Senior Trade Marketing Manager

It's fun to work in a company where people truly BELIEVE in what they're doing! We're committed to bringing passion and customer focus to the business.

Key Responsibilities

1. Channel & Trade Strategy Develop annual and long-term trade marketing strategy aligned with Food Solutions business objectives. Define channel development priorities and route-to-market strategies. Drive customer segmentation and channel-specific growth plans. Identify new business opportunities, emerging food trends, and market expansion opportunities. Recommend pricing, trade investment, and promotion strategies to maximize profitability.
2. Customer & Distributor Management Build Joint Business Plans (JBP) with key distributors and strategic customers. Develop customer-specific growth strategies and activation plans. Strengthen distributor capabilities and performance management frameworks. Monitor distributor KPIs, sales performance, and execution effectiveness. Lead trade programs that improve customer retention and share of wallet.
3. Trade Activation & Demand Generation Design and implement trade campaigns, promotions, and customer marketing activities. Develop sales tools, product launch support, POSM, and communication materials. Execute channel activation plans for Food Service, Industrial, Wholesale, and HORECA customers. Support new product launches and portfolio expansion initiatives. Ensure execution excellence across all customer touchpoints.
4. Commercial Excellence & Performance Management Analyze sales performance, trade ROI, and channel profitability. Develop dashboards and KPI tracking systems. Drive data-driven decision making and business insights. Identify sales gaps and recommend corrective actions. Lead forecasting and demand planning collaboration with Sales and Supply Chain teams.
5. Market Intelligence & Business Insights Monitor market trends, customer behavior, competitor activities, and industry developments. Gather voice-of-customer insights and translate findings into business actions. Conduct channel reviews and business performance evaluations. Generate actionable recommendations for growth acceleration.
6. Leadership & Team Development Lead, coach, and develop Trade Marketing team members. Build high-performance culture and capability development plans. Collaborate cross-functionally to ensure alignment and execution excellence. Drive continuous improvement and innovation within commercial functions. Key Performance Indicators (KPIs) Business Growth Net Sales Growth (%) Gross Profit Growth (%) Trade ROI Market Share Growth New Business Revenue Contribution Channel Performance Distributor Performance Index Channel Penetration Customer Acquisition & Retention Share of Wallet Execution Excellence Promotion Effectiveness Launch Success Rate Forecast Accuracy Customer Satisfaction Score (CSAT) Team Leadership Employee Engagement Team Capability Development Succession Readiness Qualifications Education Bachelor's degree in Marketing, Business Administration, Management, Economics, or related field. MBA or Master's degree preferred. Experience 10+ years in Trade Marketing, Channel Marketing, Shopper Marketing, or Commercial roles. At least 3-5 years in managerial leadership positions. Experience in FMCG, Food Ingredients, Food Service, Food Manufacturing, or B2B Food Industry. Proven track record in distributor management and channel development. Experience managing multi-functional stakeholders and cross-country projects is a plus. Technical Skills Trade Marketing Strategy Customer & Channel Development Business Analytics Category Management Pricing & Promotion Management Advanced Excel, Power BI, SAP/ERP AI/Data Analytics application in commercial functions Leadership Competencies Strategic Thinking Commercial Acumen Stakeholder Management Influencing & Negotiation Change Leadership Team Development Results Orientation Success Profile The ideal candidate combines strong trade marketing expertise with commercial leadership capability. They are able to translate market insights into actionable growth strategies, build strong customer partnerships, drive execution excellence, and accelerate Thai Wah Food Solutions' growth agenda through innovation, channel expansion, and customer-centric commercial programs