Trade Marketing Manager Malaysia, Singapore,… at Kraft Heinz · SG

Main Purposes of the Job:

• Distributor/Market Strategy central coordination
• KHC Business Growth – responsible for sales growth drivers
• Focus country, distributor, category, channel strategy/tactics including assortment mix management, BTL tactics, L&L tactics, translating and aligned with SSEA & HK strategy and direction.
• Own central relationship with Country Managers
• Category P&L
• Innovation Delivery – Strengthen the key drivers (distribution, velocity through sharper promo plans and visibility)

Detailed Job Responsibilities:

Profitable Delivery of the AOP through sales:

• Sets Sales priorities with Promo Calendar, manage category risks and opportunities in coordination with BDM.
• Work with sales (challenge, provide input & support) on bottom-up planning of country, category (base and innovations), customer; 4-12 months volume forecast responsibility.
• Financial KPI tracking to deliver both topline and bottom line for focus categories and NPDs.
• Focus category volume calls, understand performance drivers and work with sales to address needs.
• Regularly reviews the market performance by channel (Foodservice and retail), by area, by category, by SKU through internal and external data and recommends appropriate intervention to address opportunities identified by closely working with KHC & Distributor Sales Teams.

Delivery of Commercial Effectiveness Plans:

Retail Channel

1. Owner of Trade promotional strategy & mechanisms, evaluations and impact on category and commercial metrics to ensure continuous improvement.
2. Owner of Perfect Store strategy and execution (e.g., category-in-channel assortment, planogram, pricing recommendations, activations – displays, sampling); co-manage the execution with Distributor Trade Marketing team.
3. Co-develop Pricing and Assortment strategies with Regional Group Product Managers to suit local demand/needs.
4. Responsible for trade promo and distribution expansion volume uplift recommendation aligned with BDM and Distributor team.
5. Co-manage Trade ZBB investments including D&A and assortment change with Country Manager
6. Work closely with Regional Marketing Team and build the commercial plan for brand campaigns and NPDs; leads the generation of country, customer tailored execution.
7. Responsible for translating the regional category, product & brand strategies into localized promotional strategies.

Foodservice Channel

1. Execute in-store offtake marketing programs & customer-related projects in strategic FS Channels (QSR, FSR, HOTELS) aligned with Regional Foodservice Team key strategic directions.
2. Lead the localization, production, and deployment of POSM/trade merchandise in strategic channels – QSR, FSR, Hotels.
3. Responsible for localizing regional Foodservice trends and insights and produce customized selling stories for FS retailers, Distributor and Sub-Distributors.
4. Lead the overall pre- and post-evaluation of local market Foodservice programs, campaigns, activations per key customer.
5. Co-lead the development of ideation sessions with Commercial Chef to support future launches.

Country/market Strategy

• Lead the development and execution of category and channel strategy, distribution targets, and assortment.
• Overall responsible for local market intel (customer/retailer – Foodservice and Retail, category, competitors)
• Set out external customer rationale (Selling Story) for promotional strategies based on category, customer, consumer insights (Triple Win framework) for both FS and Retail channels.
• Ensures the strategy deployment for the price and assortment positioning.
• eCommerce strategy and execution – co-build channel programs with BDMs (Foodservice and Retail) and campaigns with Regional Marketing team. Support BDM in eCommerce operations.
• Owner of country activity calendar, covering NPDs/ portfolio, ATL (lead by Group Product Manager) and BTL in both retail & food service.

Key Outputs:

• Internal alignment with sales / talk daily with the KHC and Distributor Sales Teams
• Innovation: define distribution strategy and customer target setting; localization of selling story and activation, co-build volume plan with BDM based on realistic assumptions.
• Trade Promo ownership and governance (ensuring on time and in full execution) to achieve value market share targets.
• Forecast validation – 4 months up to 1 year plan – commercial plan.
• Retail channel pricing execution per customer.
• Align channel strategy with sales and supply chain.
• AOP main categories’ and focus NPDs’ P&L delivery
• Promo post evaluation – responsible and accountable.
• Country Activity Calendar: including KPI tracking and follow up

Qualifications:

• Bachelor’s degree or above in business management or related field
• 3 - 5 years experience in FMCG
• Strong commercial and financial acumen and good in improving profitability and trade spending effectiveness and efficiency
• Experience in working with channel partners with proven record in creating and executing revenue generating programs / initiatives
• Dynamic, good interpersonal and people management skills as well as excellent business presentation skills.
• Strong skills in Microsoft Office
• Passionate, positive and enthusiastic mindset
• Dynamic, good interpersonal and people management skills as well as excellent business presentation skills.