AVP-Trade Advocacy & Segmenttation Lead

PT. Indosat Tbk; Indonesia; On-site; IDR 120,000,000 - 240,000,000; Full time

Job summary

PT. Indosat Tbk is seeking a Trade Marketing Manager (Visibility & Communication) to own in-store POSM strategy, channel messaging, and outlet visibility across retail outlets.

You will guide HQ-to-field procedures, design SOPs for last-mile deployment, manage budgets, and lead regional teams to ensure compliant and impactful executions. This role emphasizes data-driven decisions and close collaboration with Brand and Sales to maximize retail impact.

Qualifications

• 4–7 years of Trade Marketing/POSM/Channel Marketing experience.
• Proven ability to create SOPs and last-mile field processes.
• Experience using trade data and shopper studies to evaluate POSM.
• Strong stakeholder management across HQ, regional teams, and field units.

Responsibilities

• Develop POSM and in-store visibility strategy for outlets.
• Lead last-mile execution, SOPs, and WoW design.
• Define deployment schedules, budgets, and vendor governance.
• Run data learning models for POSM performance and budget allocation.
• Translate insights into actionable guidelines for creative design.
• Create trade communications and enablement kits for field teams.
• Oversee regional deployment and ensure national SOP compliance.

Skills

Trade Marketing

POSM Management

Channel Marketing

SOP Design

Data-driven decisions

Job description

Role Summary

The Trade Marketing Manager (Visibility & Communication) is responsible for driving brand visibility, Point-of-Sale Material (POSM) strategy, and channel communication strictly focused on the in-store and immediate outlet space (both inside and exterior of the outlet), excluding mass outdoor media like street or tree banners.

The role serves as the central HQ owner governing the end-to-end POSM lifecycle. This includes setting ways-of-working, designing execution SOPs for last-mile field deployment, leveraging data learning for POSM selection, and conducting end-user studies to maximize retail impact.

Key Responsibilities

• Outlet POSM & In-Store Visibility Strategy
• Lead visibility strategy exclusively within the outlet ecosystem (indoor & outdoor storefront), including permanent fixtures, counters, wall space, window branding, posters, hangers, and display units (excludes mass OOH media such as street banners or tree banners).
• Maintain deep expertise in material specifications, paper gsm, printing quality, sticker durability, and unit cost optimization.
• Tailor visibility choices and artwork guidelines based on outlet tiering, volume potential, and strategic relevance.
• Last-Mile Execution, SOPs & Ways-of-Working
• Design the HQ-to-field Way of Working (WoW) to guarantee seamless, high-quality last-mile deployment execution.
• Establish Standard Operating Procedures (SOPs) and execution standards for POSM deployment across all retail and trade channels.
• Manage the Monthly Trade Cycle Discipline, creating clear deployment schedules, allocation sheets, and audit mechanisms across all regions.
• Direct field teams and regional execution roles (BMEs) on deployment timelines and proper retirement of expired materials.
• Data-Driven Choices & End-User Impact Studies
• Run data decision learning models on POSM performance, using historical rollouts and sales metrics to optimize material selection and budget allocation.
• Conduct end-user (shopper and retailer) studies to evaluate how different POSM choices influence shopper behavior, dwell time, and conversion at the point of sale.
• Translate shopper insights into actionable guidelines for future creative design and material production.
• Trade Communication & Channel Enablement
• Develop targeted trade communications for two core audiences:
• Shoppers / Outlet Customers: Clear, effective point-of-sale product messaging within the outlet.
• Retailers & Field Teams: Instructional briefs, placement guides, and enablement kits for field promoters and sales representatives.
• Partner with Brand teams to ensure creative assets translate into high-impact, channel-compliant retail formats.
• Vendor, Agency & Regional Governance
• Manage trade marketing budget allocation aligned with strategic outlet potential and POSM ROI.
• Oversee production vendors and deployment agencies for customized or complex outlet installations.
• Provide functional direction and dotted-line oversight to regional trade coordinators to maintain national compliance with execution SOPs.

Key Performance Indicators (KPIs)

• Last-Mile Execution Compliance Rate: % of planned outlets meeting POSM deployment SOPs on time and according to standard.
• POSM Impact & Shopper Conversion Rate: Measurable sales/uplift performance driven by validated POSM choices.
• Audit & Quality Score: Field compliance score on material quality, eye-level placement, and removal of expired items.
• Process Efficiency: Successful adoption of execution SOPs and data-backed material selection models across channels.

Qualifications & Experience

• Experience: 4–7 years of dedicated Trade Marketing / POSM / Channel Marketing experience, preferably within an FMCG or high-velocity retail environment.
• Technical & Process Expertise: Proven capability in creating operational SOPs, designing last-mile field processes, and managing in-outlet POSM portfolios.
• Analytical & Research Skills: Experience leveraging trade data and conducting consumer/shopper studies to evaluate POSM effectiveness.
• Stakeholder Management: Ability to establish operational governance across HQ Brand teams, Regional Sales, and field execution units.