Trade Marketing Manager

The Trade Marketing Manager for the Philippines leads national trade marketing activities, including campaign planning, POSM execution, and distributor engagement. This role ensures alignment with business objectives by managing trade activations, monitoring performance, and fostering collaboration with sales teams and distributor. The TMM focuses on optimizing trade marketing strategies to drive growth and market competitiveness within the Market. This role requires a results-driven marketer with expertise in trade marketing execution, distributor engagement, and campaign performance analysis. This role has a dual reporting line, functionally to the Head of Marketing and operationally to the Territory Development Manager in charge of Asia.

Key Accountabilities

Annual Marketing Calendar

• Create a detailed plan for marketing activities throughout the year, aligned with business objectives.
• Plan marketing efforts to align with seasonal demand and consumer behaviours.
• Provide input into consumer research projects, spearhead consumer panel testing for new product developments and conduct mini focus groups to build consumer insights and provide feedback to Category, Sales and R&D.
• Through market visits and insight data, evaluate and monitor own execution and competitor performance to identify opportunities for growth and challenges to overcome.

BTL Communication

• Create comprehensive toolkits for campaign execution across POS materials and other marketing assets.
• Develop toolkits specifically for new product launches, ensuring alignment with brand strategies.
• Plan activations and roadshows to promote the brand and engage with target audiences in person.
• Develop budgets for activations and align them with the overall marketing strategy.
• Be the ultimate brand guardian for the market: manage and oversee the production of any media and communication and localize where necessary, ensuring compliance with brand guidelines and strategy.

Performance Tracking

• Work closely with Sales Teams in reviewing and monitoring the A&P budgets and activities by market to ensure the right balance between brand building and volume drivers.
• Monitor and analyse the performance of trade activations to assess effectiveness.
• Report on the execution of marketing activities, including learnings and recommendations.
• Manage marketing agencies to ensure timely and high-quality execution.

Trade Engagement

• Coordinate with the sales team to ensure alignment on trade marketing activities and activations.
• Engage distributors to ensure the successful execution of trade marketing strategies and activations.
• Communicate with key customers alongside the Sales & Distributor teams to showcase our portfolio differentiation and present our marketing campaigns.

Ideal Candidate profile:

Education

• A bachelor's degree in marketing, business administration or relevant field.
• Fluency in English and Tagalog. Cebuano and/or Ilocano and/or Hiligaynon is a plus.

Experience

• A minimum of 5 years' experience in the fast-moving consumer goods industry within Sales and/or Trade Marketing.
• Experience in working with Distributors to manage brands
• Experience in managing multiple brands across diverse market landscapes.
• Experience in Powdered Drinks category is preferred.

Technical Skills

• Campaign planning tools
• Audience segmentation methods
• POSM design tools
• Activation planning templates
• Events development & management
• Business Process Improvement Methodologies
• Cross-Functional Alignment
• Negotiation Skills

Competencies

• Judgement & Decision Making
• Assertiveness
• Drive for Results
• Building Strategic Partnerships
• Presentation and Facilitation
• Business Acumen
• Modelling (Leading by Example)
• Monitoring & Measuring

Travel

• Able to travel across the market to 80 nights or more a year.

Location

Manila, Philippines