Define and lead end-to-end trade marketing strategy, ensuring clear prioritization across On-Trade and Off-Trade channels
Translate brand ambition into world-class in-market execution (EOE & PICOS), driving visibility, availability, and activation excellence
Lead channel and outlet segmentation strategies to ensure right brand, right outlet, right consumer execution
Design and scale high-impact trade programs and POSM strategies that elevate in-outlet experience and shopper engagement
Partner closely with Sales to deliver joint business plans and customer-driven growth initiatives
Own and optimize trade investment, balancing brand building with strong commercial ROI discipline
Drive performance culture, using data and insights to improve channel profitability and execution effectiveness
Build, lead, and inspire a high-performing trade marketing organization, developing strong capabilities and future leaders
Champion cross-functional alignment, ensuring seamless collaboration across Marketing, Sales, and Commercial teams
Qualification
Bachelor's degree or higher in Marketing, Business, or related field (MBA preferred)
Extensive 10+ years experience in FMCG / Alcohol / Beverage, with deep expertise across Trade Marketing, Channel Management, and/or Sales leadership
Proven track record of translating strategy into commercial results, demonstrating a strong ability to Deliver through disciplined execution and measurable impact
Strong sense of ownership and accountability with the confidence to make decisions, challenge assumptions, and lead from the front in a competitive market
Demonstrated resilience and adaptability with experience navigating complex channel dynamics, ambiguity, and high-performance environments
Deep commercial acumen with the ability to balance brand building and ROI, supported by data-driven decision making and continuous performance optimization
Strong leadership capability with a passion for developing people and building winning teams, fostering collaboration and accountability
High level of self-awareness, with the ability to reflect on successes and failures and continuously improve leadership effectiveness
Naturally curious and forward-thinking, with a drive to challenge the status quo and bring new ideas into trade and channel execution
Strong stakeholder management skills, with the ability to influence and align cross-functional teams across Marketing, Sales, and Commercial
Fluent in Thai with strong English communication skills
