Trade Marketing Manager

1. Trade Marketing Strategy & Commercial Planning

• Develop and execute trade marketing strategies and annual commercial plans across Wholesaler, On-Trade and Off-Trade channels, translating brand strategies into effective channel and customer activation plans.
• Develop channel-specific programs, including MAF, CNY and other key promotional campaigns, customer incentives and POS materials to drive depletion, distribution and demand at client level.
• Analyze market, channel, customer and competitor trends to identify business opportunities and risks and recommend appropriate pricing, promotion and distribution actions.
• Develop and continuously optimize channel strategies and selling tools to strengthen sales execution and maximize commercial opportunities.

2. Customer & Channel Development

• Build and strengthen relationships with key decision-makers across Wholesaler and On-Trade channels, including MOT, hotels, restaurants, trendy bars and other strategic accounts.
• Identify and develop high-potential accounts and new business opportunities, particularly within Cognac, Whisky, Gin and mixology-focused channels.
• Partner with Sales to review strategic customer plans and proposed commercial contracts, ensuring appropriate investment levels, compliance and ROI.
• Coordinate channel and customer allocations and maintain clear prioritization of target accounts.

3. Sales CRM & Customer Data Management

• Establish and continuously enhance a robust Sales CRM system to ensure accurate, complete and actionable customer data across relevant channels.
• Define CRM governance, customer segmentation, data standards and regular updating processes in collaboration with Sales.
• Consolidate and maintain target customer databases and ensure customer information, commercial activities and engagement history are properly recorded and updated.
• Leverage CRM data and customer insights to support account prioritization, commercial planning, relationship management and identification of business opportunities.
• Monitor CRM adoption and data quality across the Sales organization and drive continuous improvement in CRM discipline and usage.

4. Brand Activation & Sales Execution

• Collaborate closely with Brand Marketing teams and agencies to translate brand strategies into impactful trade programs, customer activations, events and influencer partnerships.
• Support new product and gift-pack launches by coordinating sales targets, pricing, distribution, visibility, promotion and execution across channels.
• Develop and communicate clear sales action plans, selling tools and activation guidelines to ensure effective execution by Sales and field teams.
• Manage external agencies and partners to ensure high-quality and timely execution of trade programs and events.
• Maintain regular feedback loops with Sales and field teams to identify execution gaps and continuously improve programs.

5. Budget & Performance Management

• Manage the trade marketing budget across portfolio brands and channels, ensuring effective allocation of resources and maximizing return on investment.
• Establish, track and report key commercial and trade marketing KPIs, including Sell-in, Depletion, Sell-out, Distribution, Market Share and promotional ROI.
• Evaluate campaign and customer investment effectiveness and recommend corrective actions or resource reallocation where required.
• Provide timely weekly/monthly business updates and performance analysis to Senior Management, HQ brand owners and relevant stakeholders.

6. Cross-functional Collaboration

• Build strong collaboration across Sales, Brand Marketing, Finance and other key functions to ensure alignment between brand priorities and commercial execution.
• Drive a performance-oriented, data-driven and collaborative way of working within team.