Tuyển dụng Channel Marketing Supervisor – Asian On-Trade (South) tại Hồ Chí Minh

1. JOB IDENTIFICATION

Job Title: Channel Marketing Supervisor – Asian On-Trade (South)

Department: Trade Marketing

Region: South (Ho Chi Minh City & surroundings)

Direct Supervisor: Trade Marketing Manager (On-Trade & South)

Work Location: Ho Chi Minh City

2. JOB SUMMARY

The Channel Marketing Supervisor – Asian On-Trade is accountable for developing and executing channel-specific marketing plans across four Asian On-Trade sub-channels: High Energy Bars (HEB), Night Clubs (NC), Asian Restaurants (AR), and Traditional On-Trade (TOT). Planning for Nationwide & Execute in the South region. The role drives demand creation, brand visibility, and trade engagement to deliver profitable, sustainable volume growth for Pernod Ricard Vietnam brands.

The role demands full commitment to the channel: deep in-outlet presence, close commercial collaboration, and the analytical rigour to track performance and surface actionable insights. The incumbent is expected to proactively propose creative, data-driven improvements across sub-channels and to translate those proposals into structured, well-resourced plans with clear KPIs and accountability.

Scope covers in-outlet brand activations/Promotion. Thematic campaigns and product launches are excluded from this role’s ownership.

3. KEY ACCOUNTABILITIES

3.1 Sub-Channel Strategy & Annual Planning

• Develop a dedicated, sub-channel-level annual activation plan for each of the four Asian On-Trade sub-channels (HEB, NC, AR, TOT), aligned to PRVN brand priorities and the overall commercial planning calendar.

• Define clear objectives, strategies, activities, timelines, budget allocations, and success KPIs for each sub-channel plan; present and gain buy-in from the Trade Marketing Manager and commercial stakeholders before the budget year begins.

• Incorporate seasonal spikes (Tet, mid-year, year-end), sub-channel occasions (e.g., bottle-service season in NC, gifting season in AR), and brand innovation launches into each sub-channel activation roadmap.

• Lead end-to-end planning of the Tet mega-project across all four sub-channels, coordinating with Sales, Brand, Supply Chain, Finance to ensure flawless execution.

• Conduct an annual sub-channel review (post-mortem) to assess what worked, what did not, and what must change — using findings to shape the following year’s plan.

3.2 In-Outlet Activation & Execution

• Design and implement activation programs tailored to each sub-channel’s consumer occasion and outlet profile: Ex: bottle-service mechanics; food-pairing experiences for AR; affordable sampling and serve education for each sub channels.

• Develop seasonal promotional schemes, in-outlet events, sponsorship activations, and branded experiences (Gift with purchase, staff incentive nights...etc) that increase brand presence and consumer engagement.

• Oversee POSM and visibility materials: brief design, manage production, allocate by sub-channel and outlet tier, and conduct compliance audits post-deployment.

• Manage activation agency partners: write briefs, review proposals, approve mechanics, and hold agencies accountable for on-time, on-budget, on-quality delivery.

• Conduct regular outlet visits (minimum frequency by sub-channel tier defined in the annual plan) to assess execution quality, capture insights, and maintain relationships with key outlet contacts.

3.3 Commercial Tracking & Insights

• Work in close partnership with the Area Sales Managers and CDP to obtain a real-time understanding of sell-out performance, distribution health, and competitive activities across all four sub-channels.

• Establish a structured monthly tracking rhythm: consolidate volume data, activation compliance scores, visibility audit results, and qualitative field observations into a single sub-channel performance dashboard.

• Identify performance gaps (e.g., under-activation in AR, declining visibility in HEB) and proactively propose corrective actions — do not wait for management to flag issues.

• Synthesize insights from outlet visits, sales data, and consumer feedback to understand the ‘why’ behind numbers; present these insights in a clear, actionable format to the Trade Marketing Manager and commercial teams.

• Monitor competitor activation activity across sub-channels: mechanics, spend levels, agency choices, outlet coverage — and use competitive intelligence to sharpen PRVN’s own plans.

• Flag emerging trends within each sub-channel (new venue formats, evolving consumption occasions, changing consumer demographics) and proactively recommend strategic responses.

3.4 Planning, Reporting & Performance Management

• Produce and own the following recurring planning and reporting deliverables on time and to a high quality:

◦ Annual Sub-Channel Activation Plans (one per sub-channel) with full budget breakdown, activity calendar, and KPI framework.

◦ Monthly Channel Performance Report: volume vs. target by sub-channel, activation compliance, budget tracking, key wins, key risks, and recommended actions.

◦ Post-Activity Evaluation Reports for every major activation or event: objectives, execution assessment, ROI, and learnings.

◦ Quarterly Business Review Deck (Trade Marketing chapter): consolidated sub-channel view for senior management.

• Maintain an up-to-date sub-channel activity tracker (shared with Sales) that shows planned vs. actual activities, outlet coverage, and spend vs. budget in real time.

• Present channel plans and performance updates in internal reviews with clarity, confidence, and a data-backed point of view; own the narrative rather than just reporting numbers.

