Trade Marketing Executive

A. Overview

The Trade Marketing Executive ensures Karofi's brand story, product benefits, and promotional campaigns are
brought to life at the retail level
across malls, kiosks, partner stores, and activations. This role bridges Marketing and Sales—transforming brand strategies into
powerful in-store experiences
that drive visibility, shopper engagement, and sell-through.

The Trade Marketing Executive is responsible for crafting the
retail narrative
of Karofi: from how products are displayed, to how promos are communicated, to how customers experience the brand inside stores. This role requires strong execution skills, advanced data analytics capability, retail insight, and the ability to collaborate across multiple teams to meet monthly sales targets.

B. Key Responsibilities

Key Responsibilities

1. Retail Activation & Channel Execution

• Plan, coordinate, and execute
  in-store activations, retail promotions, roadshows, and mall events
  .
• Support new
  store and kiosk openings
  with launch plans, merchandising setups, and collateral deployment.
• Translate brand campaigns into
  on-ground executions
  that resonate with shoppers.

2. Merchandising, Display & Shopper Experience

• Conduct regular merch audits to ensure:

• Correct branding

• Updated POSMs

• Accurate pricing

• Proper planogram execution

• Visibility of hero SKUs

• Identify display enhancements to improve shopper flow, dwell time, and conversion.

• Recommend innovations for retail storytelling (e.g., QR displays, demo stations, lifestyle visuals).

3. Trade Promotions & Seasonal Campaigns

• Develop channel-specific promotions tailored for:

• Malls

• Modern trade

• Partner stores

• Retail kiosks

• Coordinate monthly promo cycles aligned with Marketing and Sales priorities.

• Track promo effectiveness through uplift metrics, foot traffic, and sell-through performance.

4. Cross-Channel Coordination

• Work closely with:

• Marketing (campaign messaging, creative alignment)

• E-Commerce (platform promos, cross-channel consistency)

• Sales (store needs, competitive insights)

• Operations (deployment, logistics, manpower)

• Ensure
  unified brand storytelling
  across retail, digital, and promotional campaigns.

5. Analytics, Performance Tracking & Insights

• Track store-level KPIs:

• Foot traffic

+
Conversion rate

• Units sold per SKU

• Average ticket size

• Promo performance

• Analyze data to guide:

• Display improvements

• Promo design

• Retail investments

+
Territory and channel prioritization

+
Prepare weekly and monthly reports highlighting insights, risks, and opportunities.

6. Supplier, Vendor & Store Coordination

• Manage POSM production (A4/A2 posters, standees, banners, permanent fixtures).
• Coordinate with partners for fabrication, logistics, and manpower requirements.
• Ensure timely delivery and high-quality execution of all trade materials.

C. Qualifications

• Bachelor's Degree in Marketing, Business, Communications, or related course.
• 2–3 years experience in Trade Marketing, Retail Activation, or Channel Marketing.
• Strong ability to translate brand campaigns into retail storytelling and in-store experiences.
• Advanced analytical skills; able to interpret sales data, shopper insights, and channel performance.
• Excellent presentation and communication skills.
• Highly organized, proactive, and comfortable handling multiple concurrent projects.
• Willing to travel for store visits, activations, and audits.
• Experience in appliances, consumer electronics, FMCG, or retail is an advantage.

About us

Karofi, a member of Tecomen Group (est. 2006), is Vietnam's No.1 water purifier brand, specializing in advanced household solutions such as water purifiers, air purifiers, and hot & cold dispensers.

With a 36,000 m² manufacturing hub producing over 2 million purifiers and 30 million filters annually, Karofi exports to 50+ countries and serves 10,000+ sales points worldwide.

Driven by cutting-edge technologies like AiOTec and Voice Call, we are on a mission to become a Top 3 global leader in water and air solutions by 2040.

Joining Karofi means becoming part of a dynamic, innovation-driven international team, where your expertise contributes directly to improving lives through cleaner water and healthier air — while enjoying competitive benefits, growth opportunities, and a collaborative culture.