Role Overview
The Senior Trade Marketing Executive plays a pivotal role in driving foot traffic, transaction volume, and overall sales growth across nationwide store channels. Responsible for end-to-end local trade execution, this role leads POSM lifecycle management, local promotional activations, third-party vendor operations, and strategic partner collaborations.
Ensuring total campaign readiness, seamless store-level promotional rollout, rigorous POSM budget management, and continuous performance tracking to maximize ROI.
Key Responsibilities
POSM & Ad-hoc Campaign Management
- Lead monthly POSM lifecycle planning, forecasting, distribution, and in-store execution across all stores nationwide.
- Oversee the design, production, and rollout of ad-hoc promotional materials for localized store activations, and channel-specific tactical pushes.
- Oversee the strategic rollout of integrated marketing and social assets to maintain total campaign readiness and strict quality control.
- Conduct regular store audits to guarantee strict brand standards, optimal POSM display visibility, and prompt replacement of outdated materials.
Campaign and Promotion
- Execute all trade promotions, local tactical campaigns, and seasonal offers
- Provide clear operational guidelines and promotional toolkits to store managers to ensure high execution compliance at the store level.
- Build and manage data-driven report dashboards to track, evaluate, and report on product and promotional performance.
Commercial Agility & Market Intelligence
- Proactively analyze channel sales performance, foot traffic, and conversion metrics to propose targeted promotional mechanics aimed at boosting incremental volume and average ticket size.
- Track, measure, and evaluate active promotional mechanics and campaign ROI through comprehensive post-mortem reporting.
- Monitor localized market conditions and competitor trade activities to propose swift, data-driven promotional adjustments.
Stakeholder Management & Reporting
- Manage relationships with production vendors, printing suppliers, and logistics partners to ensure high-quality, cost-effective, and on-time POSM delivery.
- Oversee vendor performance, contract negotiations, quality control, and execution audits.
- Track trade marketing expenditures, reconcile monthly POSM invoices, and manage vendor payment processes within target financial timelines and budget limits.
Key Requirements
- Bachelor’s degree in Marketing, Business Administration, or a related field.
- Minimum 3–5 years of progressive experience in Trade Marketing, Channel Marketing, or Commercial Operations, ideally within F&B, QSR, retail, or fast-paced FMCG sectors
- Strong analytical and numerical skills with proven experience in trade promotion evaluation, ROI tracking, budget management, and sales data analysis.
- Proven track record of managing POSM production timelines, third-party vendor networks, and large-scale retail execution
- Fluent in English with strong presentation and corporate storytelling skills.
- Highly organized, detail-oriented, proactive, hands-on, and comfortable operating in a fast-paced retail network environment.
Preferred Profile
- In-depth understanding of Vietnam’s QSR/F&B landscape, retail foot-traffic dynamics, and consumer promotion sensitivity.
- Strong cross-functional leadership capable of collaborating smoothly with store operations and external partners.
