At the heart of this role is creating and fulfilling consumer demand both at the point of purchase and consumption everywhere outside of the on-trade environment.
The primary purpose of this role is to design, implement, and manage the off-trade and e-commerce channels development strategy. The role must convert deep consumer and trade insights into a clear action plan that ensures demand creation through optimal presence, visibility, activation, and conversion of Golden Phoenix/Avanti brands appropriately segmented across different types of outlets and points of purchase.
KEY ACCOUNTABILITIES
1/ Strategic Planning:
Lead Off-trade Trade Marketing to Develop Off-trade & E-com Channel Strategy and Operational Plans for implementation. Cooperate with regional trade marketing team to ensure smooth implementation of the trade marketing programs.
Lead channel strategy for PRVN brands to be listed, displayed, and activated in a consistent manner in line with overall brand guidelines and company strategy; develop commercial planning calendar.
Lead Tet project planning and deployment.
Drive digitalized trade solutions execution with stronger integration with Scandi.
Be the main driver with Commercial Excellence team to refresh on Off trade Channel Segmentation / Distribution target setting and deployment.
Be the main driver for driving new MOC ‘Home Consumption’: From defining home consumption demand insights and behaviors, size of market, strategy & portfolio to engage across channels, to developing and implementing activation to ensure that ‘home consumption’ new products and services are listed according to agreed priorities and seasonality.
Develop Product visual & POSM guidelines; allocate visibility budget by brands, channels, and regions; develop full-year and/ or seasonality schemes and promotion activities/ activations; be perceived as a legitimate “adviser” by the trade to engage outlets with consumers and provide added value to customers through Golden Phoenix/Avanti business solutions, with the purpose of driving sales and brand awareness.
Winning Shoppers’ Path to Purchase in the assigned channels by innovative merchandising, and display to ensure brand appeared attractively to shoppers to call for purchase action.
Develop & ensure implementation of Perfect Store Guideline, especially for Wines.
3/ Category Management:
Source and analyze category insights and information to provide key customers well well-developed category management consultation to include range optimization, planogramming and display guidance.
Build robust understanding of the shopper in the modern and traditional off trade and bring that perspective to marketing and sales teams as well as inject into trade activities and promotions
Drive Point-Of-Sale effectiveness targets and deliver a strong ROI % on all spend.
4/ Business Information & Intelligence:
Contribute to develop business environment watch, distribution channels and customer trends monitoring, customers/consumer insights from the field to ensure Golden Phoenix/Avanti offer's continuous alignment with market needs.
Develop expertise on various channels by active participation in sales activities and maintain close relationship with key customers (action to close the gaps, competitor tracking, market information etc…).
Other tasks as assigned by Manager.
Job Requirement
JOB REQUIREMENT
Education & Experience
Bachelor in Administration, Marketing, , Business Management or equivalent
At least 3 years in Trade Marketing and/or Sales at the equivalent position
Experience of work in a multinational company, Retail or related fields (Alcohol, F&B) is preferable
E-commerce management and development understanding.
Functional & Leadership Competencies
Fluency in English, computer literacy
Clear understanding of the concept of Sales and Trade MKT in alcoholic business or related field
Excellent and effective communication, presentation, problem-solving, interpersonal and analytical skills
Understanding of data acquisition, analysis and management
Comprehensive understanding of the retail and e-commerce landscape
Digitally savvy, deep understanding of digital marketing and social platforms in Vietnam
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