Senior Customer Marketing Manager/Trade Marketing (On-Trade)

Responsibilities

• Develop and execute On-Trade channel strategies to drive sales growth, market share, and category leadership across key retail customers.
• Translate brand and commercial strategies into customer-specific activation plans, promotions, and in-store execution programs.
• Lead Joint Business Planning (JBP) with Key Accounts and retail partners to deliver mutually beneficial growth opportunities.
• Drive excellence in assortment, shelving, visibility, pricing, promotion, and display execution to maximize shopper conversion.
• Develop annual promotion calendars and trade programs aligned with business objectives and customer priorities.
• Monitor and optimize trade investment effectiveness to ensure strong return on investment and sustainable growth.
• Analyze customer, shopper, and market insights to identify growth opportunities and recommend actionable strategies.
• Collaborate closely with Sales, Marketing, Supply Chain, and Finance teams to ensure successful execution of commercial initiatives.
• Track and report key performance indicators including sales growth, distribution, promotional effectiveness, category performance, and profitability.
• Build strong relationships with key retail customers and external partners to support long-term business growth.
• Lead and coach team members while fostering a high-performance and results-oriented culture.

Qualifications

• 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/Customer Marketing/Category Management for On-Trade channel
• Strong understanding of the Modern Trade landscape, including Hypermarkets, Supermarkets, Convenience Stores, and Cash & Carry channels.
• Proven experience managing key retail customers and driving Joint Business Planning initiatives.
• Strong commercial acumen with demonstrated success in delivering sales growth and trade investment optimization.
• Experience in developing and executing promotional strategies, shopper marketing programs, and customer activation initiatives.
• Strong analytical skills with proficiency in Excel, PowerPoint, and sales data analysis tools
• Excellent stakeholder management and influencing skills, with the ability to work effectively across cross-functional teams.
• Resilient, adaptable, and able to thrive in a fast-paced, high-performance environment
• Strong leadership capability with a passion, High self-awareness, continuous learning mindset, and ability to drive improvement
• Curious, innovative, and willing to challenge the status quo to improve channel performance
• High level of self-awareness, with the ability to reflect on successes and failures and continuously improve leadership effectiveness
• Good command of English
• Demonstrates the ability to use AI tools effectively, develop clear prompts, critically assess outputs, and incorporate AI into workflows to enhance efficiency and quality.