• Ensure 100% accuracy of Trade A&P accruals and spend reports submitted to Finance; flag variances above agreed thresholds immediately.

3.5 Budgeting & Trade A&P Management

• Build the annual Trade A&P budget for the Asian On-Trade channel, broken down by sub-channel, brand, region, and activity type; align with the Trade Marketing Manager during the budget planning cycle.

• Monitor actual vs. planned spend monthly; proactively reallocate budget across sub-channels or activities when market dynamics shift, ensuring full spending of approved budget without overspending.

• Evaluate ROI of activations; use post-activity data to drive more efficient future investment (e.g., shift spend from low-ROI TOT mechanics to high-ROI HEB experiences if data supports it).

• Ensure all Trade A&P spend complies with PRVN financial policies, Responsible Marketing standards, and Vietnamese regulatory requirements on alcohol advertising and promotions.

3.6 Customer Segmentation & Trade Development

• Maintain and evolve the PROS outlet segmentation for the Asian On-Trade channel; ensure service packs and activation levels are appropriately tiered by outlet priority and sub-channel.

• Design and manage trade development programs that build advocacy within each sub-channel: bartender and staff education programs (brand knowledge, serve standards, cocktail training) for HEB/NC; sommelier-style cognac training for AR; basic brand education sessions for TOT.

• Develop sales tools, menu solutions, and brand education materials that enable the Sales team and outlet staff to confidently sell and serve PRVN brands in the right sub-channel context.

• Build and maintain a network of key outlet advocates (head bartenders, outlet managers, F&B directors) who can act as brand multipliers within their sub-channel peer groups.

3.7 Cross-Functional Collaboration & Stakeholder Management

• Maintain daily/weekly working alignment with the commercial team (ASMs, KAEs) to co-create activation plans that are commercially viable and executable at the outlet level; this collaboration is essential for generating the sub-channel insights that drive proactive proposals.

• Brief Brand Managers on channel-specific requirements, sub-channel activation performance, and trade feedback; translate brand campaign materials into channel-relevant executions.

• Coordinate with Supply Chain on POS material production schedules and delivery timelines; escalate risks early to avoid activation delays.

• Liaise with Finance on budget accruals, payment processing for agency partners, and audit queries.

• Represent the Asian On-Trade channel in all relevant internal forums (quarterly planning, budget reviews, brand planning workshops) with a clear, insight-backed channel perspective

4. JOB REQUIREMENTS

Education & Experience<

Yêu cầu công việc

4. JOB REQUIREMENTS

Education & Experience

• Bachelor’s degree in Marketing, Business Administration, or a related field; MBA is an advantage.

• Minimum 5 years’ experience in Trade Marketing, Channel Marketing, or Sales within FMCG, spirits, beer, or beverage industries.

• Demonstrated hands-on experience working across the Asian On-Trade universe — ideally with direct exposure to HEB, NC, or premium restaurant environments in Ho Chi Minh City or other Tier-1 Vietnamese cities.

• Proven track record of developing sub-channel activation plans, managing trade budgets, briefing agencies, and delivering measurable channel results.

• Experience working in a multinational company is strongly preferred.

Technical & Functional Competencies

• Deep knowledge of the Asian On-Trade channel: outlet typologies, consumer occasions, competitive landscape, and on-trade purchase-decision dynamics across HEB, NC, AR, and TOT.

• Strong planning skills: able to build structured, multi-sub-channel annual plans with clear timelines, activity calendars, and budget breakdowns.

• Strong reporting and analytical skills: able to interpret sell-out data, activation compliance results, and field observations, and translate them into clear, decision-enabling insights; proficient with Excel (pivot tables, charts, dashboards) and PowerPoint.

• Budget management and basic financial acumen: P&L awareness, ROI calculation, Trade A&P governance.

• Brand and category management fundamentals: consumer behaviour, customer segmentation (PROS), POS/visibility management, category strategy.

• Fluent Vietnamese and business-proficient English (written and spoken).

Leadership & Behavioural Competencies

• Full Channel Commitment: Willing to be present in outlets during evening and weekend activation windows; treats the channel as a priority, not just a responsibility.

• Proactive & Insight-Driven: Does not wait to be told — continuously monitors performance, identifies gaps, and submits creative, well-reasoned proposals for change.

• Rigorous Planning & Follow-Through: Builds detailed plans and tracks execution relentlessly; holds self and others accountable to timelines, quality standards, and budgets.

• Commercial Partnership Mindset: Works as a true partner to the Sales team — listens to field reality, co-creates solutions, and earns trust through consistent delivery.

• Clear Communication & Storytelling: Translates complex channel data into simple, compelling narratives for both senior management and field teams.

• Creative Problem-Solving: Finds innovative, channel-specific activation ideas that stand out in a competitive on-trade environment.

• Integrity & Responsible Marketing: Champions PRV’s Code of Business Conduct and Responsible Drinking standards at all times.

Quyền lợi

• Thưởng: Competitive Salary Package
• Chăm sóc sức khoẻ: Premium Health Insurance for employee and family member
• Nghỉ phép có lương: Dynamic and Fast Growing Company