Job Summary
The Trade Marketing Manager is responsible for planning, executing, and managing Trade Marketing initiatives to drive sales growth, distribution coverage, and brand visibility for Morinaga across all channels (Modern Trade, General Trade, Mother & Baby Stores, Online).This role ensures that trade promotions, POSM deployment, and commercial policies are effectively executed in line with brand strategy while optimizing trade marketing investment efficiency.
Key Responsibilities
Trade Promotion Planning & Execution
Develop and execute trade promotion plans by channel and target consumer segment within the approved budget.
Act as the key Trade Marketing contact, working closely with Sales and Brand Marketing teams to ensure effective in- market execution.
Ensure trade promotion programs are fully aligned with brand strategy and business objectives, delivering optimal sales performance.
POSM Management & In- store Execution
Plan POSM production, allocation, and deployment by channel and region.
Monitor execution quality and compliance through photo reports and market feedback, and recommend corrective or improvement actions.
Coordinate with Sales teams to ensure in- store displays are executed at the right time, right place, and in compliance with brand guidelines.
Price Monitoring & Channel Conflict Management
Monitor retail pricing of Morinaga products across MT, GT, Mother & Baby Stores, and Online channels.
Analyze competitive pricing and proactively identify potential channel conflicts arising from price discrepancies.
Propose appropriate trade support mechanisms or adjustments to ensure pricing consistency, fairness, and channel harmony.
Trade Marketing Performance Evaluation & Optimization
Collect and analyze data from trade promotion activities and trade marketing programs.
Recommend optimization initiatives to improve the effectiveness and efficiency of future trade marketing activities.
Evaluate campaign effectiveness using key metrics such as ROI, sales performance, numeric/weighted distribution, and brand visibility.
Trade Policy Development & Promotion Governance
Develop and manage trade support and promotion policies for distributors, retailers, and end consumers.
Ensure trade promotions and support schemes are implemented consistently, transparently, and fairly across all channels.
Monitor compliance with approved trade policies within the distribution system.
Trade Marketing Budget Management
Track and control trade promotion and POSM budgets.
Recommend budget reallocation or optimization to maximize trade investment efficiency.
Conduct post- promotion reconciliation and consolidate reports on trade investment and ROI.
Market Research & Cross- functional Collaboration
Consolidate market intelligence and industry data to support trade decision- making.
Collaborate cross- functionally to propose actionable trade plans by channel and region.
Conduct regular market visits and market research to monitor competitor activities, market dynamics, and industry trends.
