Position Overview:
This position will take on the critical role of managing and supporting our business partners across the Southeast Asia and Greater China regions. As the Trade Marketing Manager, you will play a pivotal role in guiding and supporting our business partners in the visibility and executions of our impulse product category. This position requires a strategic thinker with a strong grasp of SEA and GC retail environments and shopper behavior, focused on maximizing in-store presence with multiple touch points to drive impulse purchases.
Your primary responsibility will involve providing business partners with the necessary tools, guidelines, and analytical support to ensure effective in-store activations. You will collaborate with internal and external teams to develop strategies, monitor implementation, and provide insightful analysis to enhance the impact of trade marketing initiatives.
Reporting to Head of Trade Marketing Haribo Asia Pacific based in Singapore.
Responsibilities:
- Act as a key advisor to business partners, providing them with best practices, tools and frameworks to drive effective in-store activations and enhance brand visibility.
- Track and evaluate the effectiveness of trade marketing activities, providing data-driven insights and actionable recommendations to optimize results.
- Create and disseminate comprehensive trade marketing guidelines, ensuring consistency and alignment with brand and category objectives across the region.
- Conduct in-depth analyses of sales data, shopper insights, and retail trends to support business partners in decision-making and performance improvement.
- Prepare detailed reports for Senior management that highlight performance metrics, ROI on trade marketing activities, and recommendations for future strategies.
- Collaborate with internal teams (sales, marketing, and category management) to ensure trade marketing strategies are aligned with overall business objectives.
- Stay up-to-date with regional retail trends, shopper behavior, and competitor activities to continually refine trade marketing strategies and provide relevant insights.
- Oversee adherence to brand guidelines and in-store activation standards by partners, ensuring high-quality execution and brand consistency.
- Conduct regular visits to retail locations to assess the effectiveness of merchandising and promotional activities, providing actional feedback and recommendations for improvement.
- Understand and track trade marketing budget to ensure effective resources allocation and prepare the report on budget expenditures analysing the effectiveness of spend against performance outcomes.
Requirements:
- Bachelor's degree in marketing, Business Administration, or a related field.
- Minimum 5 years of experience in trade marketing, category management, or a related field, with a focus on impulse products or FMCG, ideally in SEA and GC region.
- Fluency in English is required; proficiency in additional languages relevant to SEA and GC regions (such as Mandarin, Thai, Vietnamese) is an advantage.
- Strong understanding of retail dynamics and shopper behaviour, particularly in the impulse purchase space or FMCG.
- Proven ability to develop and execute successful trade marketing campaigns that drive visibility and sales.
- Excellent analytical skills, with the ability to interpret data and make data-driven decisions.
- Exceptional communication and interpersonal skills, with a talent for building relationships and influencing stakeholders.
- Proficient in using Microsoft software and data analysis tools, like Nielsen and retailer scan data.
- Willingness to travel throughout the SEA and GC regions for approximately 30% - 40% of the year.
