Trade Marketing Manager (Dairy / Mom & Baby Sector)

1. Trade Marketing Strategy & Shopper Insights

- Develop comprehensive annual and quarterly trade marketing strategies aligned with company sales targets and brand objectives for the dairy and nutritional product portfolio.

- Design and execute channel-specific activation blueprints tailored for GT, MT, Mom & Baby chains, and E-commerce platforms.

- Formulate shopper marketing initiatives and consumer conversion frameworks to directly influence the purchasing decisions of parents and caregivers at the point of sale.

- Spearhead trade launch plans for New Product Introductions (NPI), ensuring rapid pipeline filling, maximum numerical distribution, and high-impact visibility.

2. Channel Development & Excellent Execution

- Lead nationwide commercial trade programs, promotional activities, and visibility campaigns (e.g., loyalty point accumulations, gift-with-purchase programs popular in the Mom & Baby channel).

- Define, standardize, and enforce strict execution guidelines for product displays, custom quầy kệ (milk shelves, diaper islands), POSM, merchandising, and in-store activations.

- Conduct regular field audits to ensure stellar execution quality, planogram compliance, and share of shelf (SOS) leadership across all channels and territories.

- Collaborate intimately with the Sales team (Key Account Executives, ASMs, Supervisors) to optimize sell-out efficiency and enhance overall distribution health.

3. Digital Commerce & Store-Level Online Activation

- Develop digital trade marketing and O2O (Online-to-Offline) strategies to drive traffic and boost sell-out for retail partners and baby shop systems.

- Oversee and coordinate specialized content creation for live-streaming, TikTok, Facebook, and Shopee campaigns targeting the "Mom & Baby" digital community.

- Empower local retail chains and independent stores by co-organizing interactive livestream selling programs (featuring nutritional consultations and exclusive flash deals).

- Partner with KOLs, KOCs, and trusted industry influencers (Hot Moms, pediatricians, nutrition experts) to drive authentic shopper engagement and brand credibility.

- Synchronize TikTok Shop and social commerce campaigns with physical retail stores and regional distributors.

-  Optimize on-platform search visibility, keyword rankings, and digital shelf placement across major E-commerce marketplaces to maximize online conversion rates.

- Work hand-in-hand with the Brand Marketing team to ensure all digital trade assets seamlessly reflect the overall brand equity and messaging.

4. Promotion & Campaign Management

- Design, budget, and manage trade promotions, consumer promotions, and high-volume seasonal campaigns (e.g., International Children's Day, Mid-Autumn Festival, Back-to-School, Lunar New Year).

- Conduct rigorous post-mortem analyses on all major trade spendings to measure promotional effectiveness and overall Return on Investment (ROI).

- Localize and translate corporate brand assets into high-converting point-of-purchase activations customized for specific key retailers.

- Provide dedicated trade support to strategic accounts and premium baby shops through co-branded marketing efforts and exclusive store-level activations.

5. Budget & Performance Management

- Manage the allocated Trade Marketing budget with high efficiency, maintaining strict cost controls and maximizing investment returns (ROI).

- Regularly analyze market research data (Nielsen IQ, Kantar, retail audit reports), sell-out trends, and competitor movements within the dairy consumer landscape to stay ahead of market shifts.

- Deliver data-driven, actionable recommendations to senior leadership to optimize channel productivity and expand market share.

6. Team Leadership & Capability Building

- Lead, mentor, and coach Regional Trade Marketing Managers, Trade Executives, and field execution forces (including PG/PB supervisors in the dairy sector).

- Establish and optimize standard operating procedures (SOPs), trade execution guidelines, and automated field reporting workflows.

- Foster a highly collaborative, cross-functional synergy among the Sales, Brand Marketing, and Trade Marketing divisions.

- Continuously elevate the professional trade marketing capabilities of the organization on a national scale.

Yêu cầu ứng viên

• Education: Bachelor’s degree in Marketing, Business Administration, or a related field.
• Experience:
  - Minimum 5–7 years of robust experience in Trade Marketing within the FMCG industry.
  - At least 2–3 years of specialized experience specifically within the Dairy, Infant Nutrition, or Mom & Baby product segments is highly mandatory.
• Industry Knowledge: Deep, intuitive understanding of shopper psychology regarding bỉm sữa (diaper & milk) consumers.
• Strong network, existing relations, and practical operational experience working with major Mom & Baby chains (Con Cưng, Kids Plaza, Bibo Mart, etc.), as well as high-performing GT and MT networks nationwide.
• Digital Proficiency: Proven experience in digital commerce activations, livestream commerce, and managing social commerce campaigns (TikTok/Shopee/Facebook) is highly preferred.
• Core Skills: Exceptional data analysis abilities, strategic planning, project management, and strong leadership/people management skills.
• Language: Professional proficiency in English (both verbal and written communication) is preferred.

Quyền lợi được hưởng

• 13th-month salary bonus
• Full statutory benefits (social insurance, health insurance, unemployment insurance, paid annual leave, sick leave, maternity leave, etc.)
• Holiday and festival gifts or bonuses
• Support from the labor union (wedding, childbirth, sickness, etc.)
• Team-building activities, year-end party, and monthly staff birthday celebrations
• Annual health check-up
• Work from home one day per month
• Internal purchase discount