Trade Marketing Executive - Malaysia Foods

Overview

Trade marketing is a critical role that brings to life our amazing brands such as Lays, Lays Stax, Quaker Oats, Doritos, Cheetos in store to create smiles with every bite of our shoppers, consumers and trade partners. We are looking for a passionate, high performing Trade Marketing expert who can bridge the sales and marketing function to create compelling in-store execution for our brand campaigns, promotions and NPD launches. This is a hands-on role that will act as the key liaison with the marketing, commercial and distributor teams.

Responsibilities

BRAND STRATEGY EXECUTION EXCELLENCE:

• Lead in monthly cycle meetings & work with distributor team to develop monthly trade bulletin development to ensure overall national campaign & channel execution details clearly communicated to distributor teams.
• Work with Distributor team to ensure timely innovation pipeline & track performance according to AOP commitment.
  
  

PROMOTION DEPLOYMENT AND MANAGEMENT:

• Identifying key accounts for National Promotion implementation and align on allocations based on growth targets
• Work with Channel Leads & Distributor teams to develop Channel exclusive promotions to drive sales /close sales gaps.
• Work closely with Distributor teams to ensure Co-packing and product rework (stickering) is being done on a timely basis to meet trade selling plans.
• Work with distributor team to ensure promo tracking update for promotion executions based on agreed timeline and provide timely feedback on what's working well and what's not during execution for immediate rectification.
• Perform promotion evaluation to gauge promotion effectiveness and share learnings and recommendations for future promotions
  
  

POINT OF SALE MATERIALS DEVELOPMENT AND DEPLOYMENT

• Developing execution plan of POSM materials in-line with agreed sales & marketing Plan
• Work with agency to design POSM that translates brand’s campaign key message into relevant BTL communication for driving awareness and consideration among shoppers
• Propose and align on impactful display supports to gain strong visibility in key accounts
• Work closely with distributor KAM and Merchandisers to ensure timely placement of marketing materials in-store (POSM/Promo price up on time, promo stock availability) & ensure monthly tracking and report POSM deployment per plan
  
  

IN-STORE ACTIVATION MANAGEMENT:

• Leads in Activation, Sampling and consumer engagement initiatives as per marketing campaigns and work closely with agency & distributors on store selection & executions.
• Work with agency on appointment, training & reviewing of promoters to ensure only the best represent our brands in the right way in front of consumers and shoppers
• Perform in-store activation execution and share learnings and recommendations for future activations
  
  

AGENCY/VENDOR MANAGEMENT:

• Identify & source vendors for Marketing Initiatives (Activation, Sampling, Premiums etc.) and support PEP Marketing team negotiate pricing, scope etc.
• Appoint and manage agency vendors basis need scope for Promotions, POSM development and deployment, activation, sampling etc.
  
  

Qualifications

• Bachelor’s degree in a relevant field (e.g., Business Administration, Finance, Office Administration, etc.).
• Min. 5 years of experience in trade marketing and/or sales operations preferably within the FMCG or a related industry
• Proficiency in Microsoft Excel, Powerpoint is required; experience with other data analytics/dashboard tools (e.g. PowerBI, SAP) is a plus.
• Strong project management and stakeholder management skills, with experience in collaborating with distributors and retailers, and ability to work cross-functionally.
• Excellent written and verbal business English communication, with the ability to influence and guide leaders/partners/vendors.