Senior Channel Marketing Manager

Carlsberg Group; Hong Kong; On-site; HKD 900,000 - 1,500,000; Full time

Job summary

Carlsberg Hong Kong is seeking a seasoned Trade Marketing Leader to guide the function across On-Trade and Off-Trade channels, turning business priorities into winning channel strategies and activations. You will build a high-performing team, drive execution excellence, and optimize trade investments for sustainable growth.

The role emphasizes shopper-centric initiatives, cross-functional collaboration with Sales, Brand Marketing and Supply Chain, and delivering measurable ROI across markets in

Qualifications

• Degree holder with at least 10 years of relevant experience in Trade Marketing, FMCG, beverage or food service industries.
• Proven leadership experience in Trade Marketing; strong exposure to restaurant groups, customer development and route-to-market strategies is preferred.
• Strong networking, interpersonal and customer service skills with a pleasant and outgoing personality.
• Self-motivated with a positive attitude and strong mindset to drive results.
• Good planning and organization skills; experience in people management.
• Strong numeric sense with good analytical skills.
• Good command of written and spoken English and Chinese (preferred).
• Proficient in MS Office (Excel, Word, Powerpoint).

Responsibilities

• Lead, develop and inspire the Trade Marketing team across On-Trade and Off-Trade channels with a high-performance focus.
• Provide strategic direction, coaching and mentoring to Trade Marketing Managers and junior team members.
• Establish team objectives, KPIs and development plans aligned with growth priorities.
• Drive cross-functional collaboration and ensure unified commercial and consumer-centric approaches.
• Lead customer-specific activation strategies and channel playbooks to strengthen relationships.
• Oversee planning and execution of all trade activations, promotions and channel campaigns.

Skills

Leadership

Trade Marketing

Channel Development

Strategic Direction

People Management

Analytical Skills

MS Office

Education

Bachelor's degree

Tools

MS Office (Excel, Word, PowerPoint)

Job description

At Carlsberg, we thirst for Great People, Great Brands & Great Moments. We never settle where we are, but always thirst for the better. This passion will continue to burn & forever keep us thirsty. We are inviting dynamic, passionate & professional talent to join Carlsberg Hong Kong on this ambitious journey.

Role Purpose

Lead the Trade Marketing function across On-Trade and Off-Trade channels, translating business and brand priorities into winning channel strategies, customer activations and commercial programs. Responsible for building high-performing teams, driving execution excellence, optimizing trade investments and delivering sustainable growth through shopper-focused and customer-centric initiatives.

What you'll be doing:

Trade Marketing Leadership & Team Management

• Lead, develop and inspire the Trade Marketing team across On-Trade and Off-Trade channels, fostering a high-performance culture focused on accountability, collaboration and execution excellence.
• Provide strategic direction, coaching and mentoring to Trade Marketing Managers and junior team members, ensuring strong talent development, succession planning and capability building.
• Establish clear team objectives, KPIs and development plans aligned with company growth priorities.
• Create and implement best practice processes, ways of working and governance across the Trade Marketing function.
• Drive cross-functional collaboration and ensure channel teams operate with a unified commercial and consumer-centric approach.

Customer & Channel Development

• Act as the key Trade Marketing business partner to Sales Leadership, Key Account Teams and Brand Marketing teams.
• Support the development of Joint Business Plans with strategic customers and key account partners to drive mutual growth.
• Lead customer-specific activation strategies and channel playbooks that strengthen customer relationships and deliver competitive advantage.
• Drive channel segmentation and route-to-market strategies to maximize effectiveness and efficiency across customer groups.
• Develop and continuously improve channel guidelines, execution standards and activation toolkits.

Shopper, Consumer & Market Insights

• Share market intelligence and competitive analysis to identify emerging trends, growth opportunities and business threats.
• Establish clear measurement frameworks to evaluate the effectiveness of trade marketing programs and channel investments.

Trade Activation & Execution Excellence

• Oversee the planning and execution of all trade activations, customer promotions, point-of-sale materials, special packs and channel-specific campaigns.
• Ensure flawless execution of marketing initiatives across all channels through close collaboration with Sales, Supply Chain, Procurement and external agencies.
• Drive continuous improvement in activation effectiveness through post-evaluation reviews, performance tracking and ROI optimization.
• Ensure all programs are delivered on time, in full and within approved budgets.

Portfolio & Innovation Management

• Lead channel commercialization strategies for new product launches, innovations and portfolio expansion initiatives.
• Partner with Brand Teams to ensure innovation pipelines are successfully translated into customer and channel opportunities.
• Evaluate and prioritize channel opportunities that support premiumization, value growth and long-term portfolio development.

Budget & Performance Management

• Own and manage the Trade Marketing budget across channels, ensuring disciplined investment management and strong return on investment.
• Establish clear KPI dashboards to monitor channel performance, activation effectiveness and commercial outcomes.
• Conduct regular business reviews with senior management, providing insights and recommendations to improve performance.
• Ensure all trade marketing investments comply with company policies, governance requirements and financial targets.

Stakeholder & Agency Management

• Build strong partnerships with Sales, Marketing, Finance, Supply Chain and Procurement teams to drive business performance.
• Lead external agency management, ensuring high-quality delivery, innovation and cost efficiency.
• Represent Trade Marketing in strategic commercial discussions, customer engagements and leadership forums.
• Lead cross-functional projects and transformation initiatives that enhance organizational capability and business growth.

What we're looking for:

• Degree holder with at least 10 years of relevant experience in Trade Marketing, FMCG, beverage or food service industries.
• Proven leadership experience in Trade Marketing; strong exposure to restaurant groups, customer development and route-to-market strategies is preferred.
• Strong networking, excellent in interpersonal & customer service skills with a pleasant & outgoing personality.
• Self-motivated with a positive attitude and strong mindset to drive results.
• Good planning & organization skills.
• Experience in people management.
• Strong numeric sense with good analytical skills.
• Good command of written and spoken English and Chinese (preferred).
• Proficient in MS Office (Excel, Word, Powerpoint).

Carlsberg will retain the applications for a maximum of six months and may refer suitable applicants to other vacancies within the company.