Trade Marketing Manager (Off-Trade & BR)

Location: Ho Chi Minh

KEY ACCOUNTABILITIES

• Channel Management (TOFT & MOFT)

Channel strategy: own the off-trade channel strategy and annual operating plan for TOFT and MOFT: outlet and account segmentation, role of each channel, brand priorities and the commercial calendar.

Alignment: work with Commercial Excellence to refresh segmentation and distribution targets, and with Regional Trade Marketing, Sales and Brand teams so plans are executed consistently.

• Sell-in & Depletion Planning

With Commercial Excellence and Commercial Finance, build sell-in and depletion plans by channel, key account, brand and season, linking volume targets, trade investment and expected ROI.

Track sell-in, depletion and stock against plan each month; flag gaps early and agree corrective actions with Sales.

• Excellence in Execution at POS (TOFT & MOFT)

• Standards: define the Perfect Store, visibility and POSM guidelines, and promotion mechanics for each outlet type; allocate the visibility budget by brand, channel and region.
• Execution: lead in-store delivery with Sales and the BR team, and ensure compliance with agreed standards in both TOFT and MOFT.
• Post-execution review: measure compliance, sales uplift and ROI of every program; capture what worked and what did not, and feed the learnings into the next plan.

• Category Management (MOFT focus)

Planograms: develop category plans and planograms with key MOFT retailers covering range, space, assortment and display, and track their implementation in store.

Category captaincy: position PRVN as the trusted category captain; bring category and shopper insight to buyers, agree joint business plans, and secure listings, shelf share and space.

• Customer & Shopper Insights to Action

Draw on retail audit data (Nielsen), sell-out data, field reports and shopper research to understand the shopper path to purchase in TOFT and MOFT.

Turn insights into clear actions: channel and account plans, promotions, displays and category recommendations; share a monthly national view with Sales and Marketing.

• Tet Project Leadership

Lead the Trade Marketing Tet project end to end: planning with Sales, Brand and Commercial Finance; off-trade programs and visibility; execution at POS; and a post-Tet review that feeds the next year's plan.

• Budgeting & Team Management

Budget: build and manage the off-trade trade marketing budget by channel, brand and region; ensure spend efficiency and ROI; select and manage POSM and BR resourcing vendors.

Team: lead, coach and develop the Channel Marketing Executive(s) and BR Supervisor(s); guide promoter training in selling skills, product knowledge and merchandising; set objectives and review performance regularly.

JOB REQUIREMENTS

Education & Experience

• University degree in Business Administration or a related field.
• At least 6 years of experience in wine, spirits, beer, beverage or FMCG, ideally in trade marketing, category management or key account management across traditional and modern off-trade.
• Fluent English; proficient in Excel and PowerPoint.

Functional & Leadership Competencies

• Strategic thinker with a growth mindset; can-do, results-driven, works well under pressure and to deadlines.
• Strong analytical skills: turns sales, depletion and shopper data into clear actions and ROI decisions.
• Solid understanding of the TOFT and MOFT outlet universe, category management and shopper behavior.
• Negotiation and influencing skills with retailers; strong communication and presentation skills.
• Good people leader; collaborative and able to work across Sales, Marketing and Finance.

Job Posting End Date

Target Hire Date

2026-11-30

Target End Date

2026-12-01