JOB DESCRIPTION
- Position: Trade Marketing Executive
- Department: Marketing
- Direct Report: Marketing Manager
- Location: HCMC
JOB SUMMARY:
At the heart of this role is creating and fulfilling consumer demand both at the point of purchase and consumption everywhere outside of the on-trade environment.
The primary purpose of this role is to design, implement, and manage the off-trade and e-commerce channels development strategy. The role must convert deep consumer and trade insights into a clear action plan that ensures demand creation through optimal presence, visibility, activation, and conversion of Golden Phoenix/Avanti brands appropriately segmented across different types of outlets and points of purchase.
KEY ACCOUNTABILITIES
1/ Strategic Planning:
- Lead Off-trade Trade Marketing to Develop Off-trade & E-com Channel Strategy and Operational Plans for implementation. Cooperate with regional trade marketing team to ensure smooth implementation of the trade marketing programs.
- Lead channel strategy for PRVN brands to be listed, displayed, and activated in a consistent manner in line with overall brand guidelines and company strategy; develop commercial planning calendar.
- Lead Tet project planning and deployment.
- Drive digitalized trade solutions execution with stronger integration with Scandi.
- Be the main driver with Commercial Excellence team to refresh on Off trade Channel Segmentation / Distribution target setting and deployment.
- Be the main driver for driving new MOC ‘Home Consumption’: From defining home consumption demand insights and behaviors, size of market, strategy & portfolio to engage across channels, to developing and implementing activation to ensure that ‘home consumption’ new products and services are listed according to agreed priorities and seasonality.
2/ Channel Demand Creation Activation & Visibility:
- Develop Product visual & POSM guidelines; allocate visibility budget by brands, channels, and regions; develop full-year and/ or seasonality schemes and promotion activities/ activations; be perceived as a legitimate “adviser” by the trade to engage outlets with consumers and provide added value to customers through Golden Phoenix/Avanti business solutions, with the purpose of driving sales and brand awareness.
- Winning Shoppers’ Path to Purchase in the assigned channels by innovative merchandising, and display to ensure brand appeared attractively to shoppers to call for purchase action.
- Develop & ensure implementation of Perfect Store Guideline, especially for Wines.
3/ Category Management:
- Source and analyze category insights and information to provide key customers well well-developed category management consultation to include range optimization, planogramming and display guidance.
- Build robust understanding of the shopper in the modern and traditional off trade and bring that perspective to marketing and sales teams as well as inject into trade activities and promotions
- Drive Point-Of-Sale effectiveness targets and deliver a strong ROI % on all spend.
4/ Business Information & Intelligence:
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