PURPOSE

The Trade Marketing Manager is responsible for developing and executing commercial and trade marketing strategies for FP and PP to drive sales, market share and profitable growth across channels and customers. The role will leverage market, customer, shopper and category insights to identify growth opportunities, optimize commercial investments and translate business strategies into actionable initiatives. The role will also partner closely with Sales, Marketing, Commercial Finance and S&OP to drive business performance and ensure effective execution.

RESPONSIBILITIES

1. Commercial Strategy

Develop commercial strategies, growth initiatives and 3 years strategic plans (FP and PP) across channels and customers, leveraging market, shopper and category insights to drive sales, market share and profitability.

2. Trade Marketing Strategy & Planning

Develop and execute channel and customer-specific trade marketing plans aligned with overall business objectives, covering assortment, distribution, pricing, promotion, shelving and merchandising.

3. Market & Category Intelligence

Analyze market, category, competitor, pricing, promotional and distribution trends to identify growth opportunities and provide actionable recommendations to Sales and Marketing teams.

4. Business Performance Management

Lead weekly business performance reporting for the IBU team, including key customer and channel performance, with clear identification of gaps, opportunities and action plans.

5. P&L & Profitability

Partner with Commercial Finance to review monthly channel P&L performance, identify business drivers and profitability gaps, and develop actionable recommendations to drive profitable growth.

6. Trade Investment & Promotion Effectiveness

Partner with Sales Lead to manage trade investment and promotional spending by channel and customer, evaluating promotional effectiveness, ROI, volume uplift and incremental sales to optimize commercial investment and future promotional recommendations.

7. Shopper & Trade Activation

Lead the development and execution of shopper and trade activation programs, including in-store visibility, POSM and merchandising initiatives.

8. Cross-functional Execution

Collaborate with Sales, Marketing and cross-functional teams to translate insights into actionable commercial plans and ensure effective in-market execution.

9. S&OP / Inventory

Partner with the S&OP team to monitor FP and PP inventory levels, identify potential excess, slow-moving and supply risks, and provide recommendations to optimize inventory and minimize business impact.

10. Master Data Stewardship

Act as the Master Data Steward for Thailand, overseeing customer master data accuracy and completeness, identifying data gaps and discrepancies, and working with relevant stakeholders to develop and implement remediation plans where required.

QUALIFICATIONS

A minimum of 5 years of direct experience in the FMCG industry, with a preference for applicants from an MNC environment.
Bachelor's degree or higher in Business Administration, Economics, Marketing, or other related fields.
Proven experience in trade marketing and category management.
Strong commercial acumen, analytical and problem-solving skills.
Excellent communication, stakeholder management and interpersonal skills.
Strong negotiation skills and a passion for driving profitable sales growth.
Fluent in both Thai and English.
Strong strategic thinking, with the ability to work independently, proactively drive execution and influence cross-functional stakeholders.
Conversant with presentation and analysis tools, with advanced knowledge of Microsoft Office Excel, Word and PowerPoint.
Able to travel overseas for short business trips.