Trade Marketing Manager- Off Trade

Are you an experienced Trade Marketer and passionate about driving Singapore’s beer category by bringing to life the world renowned brands in a dynamic market? We are looking for a strong commercial lead who is able to deliver the business strategy and collaborate with cross-functional teams to deliver the annual plan in the assigned channels. As the Trade Marketing Manager, you report directly to the Senior Trade Marketing Manager.

The role is highly entrepreneurial, and we are looking for a self-starter, a quick thinker on his/her feet who is excited to have a hand in driving the channel strategy and plans for the beer market leader in Singapore.

The Trade Marketing Manager will be directly responsible for accelerating the growth of APBS brands in Singapore by building partnerships through distribution, visibility and activations at the point-of-purchase.

Commercial Strategy & Integrated Commercial Planning

• Identify commercial opportunities and challenges through Customers/Consumers/Shopper/Category understanding and business insights to deliver business objectives
• Develop trade marketing activities and FY budget plan with cross functional team consistent with overall company’s brand and channel strategies

Business Performance Analysis

• Analyze sales channel data and performance metrics such as market share, volume and value data, pricing data as well as competitive landscape to develop actionable insights and sales strategies
• Translating insights into shaping of channel strategy and plans
• Review effectiveness, performance and evaluation of commercial activities

Annual Activity Calendar

• Build annual channel plans and translating it into full year activity calendar and Picture of Success (PICOS) in line with the commercial strategy
• Accountable for all channel promotional and executional plans with project leadership opportunities
• Use commercial data to shape decisions and build compelling channel activation plans, go-to-market plans, product launch plans and in-store execution plans
• Responsible for demand planning and forecast of new products and promotional activities
• Translate channel strategies and plan into actionable monthly execution Sales targets
• Deliver impactful selling stories and preparation of best-in-class briefing and toolkit for sales
• Determine and deliver impactful communication touchpoints and messaging through POSMs
• Monitor progress of sales execution, promotion and implementation to trade

Customer Partnerships

• Lead and shape Point of Sale Materials (POSMs) strategy within business segment according to PICOS
• Lead Joint Business Planning with customers aligned to channel and category vision

Cross Functional Collaboration

• Collaborate effectively in cross-functional environment such as Marketing, Sales, Finance across different stakeholder levels to achieve overall business goals

Requirements:

• University degree in business, marketing or a related field
• 5+ years of proven experience in commercial roles
• Highly preferred for good understanding of Singapore beer/alcohol/beverage category and market, and familiar with market trends, industry dynamics and shopper/consumers
• Strong business analytical, strategic and critical thinking skills
• Solid commercial and business acumen in decision-making and business strategies
• Proven track record of delivering effective and timely commercial activities through project management and organizational skills
• Excellent interpersonal and negotiation skills with the ability to influence and build authentic relationships with key internal and external stakeholders
• Strong commercial acumen and an ability to drive revenue growth through marketing
• An entrepreneurial mindset with a strong passion for winning and challenging the status quo
• Strong change and learning agility with a penchant for working in a highly dynamic business environment and flexibility to adapt to changing market conditions

Are you an experienced Trade Marketer and passionate about driving Singapore’s beer category by bringing to life the world renowned brands in a dynamic market? We are looking for a strong commercial lead who is able to deliver the business strategy and collaborate with cross-functional teams to deliver the annual plan in the assigned channels. As the Trade Marketing Manager, you report directly to the Senior Trade Marketing Manager.

The role is highly entrepreneurial, and we are looking for a self-starter, a quick thinker on his/her feet who is excited to have a hand in driving the channel strategy and plans for the beer market leader in Singapore.

The Trade Marketing Manager will be directly responsible for accelerating the growth of APBS brands in Singapore by building partnerships through distribution, visibility and activations at the point-of-purchase.

Commercial Strategy & Integrated Commercial Planning

• Identify commercial opportunities and challenges through Customers/Consumers/Shopper/Category understanding and business insights to deliver business objectives
• Develop trade marketing activities and FY budget plan with cross functional team consistent with overall company’s brand and channel strategies

Business Performance Analysis

• Analyze sales channel data and performance metrics such as market share, volume and value data, pricing data as well as competitive landscape to develop actionable insights and sales strategies
• Translating insights into shaping of channel strategy and plans
• Review effectiveness, performance and evaluation of commercial activities

Annual Activity Calendar

• Build annual channel plans and translating it into full year activity calendar and Picture of Success (PICOS) in line with the commercial strategy
• Accountable for all channel promotional and executional plans with project leadership opportunities
• Use commercial data to shape decisions and build compelling channel activation plans, go-to-market plans, product launch plans and in-store execution plans
• Responsible for demand planning and forecast of new products and promotional activities
• Translate channel strategies and plan into actionable monthly execution Sales targets
• Deliver impactful selling stories and preparation of best-in-class briefing and toolkit for sales
• Determine and deliver impactful communication touchpoints and messaging through POSMs
• Monitor progress of sales execution, promotion and implementation to trade

Customer Partnerships

• Lead and shape Point of Sale Materials (POSMs) strategy within business segment according to PICOS
• Lead Joint Business Planning with customers aligned to channel and category vision

Cross Functional Collaboration

• Collaborate effectively in cross-functional environment such as Marketing, Sales, Finance across different stakeholder levels to achieve overall business goals

Requirements:

• University degree in business, marketing or a related field
• 5+ years of proven experience in commercial roles
• Highly preferred for good understanding of Singapore beer/alcohol/beverage category and market, and familiar with market trends, industry dynamics and shopper/consumers
• Strong business analytical, strategic and critical thinking skills
• Solid commercial and business acumen in decision-making and business strategies
• Proven track record of delivering effective and timely commercial activities through project management and organizational skills
• Excellent interpersonal and negotiation skills with the ability to influence and build authentic relationships with key internal and external stakeholders
• Strong commercial acumen and an ability to drive revenue growth through marketing
• An entrepreneurial mindset with a strong passion for winning and challenging the status quo
• Strong change and learning agility with a penchant for working in a highly dynamic business environment and flexibility to adapt to changing market conditions