Responsible for the biggest volume contribution on-trade segments where we drive volume, revenue, market share, and strengthen consumer loyalty for Heineken Vietnam’s portfolio. The Senior Traditional On-Trade Manager is responsible for developing strategy, monitoring business performance and executing channel plan effectively that maximizes our trade marketing investment in order to deliver business objectives.
He/She will be a critical partner with Sales team and Brand teams, ensuring our customer plans are built on both always-on volume-driven activities and disruptive brand activation plans that deliver on our customer and consumer drivers.
Key Responsibilities
- Collaborate with Sales and Regional Trade Marketing to develop Channel Strategy, taking into account regional market differences, company priorities and brand strategies.
- Align channel strategy with the Head of Trade and Head of Sales.
- Translate Channel Strategy into Channel Activity Plan with allocated budget and through-the-line Brand Campaigns.
- Align the Channel Activity Plan with the On-trade Channel Manager, Regional Commercial Managers, Regional Trade Managers, and Business Controller.
- Execute activities at outlets and activation places using innovative and creative concepts.
- Optimize campaigns and activities and conduct post-evaluation reviews.
- Analyze sales performance and evaluate the efficiencies of channel activities to react to market changes, needs, or competitor threats.
- Manage budget allocation and optimize and maximize trade investment in the market.
- Drive a continuous cost optimization mindset with the team and agencies.
- Prepare quarterly budget reports and identify and drive cost optimization initiatives.
- Drive the innovation agenda by identifying opportunities to use creative concepts and digital promotions to improve penetration effectiveness and efficiency.
- Develop initiatives to drive fast and scalable penetration and purchase through suitable activities.
Key Contacts
Internal: Regional Trade Brand Marketing Manager; Head of Sales and their team.
External: Outlet owners, decision makers, and agencies.
Job Requirements
Qualifications: University degree in Business Administration, Economics, or Marketing.
Experience and skills required:
- Knowledge of professional advertising, culture, and sociology.
- At least 4 years of relevant experience in the beverage industry or FMCG.
- Decision-making ability.
- Good communication, negotiation, and presentation skills.
- Analytical thinking, strategic thinking, and problem-solving skills.
- Creative thinking, an open-minded approach, and enthusiasm.
- Strong proficiency in spoken and written English.
- Proficiency in Excel or BI tools and financial acumen.
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