Trade Channel Marketing Executive - Pet Food (Individual Contributor)

About The Job

Position Title: Trade Channel Marketing Executive - Remote

Level: Assistant Manager (Individual Contributor)

Department: Trade Marketing

Location: Malaysia (supporting Southeast Asia, New Zealand, Australia, and the United States)

Job Classification: Individual Contributor

Reports To: Head of Trade Marketing (APAC)/Marketing Director

Job Purpose

The Trade Channel Marketing Executive is responsible for driving in-market execution and visibility of our pet food brands across key channels and markets. Based in Malaysia, this role supports Southeast Asian countries and selected global markets (NZ, AU, US) by localising global strategies into channel-ready programs, coordinating trade promotions and in-store/online activations, and tracking commercial performance. The role ensures our brands win at the point of sale—online and offline—through effective trade programs, strong distributor/retailer support, and data-driven optimization.

Key Result Areas (KRAs) & Responsibilities

Trade & Channel Program Execution:

• Support the planning and rollout of trade marketing programs for assigned markets (SEA, NZ, AU, US) in alignment with brand and sales strategies.
• Localise global/regional campaigns into channel-specific activation plans (modern trade, general trade, pet specialty, veterinary, e-commerce).
• Prepare trade decks, sell-in materials, and program toolkits for distributors, key accounts, and field sales teams.
• Coordinate promo calendars, listing and relisting activities, price mechanics, and in-store/online campaigns with sales and distributors.
  
  

Channel Activation, POSM & Visibility

• Execute in-store activation plans including POSM deployment, gondola ends, shelf strips, wobblers, and shopper education materials.
• Support e-commerce and omnichannel activations (e.g., campaign pages, banners, vouchers, bundles) in collaboration with digital and e-commerce teams.
• Manage POSM inventory, allocations, and distribution to markets; ensure proper usage, compliance with brand guidelines, and timely replenishment.
• Assist in planning and executing pet events, trade shows, and customer activations to drive trial and brand visibility.
  
  

Performance Tracking, Analysis & Reporting

• Track performance of trade promotions and channel programs (sell-in, sell-out, off-take, distribution, visibility KPIs).
• Consolidate data from distributors, retailers, and internal systems into regular reports and dashboards for Sales and Marketing.
• Identify gaps and opportunities by channel, account, and market, and propose corrective actions or test-and-learn initiatives.
• Monitor competitor activities (pricing, promotion, visibility, NPD) and share structured insights with stakeholders.
  
  

Stakeholder & Partner Collaboration

• Collaborate closely with Sales, Key Account Management, Brand Marketing, E-commerce, and Supply Chain to ensure aligned execution.
• Work with distributors and key retail partners to secure visibility, implement agreed programs, and resolve on-ground issues.
• Support training for distributor and field sales teams on brand fundamentals, product knowledge, and key trade programs.
• Maintain clear documentation and communication of plans, timelines, and expectations to all stakeholders.
  
  

Ad Hoc Projects & Continuous Improvement

• Participate in cross-functional projects (e.g., new market launches, channel pilots, merchandising standards, process improvements).
• Continuously look for ways to simplify reporting, streamline trade processes, and enhance the quality of in-market execution.
  
  

Job Specifications/Qualifications

• Bachelor’s degree in Marketing, Business, Management, or related field.
• 2–5 years’ experience in Trade Marketing, Channel Marketing, Shopper Marketing, or related commercial role in FMCG; pet food or pet care experience is an advantage.
• Exposure to multi-country or regional roles (preferably SEA; experience or familiarity with NZ/AU/US markets is a plus).
• Good understanding of trade channels: modern trade, general trade, pet specialty/vet channel, and e-commerce.
• Strong numerical and analytical skills; comfortable working with Excel/Sheets and sales data (off-take, share, distribution, promo uplift).
• Experience working with distributors and/or key accounts is strongly preferred.
• Proficient in English (spoken and written); Bahasa Malaysia or other regional languages are an advantage.
• Willing to work with different time zones and occasionally travel to markets as required.
  
  

Core Competencies

Role-Specific Competencies:

• Channel & Shopper Understanding – Knows how different channels operate and how shoppers behave in pet food and FMCG environments.
• Trade Program Execution – Able to translate plans into clear activation steps, timelines, and checklists for partners and field teams.
• Data-Driven Decision Making – Uses numbers to evaluate promotions, identify gaps, and recommend improvements.
• Project & Time Management – Manages multiple markets, campaigns, and stakeholders while meeting deadlines.
  
  

Behavioural Competencies

• Results-Oriented & Proactive – Driven to deliver commercial impact and take initiative without waiting to be told.
• Collaboration & Stakeholder Management – Builds good working relationships with sales, distributors, and external partners.
• Communication Skills – Clear, structured, and professional in written and verbal communication across cultures and time zones.
• Adaptability & Learning Mindset – Comfortable working in a fast-moving, multi-country environment and open to learning about new markets, systems, and tools.