[Hà Nội] Senior Marketing Executive

Job Summary

This position plays a critical role in driving market competitiveness, sustainable volume growth, and in- store excellence, by integrating long- term planning with in- market execution discipline.
The role leads the end- to- end planning process — from defining channel segmentation and PICOS guidelines to managing investment strategies and program design — ensuring seamless alignment across functions.
As a key commercial strategist, this role is responsible for shaping the General Trade channel roadmap by identifying growth opportunities and translating them into scalable, insight- led trade marketing strategies.

Key Responsibilities

Define and implement channel segmentation model for traditional trade based on shopper and customer insights.
Collaborate with RTM, RGM, and Sales teams to integrate trade planning into the annual business planning cycle and set aligned priorities.
Lead volume program development per channel and per region to drive BPPC and PICOS strategies in key segments.
Drive planning and forecasting of program capacity and readiness prior to deployment to field teams.
Plan and manage trade marketing activations and customer- facing events, including executional guidelines, resource coordination, and post- event performance review to ensure alignment with brand strategy and commercial priorities.
Develop the annual trade marketing strategy and translate it into channel- specific plans, covering portfolio, programs and KPIs.
Work closely with Category, Innovation and Procurement teams to ensure new product launches and POSM deployment are aligned with commercial and activation plans.
Manage DME spend and allocation reports to ensure alignment, optimization and compliance.
Align and collaborate with regional trade marketing teams to ensure clear cascade and execution discipline of national plans.
Lead insight generation and market immersion for strategic planning, including competitor benchmarking and gap analysis.

Requirements

Strong communication and storytelling capabilities to drive alignment, sell- in trade plans, and inspire execution.
Advanced analytical capabilities to connect cross- functional data (RGM, RTM, Sales, Shopper, Brand) and drive strategic direction.
Change management mindset and agility to lead cross- functional teams through business transformation or route- to- market evolution.
Strong planning and prioritization skills, with a proven track record of leading multi- channel, multi- region trade initiatives.
5 years of previous work experience are required
Strategic thinking with the ability to translate insights and data into actionable, long- term commercial plans.
Ability to balance strategic foresight with executional discipline to ensure impact at the point of sale.
University/Bachelor’s Degree
Leadership and influencing skills to align senior stakeholders across Sales, Marketing, and Supply Chain functions.
Financial acumen to manage trade investments (DME/Capex) effectively and evaluate ROI to support commercial decision making.

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Swire Coca- Cola is committed to fostering an environment that values Diversity, Equality, Inclusion, and Belonging. We believe that a diverse workforce drives our goals and contributes to overall success. As an equal opportunity employer, Swire Coca- Cola hires talented individuals from any backgrounds and conditions. We strive to create a work environment that is respectful, inclusive, and free from any form of discrimination, harassment, or intimidation. If you require special assistance due to disability or any other conditions during any stage of the recruitment process, please feel free to contact us via email hrvn(at)coca- cola.com.vn at any time. We appreciate your interest in joining our team and your commitment to contributing to a diverse and inclusive workplace.

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Cập nhật gần nhất lúc: 2026-01-28 21:35:03