Associate Director, Trade Marketing
CP Axtra · Bangkok
Key responsibilities
Trade strategy and planning
- Set the annual trade calendar and campaign strategy with Commercial, covering seasonal moments, corporate campaigns, B2B and local plans.
- Decide the channel and budget mix between online and offline, and move spend to what the data shows works.
- Build the plan for each campaign: objective, mechanic, target customer, budget and success measure.
Data and performance
- Own campaign results: uplift, ROI, redemption, basket size and share. Review every major campaign against its target.
- Build a test-and-learn routine with clear dashboards, so the team adjusts campaigns during the run, not after it.
- Use customer, category and channel data to choose promotions and sharpen targeting.
Digital and omni-channel
- Bring e-commerce and digital practices into trade planning: marketplace, on-site traffic, search, CRM and paid media.
- Make online and offline promotions work as one plan, with consistent price, promotion and customer experience.
- Work with Loyalty and MarCom so trade campaigns use membership and CRM data.
Team leadership
- Lead two team leads and their managers; set goals, review performance and coach.
- Build a team that owns campaigns end to end, and raise capability in data and digital.
- Hire, develop and replace people where results require it.
Stakeholders
- Align Commercial, Store Operations, B2B and Makro PRO on one trade plan.
- Manage agencies, suppliers and commercial partners on campaign execution and cost.
- Report results and next steps to the Marketing leader and senior management.
Requirements
Qualifications:
- E-commerce experience is the top priority, not traditional retail experience. Experience integrating online and offline in a business like Sam's Club is also highly valued. Hands-on with online campaigns, marketplace or platform promotion and digital performance.
- Rich team management experience: has led managers and large teams, set goals and built a performance culture.
- Data-driven: reads campaign data, ROI and customer insight, and uses them to decide.
- Results-driven: has a record of hitting commercial targets and owning outcomes.
- Campaign strategy skills: can turn commercial goals into campaigns with a clear objective, mechanic and measure.
- 10 or more years in marketing, trade marketing or e-commerce, including senior leadership.
- Bachelor's degree or above in marketing, business or a related field.
- Fluent in good English.