Trade Marketing Manager

4 weeks ago

Subang Jaya, Selangor, Malaysia Abbott Laboratories Full time

Role Description

  • Responsible for the strategic execution of trade marketing plans that achieve volume, market share and profit objectives in line with the overall business priorities.
  • Drive brand awareness and profitability through the execution of distribution, merchandising, promotion and pricing strategies at the distributor and retailer levels.
  • Support Abbott Nutrition's brand strategy by optimizing volume, market share, spending and partnerships in collaboration with the sales team.
  • Employ strong analytical ability to evaluate end-to-end customer and consumer experiences across multiple channels and touch points.
  • Remain up-to-date on and incorporate new approaches to brand innovation including new business models, distribution strategies, licensing agreements and strategic partnerships.
  • Lead demand forecasting activities by analyzing product movement, customer behaviors, market trends and industry development impact on sales strategies.
  • Selling and influencing solutions to stakeholders using effective storytelling, insights-driven presentation.
  • Building expertise of a channel with strong knowledge on shopper insights, market data and best practices.
  • Leading the creation of trade activation plan (channel strategy) for responsible categories.
  • Assist in developing and presenting business-building plans and programs through comprehensively understanding and converting consumer, category, competitor and channel/customer insights.
  • Identify, review and create compelling and innovative business-building customer programs.
  • Identify and develop tools to promote sales-out (POP, contests and /or events).
  • Business Management: 40% , Customer Management: 40% and People Management: 20%

Business Outcomes

  • Increased awareness, demand for and sales of Abbott products at the distributor, and retailer levels.
  • Increased market share in the market or channel and preferred supplier status throughout region.
  • Increased customer and consumer engagement results across platforms/channels.
  • Planogram, shelf space & product displays execution.
  • Achieved Trade Sales & Trade Marketing Priorities.

Key Business Challenges

  • Diversity and complexity of channels, brands, teams, and customers and the complexity of stakeholder influence and alignment cross-functionally and cross-regionally.
  • Managing relationships among internal trade sales, distribution, wholesale, and other 3rd party partners to drive results.
  • Leveraging digital platforms to drive and support customer engagement while at the same time educating and influencing the trade sales team, wholesalers, distributors, and retailers to adopt new ways of engaging and interacting.
  • Securing appropriate, reliable trade sales analytics (especially for difficult-to-measure activities, and due to non-compliance) and integrating insights from multiple platforms (not originally designed together).

Key Success Factors

  • Ability to partner with customers and leverage strong relationship to outperform competition and make mutually beneficial decisions.
  • Strong analytical and customer insight skills, including integrating digital tools with traditional touchpoints across channels and platforms, and interpreting and translating online and offline customer behaviors into strategic activities.
  • Proficient in marketing research and statistical analysis and confidence in handling large datasets.
  • Comfort with complexity, critical thinking and problem-solving (mental agility).
  • Strong storytelling and presentation skills.
  • Working collaboratively with cross-functional partners to optimize execution.

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