Manager, Regional Trade Marketing

5 days ago

Kuching, Sarawak, Malaysia Fraser & Neave Holdings Bhd (F&N) Full time 120,000 - 180,000 per year

[Note: The role is based at Kuching, Sarawak]

  • Lead and execute national marketing programs at the regional level, including consumer and trade promotions, sponsorships, and brand activations.
  • Develop, plan, and implement localized trade and consumer promotions to drive regional sales growth across multiple channels, ensuring effective utilization of regional DME.
  • Coordinate and activate both national and regional sponsorships, partnerships, and special events to strengthen brand visibility and engagement.
  • Manage and monitor total regional DME expenditure, ensuring compliance and measuring effectiveness through ROI analysis.
  • Communicate and cascade national account activation plans to the sales team, ensuring consistent execution and alignment in-market.
  • Oversee and evaluate sampling exercises and MIT (Market Impact Team) programs to maximize trial and conversion.
  • Review, check, and approve APR (Advertising & Promotion Requests) in line with policy and budget controls.
  • Conduct regular market visits and "reality checks" to monitor execution, competitor activity, and consumer response.
  • Lead sales briefings to ensure trade marketing initiatives are effectively communicated, understood, and executed by the sales force.

Job Requirements

  • At least 5 years' experience in FMCG trade marketing, sales, or brand management, including at least 3 years in managerial capacity. Experience in the food & beverages sector is an added advantage.
  • Proven track record in planning and executing consumer and trade promotions, sponsorships, and events.
  • Experience in budget management (DME/A&P) with strong focus on ROI measurement.
  • Exposure to channel management (modern trade, general trade, convenience, etc.) at regional or national level.
  • Hands-on experience conducting market visits, sales briefings, and trade execution audits.

Required Skills

  • Leadership & People Management: Leading teams and influencing sales execution.
  • Strategic Planning & Execution: Aligning national programs with localized initiatives.
  • Analytical Skills: Evaluating ROI and turning market insights into action.
  • Communication & Presentation: Presenting effectively to sales teams, management, and partners.
  • Negotiation & Stakeholder Management: Building strong relationships with distributors, retailers, and internal teams.
  • Project Management: Driving multiple promotions and events under tight timelines.
  • Problem-Solving & Adaptability: Responding proactively to market and competitor challenges.
  • Digital Trade Marketing Tools: Using CRM, POSM tracking, and activation platforms.

Success Measures for the Role

  • Sales Growth: Drive regional sales volume through effective execution of trade and consumer promotions.
  • ROI on Promotions & DME: Deliver positive returns on marketing spend against agreed benchmarks.
  • Execution Excellence: Ensure strong compliance of national and regional programs in trade channels.
  • Brand Visibility & Activation: Strengthen brand presence, event reach, and sampling conversion.
  • Budget Control: Manage regional DME within approved limits efficiently.
  • Sales Team Engagement: Provide clear communication and training/briefing to improve activation consistency.
  • Market Insights: Share timely feedback on competitors, trends, and consumer response for proactive decision-making.

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