The Trade Manager is responsible for developing and executing omni- channel plans to elevate consumer experience at the Point of Sale (POS) across offline and online channels. This role ensures the brand is visually compelling, educational, and conversion- driven through retail activation, merchandising, promotion strategy, and shopper engagement. Drive sell- out growth by transforming shopper experience into brand preference and purchase.
Omni- Channel Trade Activation
Develop the annual, monthly trade marketing plan cross- channel activation connecting offline → online.
Deploy promotion mechanics for different channels (bundle, cashback, loyalty, member gifts, trial size programs).
Work closely with the marketing team to synchronize campaign messages and data collection.
Consumer Experience & Merchandising at POS
Develop effective education touchpoints at POS: testers, demo stations, beauty advisor scripts, QR education, sampling systems.
Ensure planogram compliance and optimize visibility and shelf strategy.
Build and execute consumer- centric POS monthly plans (offline stores, pharmacies, beauty chains, e- retail).
Collaborate with designers to create brand- aligned POSM and visual assets.
Channel Strategy & Sell- Out Optimization
Work with Sales to build Joint Business Plans (JBP) with key retailers.
Identify growth opportunities by retailer, region, and channel performance.
Propose SKU assortment per channel based on shopper missions and price tiering.
Communication & Training
Coordinate with MKT/brand team to produce in- POS educational content: brochures, screens, sampling guidance, and KOL/Expert contents.
Responsible for determining training content for BA: product knowledge, selling techniques, beauty consultation scripts...
Coordinate with the training department to train BA, ensure BA has enough knowledge and consulting skills.
Data Analytics & Performance Tracking
Analyze sell- out data, POS activation performance, shopper behavior insights.
Track ROI of promotions, merchandising investment, sampling effectiveness. Provide monthly dashboards and actionable optimization plans.
