Job Description

Responsible for the biggest volume contribution on-trade segments where we drive volume, revenue, market share, and strengthen consumer loyalty for Heineken Vietnam’s portfolio. The Senior Traditional On-Trade Manager is responsible for developing strategy, monitoring business performance and executing channel plan effectively that maximizes our trade marketing investment in order to deliver business objectives. He/She will be a critical partner with Sales team and Brand teams, ensuring our customer plans are built on both always-on volume-driven activities and disruptive brand activation plans that deliver on our customer and consumer drivers

Key Responsibilities:

1. Collaborate with Sales and Regional Trade Marketing to develop Channel Strategy, taking into account regional market differences, company priorities and brand strategies

   • Channel Strategy - Aligned channel strategy with Head of Trade and Head of Sales

2. Translate Channel Strategy into Channel Activity Plan with allocated budget and through the line Brand Campaigns

   • Channel Activity Plan – aligned with On-trade Channel Manager, Regional Commercial Managers, Regional Trade Managers, Business Controller
   • Execution at outlets/activation place with innovative/creative concept
   • Optimization during campaigns/activity & Post-evaluation review

3. To analyse sales performance, evaluate the efficiencies of channel activities to react with market changes/ needs or competitor’s threats

   • Channel Activity Plan – aligned with On-trade Channel Manager, Regional Commercial Managers, Regional Trade Managers, Business Controller
   • Execution at outlets/activation place with innovative/creative concept

4. Optimization during campaigns/activity & Post-evaluation review

5. To manage budget allocation and ensure to optimize and maximize investment of Trade at market. Drive a continuous cost optimization mindset with team and agencies

   • Quarterly budget Report
   • Identify & drive cost optimization initiatives

6. Drive innovation agenda by identifying opportunities to use initiatives in creative concept, digital promotions to drive penetration effectiveness and efficiency

   • Initiatives to drive fast and scalable penetration and purchase in suitable activities

Key contacts and contact purpose:

Internal:

1. Regional Trade

2. Brand Marketing Manager

   • Head of Sales & his/her team

External: Outlets owners & decision makers & Agencies

Job Requirements:

Qualifications: University degree in Business Administration, Economics, Marketing

Experience / skills required:

• Knowledge of professional advertising, culture and sociology

• At least 4 years working experience in the relevant field in beverage industry or FMCG.

• Decision maker

• Good communication, negotiation and presentation skills

• Analytical thinking, strategic thinking and problem-solving skill

• Creative thinking, open-minded and enthusiasm

Language(s): Strong proficiency with spoken and written English

• Functional Competencies: Proficiency at Excel or BI tools & Financial acumen

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