tools and guidelines to support store teams in campaign execution.
3.In-Store Execution & Visibility
Ensure strong in-store brand presence and consistent visual merchandising standards.
Work closely with Operations team to monitor and improve execution compliance.
Conduct regular store visits to evaluate campaign effectiveness and identify improvement areas.
Drive initiatives to improve customer experience at point of purchase.
4.Budget & Performance Management
Manage trade marketing budget effectively and ensure optimal allocation of resources.
Track and evaluate KPIs including sales uplift, traffic growth, campaign ROI, and execution compliance.
Provide regular reports and post-campaign analysis with actionable insights.
Utilize data analytics to translate complex performance data into business strategies.
5.Team Leadership
Lead and develop the Trade Marketing team to achieve business targets.
Coach and guide team members on planning, execution, and analytical capabilities.
Foster cross-functional collaboration and strong stakeholder relationships.
Professional Skills:
Bachelor's degree in Marketing, Business Administration, or a related field (MBA preferred).
Must have at least three years of experience as a Trade Marketing Manager in the F&B/FMCG industry.
Must have experience in developing and implementing effective growth strategies.
Have a good understanding of the fast-food market, target customers, and competitors to formulate effective growth strategies.
Excellent data analysis tools (e.g., Google Analytics, BI Dashboard).
Key Experiences:
Proven track record of working under pressure/to tight deadlines.
Experience in working with relevant stakeholders.
Excellent presentation & communication skills
Budget Management, P&L Management
Fluent in English.
KFC Vietnam is an equal opportunity employer. We encourage applications from candidates of all backgrounds and experiences.
Job ID: 143965435
