Lead the Trade Marketing team across all CPG channels - On-Premises (CVS, HORECA, Canteens, Vending, etc.), Off-Premises (Supermarkets, Minimarts, Wholesalers), and Online - to drive sustainable revenue growth, enhance ASMPQ brand visibility at point-of-sale, and improve channel profitability. Act as the strategic bridge between Marketing, KAM, Sales, and Channel teams to develop and execute integrated trade marketing plans aligned with business goals and channel P&L ownership.
I. JOB RESPONSIBILITIES:
Strategic Planning & Trade Marketing Leadership
- Own the annual and quarterly Trade Marketing for all CPG channels nationwide, aligned with brand and business objectives.
- Define the channel segmentation strategy, identify key growth drivers, and develop differentiated activation playbooks for each channel (On-Premises, Off-Premises, Online).
- Lead channel-level business planning in collaboration with Sales and Key Account teams, ensuring trade plans are embedded in the commercial strategy.
Channel Performance Management & P&L Ownership
- Oversee and drive performance across channels to meet revenue, volume, and profit targets.
- Monitor channel-specific P&Ls, optimize trade investment, and improve ROI across customer types and touchpoints.
Promotion & Activation Governance
- Oversee the design, deployment, and governance of all trade programs, including promotional calendars, in-store activations, ASMPQ visibility, and POSM development.
- Ensure activation excellence with strong controls on execution as of ASMPQ and in-store execution standards, budget adherence, and ROI analysis.
- Drive best-in-class execution through collaboration with cross-functional teams and third-party partners (agencies, suppliers).
Data, Insights & Process Optimization
- Lead post-activity evaluations, performance dashboards, and trade marketing effectiveness reviews (promotion, display, sampling, ...)
- Champion the use of off-take data and shopper insights to inform investment decisions, and channel development opportunities.
- Continuously improve trade processes, tools, and playbooks to elevate operational excellence and agility.
Leadership & Capability Building
- Build and lead a high-performing Trade Marketing team across channel verticals, instilling commercial mindset, operational discipline, and shopper-centric thinking.
- Foster collaboration across Marketing, KAM, Sales, Supply Chain, and F&A to ensure aligned execution and value creation.
- Develop succession plans and talent development roadmaps for the Trade Marketing function.
II. JOB REQUIREMENTS:
Education: Bachelors or Masters degree in Marketing, Business Administration, or a related field.
Experience: 812 years of experience in Trade Marketing, Channel Management, or Commercial roles within FMCG/ Food & Beverage, especially for Beverage/ Ready-to-drink products.
Work related skills
- Proven track record in managing trade strategies across multiple channels (modern trade, general trade, on-premises, and digital commerce).
- Strong analytical and strategic thinking; P&L ownership experience preferred.
- Excellent leadership, influencing, and cross-functional collaboration skills.
- Fluent in commercial planning tools, data analysis, and performance tracking systems.
Soft skills
- Microsoft (Excel, PPT)
- Power BI
- Advanced level of English
- E-commerce Management
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Tp on Vit Thi Quc T - Viet Thai International Group
VTI Group: Highlands Coffee, Pho24, ALDO, The Coffee Bean and Tea Leaf, Xu Restaurant & Lounge, Quince Saigon
Hotline: 028 3512 7358
119-127 Nguyen Co Thach St., Dist. 02, HCMC (Mon - Fri, 08:00 -17:00)
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