Trade Marketing Manager (Off-Trade & BR)

Pernod Ricard · Ho Chi Minh City

KEY ACCOUNTABILITIES

1. 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.

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

7. 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