Head of Trade Marketing
1 week ago
Position Overview
Our Client is seeking a commercially-minded and strategic Head of Trade Marketing to bridge the gap between our brand strategies and sales execution. This role is critical in driving the "sell-out" process across all distribution channels, including B2B, Modern Trade (MT), and General Trade (GT). You will be responsible for translating brand marketing plans into actionable channel strategies that increase product visibility, enhance brand presence at the point of sale, and ultimately drive revenue growth for our portfolio of premium food products.
Key Responsibilities1. Channel Strategy & Activation
- Develop and implement tailor-made trade marketing strategies for various channels (HORECA, Modern Trade, and Retail) to ensure maximum brand penetration.
- Design and manage the annual trade marketing calendar, ensuring promotional activities are aligned with seasonal trends and business cycles.
- Create channel-specific "Picture of Success" (PicS) guidelines to define standards for visibility, availability, and pricing.
- Conceptualize and execute high-impact promotional programs and consumer activation campaigns to drive volume and market share.
- Manage the end-to-end process of trade promotions, from budget allocation and mechanic design to field execution and ROI analysis.
- Monitor and analyze the effectiveness of promotional spend, providing recommendations for optimization.
- Lead category management initiatives to optimize shelf space and product assortment within the Modern Trade segment.
- Oversee the design, production, and distribution of Point-of-Sale Materials (POSM), secondary displays, and merchandising tools.
- Ensure all trade activities maintain the premium positioning of our international and house brands.
- Act as a strategic partner to the Sales team, providing them with the tools, kits, and insights needed to win at the account level.
- Lead product training and culinary workshops in collaboration with the R&D/Chef team to showcase product applications to B2B clients.
- Conduct regular market visits to gather field insights, monitor competitor trade activities, and identify gaps in execution.
- Manage the Trade Marketing budget with high financial discipline, ensuring balanced spending across channels and brands.
- Collaborate closely with Brand Managers and Principal Partners to ensure trade activities are consistent with global brand identities.
- Lead and develop the Trade Marketing team, fostering a data-driven and execution-focused mindset.
- Education: Bachelors degree in Marketing, Business, or a related field.
- Experience: Minimum of 10 years in Trade Marketing or Channel Management, specifically within the FMCG, Food Service, or Food Distribution sectors.
- Expertise: Strong experience in managing HORECA and Modern Trade channels in the Indonesian market.
- Analytical Skills: Highly proficient in sales data analysis, market trend interpretation, and ROI modeling.
- Soft Skills: Strong leadership, cross-functional collaboration, and the ability to influence both sales teams and external retailers.
- Mindset: Proactive, detail-oriented, and capable of balancing strategic planning with hands-on field execution.
- A leadership role within a market-leading distribution network.
- The opportunity to manage trade activities for a world-class portfolio of premium food brands.
- A dynamic work environment with significant impact on the companys commercial success.
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