The Assistant Trade Marketing Manager will lead retail marketing strategy and execution to drive brick-and-mortar performance, consumer engagement, and in-store excellence across all key retail channels.
This role is responsible for maximizing counter productivity, conversion rates, and client experience through best-in-class trade marketing planning, retail animations, CRM activations, and visual merchandising excellence.
Acting as the key bridge between Marketing, Sales/Retail, and external partners, this role translates brand and product priorities into high-impact retail programs, experiential activations, and commercial strategies that deliver sustainable business growth while preserving the luxury positioning of the brand.
KEY RESPONSIBILITIES
Retailer Strategy & Calendar Ownership
- Develop and execute annual/monthly trade marketing plans by retailer and channel to aggressively drive retail growth blocks.
- Achieve trade target with sampling, exclusive offers and GWP by channel - plan, allocate and ensure the effectiveness of each campaign (monthly or special).
- Deploy monthly trade marketing campaigns (promotions, activities, communication, mechanics, directions, product focus) to retail teams and retailers.
Experiential Animations & Pop-Ups:
- Mastermind and execute high-impact retail activations, consumer workshops, and counter animations, ensuring strict return-on-investment (ROI) post-campaign evaluations.
- Act as a key lead for workshops, on-counter activities and CRM events to leverage customer engagement with external and internal stakeholders (event organizers, graphic, commercial teams, retail teams, IT, and retailers).
Retail Productivity Analytics
- Continuously analyze counter traffic, transactions, and conversion rates across branches to deploy agile, tactical interventions that optimize counter space productivity.
- Drive the execution of CRM initiatives through retail activations, consumer events and engagement campaigns.
- Prepare and present deep-dive monthly and ad-hoc performance reports, including BRM analyses, flash sales reports and market and competitor movement insights.
Visual Merchandising Mastery
- Direct and audit the monthly execution of Visual Merchandising (VM) updates and point-of-sale materials (POSM), maintaining prestige brand standards across all counters.
- Forecast, allocate and ensure the Visual Merchandising units are fully distributed to the store with proper VM guideline for installation/set up.
New Counter Architecture
- Act as the project lead for new counter openings, renovations, and temporary pop-up structures, ensuring seamless operational readiness and cross-functional alignment.
Cross-Functional Enablement
- With Product Lead, take their product priorities and build retail exclusive bundles/animation themes around them.
- With retailers, handle the day-to-day tactical relationships and execution space with the store managers.
REQUIREMENTS
- Bachelor's or Master's degree in Marketing, Business, or related field.
- At least 5 years of experience in Trade Marketing, Retail Marketing, or Channel Marketing; experience in luxury beauty or premium consumer brands preferred.
- Strong understanding of retail KPIs and commercial drivers (e.g., traffic, conversion, ATV, sell-through).
- Proven experience in retail activations, CRM, and in-store execution across multiple channels.
- Hands-on experience managing end-to-end campaigns and retail projects (e.g., animations, pop-ups, VM rollout).
- Good knowledge of visual merchandising and maintaining premium brand standards.
- Strong analytical, project management, and stakeholder management skills.
- Proactive, detail-oriented, and results-driven; able to manage multiple priorities.
- Excellent communication skills; fluent in Thai and English.
