The Trade Marketing Manager is responsible for planning, executing, and managing trade marketing initiatives to drive sales growth, expand distribution coverage, and enhance brand visibility for Morinaga across all channels (Modern Trade, General Trade, Mother & Baby Stores, and E- commerce).
This role ensures that trade promotions, POSM deployment, and trade policies are effectively implemented in line with brand strategy and business objectives, while optimizing trade marketing investment efficiency.
Key Responsibilities
Trade Promotion Planning & Execution
Work closely with Sales and Brand Marketing teams to ensure effective in- market execution.
Ensure trade promotion programs are aligned with brand strategy and business objectives to deliver optimal sales performance.
Develop and execute trade promotion plans by channel and target consumer segment within the approved budget.
POSM & In- store Execution
Plan and manage POSM production, allocation, and deployment by channel and region.
Ensure in- store displays are executed at the right time, in the right place, and in compliance with brand guidelines.
Monitor execution quality and compliance, and propose corrective or improvement actions as needed.
Price Monitoring & Channel Management
Monitor retail pricing across MT, GT, Mother & Baby Stores, and online channels.
Analyze competitor pricing and identify potential channel conflicts.
Propose trade support or adjustments to ensure pricing consistency and channel harmony.
Trade Marketing Performance & Optimization
Collect and analyze data from trade marketing activities and promotions.
Evaluate campaign effectiveness using key metrics (ROI, sales performance, distribution coverage, and brand visibility).
Recommend optimization initiatives to improve future trade marketing effectiveness.
Trade Policy & Budget Management
Develop and manage trade promotion and support policies for distributors and retailers.
Ensure trade programs are implemented consistently, transparently, and in compliance with approved policies.
Track and control trade marketing budgets; conduct post- promotion reconciliation and ROI reporting.
Market Insight & Cross- functional Collaboration
Consolidate market insights to support trade decision- making.
Collaborate cross- functionally to propose actionable trade plans by channel and region.
Conduct regular market visits to monitor competitor activities, market dynamics, and industry trends.
