Customer Marketing Coordinator

Mattel Asia Pacific; Kuala Lumpur; On-site; MYR 60,000 - 90,000; Full time

Job summary

Mattel Asia Pacific seeks a Trade Marketing Coordinator to support planning, coordination, and execution of trade marketing activities across priority markets in APAC. You will work closely with Sales, Marketing, and Distributors to meet commercial and brand objectives.

Key responsibilities include managing in-store promotions, monitoring execution, aligning campaigns with brand priorities, and ensuring timely supply readiness.

Qualifications

• Experience in either sales, marketing or trade marketing.
• Undergraduate degree in Business or other relevant qualification preferred.
• Strong organizational and time management skills.
• Computer literate and able to retrieve relevant data from systems.
• Good written and verbal communication skills.
• Experience in merchandising, category management, or marketing.
• Good business acumen and stakeholder management skills.

Responsibilities

• Support distributors in in-store promotions and retailer programmes, translating brand priorities into local plans.
• Monitor progress to ensure execution excellence and address gaps with corrective actions.
• Collaborate with Sales and Marketing on campaigns, activations, and supply readiness.
• Review distributor execution performance and contribute to business reviews highlighting risks and opportunities.
• Track effectiveness of in-store activities and gather feedback for learnings.
• Integrate trade marketing initiatives within JBPs, brand plans, and eComm strategies.
• Supervise merchandising guidelines and optimize assortment and shelf productivity.
• Coordinate with distributors on brand guides and working files; support line selection and drivers.
• Provide administrative support: manage POSM design, approvals, and budget tracking.

Skills

Organizational skills

Time management

Data retrieval from systems

Written and verbal communication

Stakeholder management

Merchandising

Category management

Marketing

Education

Undergraduate degree in Business or related

Job description

CREATIVITY IS OUR SUPERPOWER. It’s our heritage and it’s also our future. Because we don’t just make toys. We create innovative products and experiences that inspire fans, entertain audiences and develop children through play. Mattel is at its best when every member of our team feels respected, included, and heard- when everyone can show up as themselves and do their best work every day. We value and share an infinite range of ideas and voices that evolve and broaden our perspectives with a reach that extends into all our brands, partners, and suppliers.

The Opportunity:

To support the planning, coordination, and execution of trade marketing activities across priority markets, working closely with Sales, Marketing, and Distributors to help achieve commercial and brand objectives.

What Your Impact Will Be

In-store Promotions and Retailer Programmes

• Support Distributors in the execution of in-store promotions/retailer-specific programmes. Work closely with Manager, Sales & Marketing to ideate, translate Global brand franchise priorities into local execution plans in accordance with brand guidelines and agreed Joint Business Plans to meet Sales KPIs
• Monitor progress to ensure execution excellence of Distributors' retail programmes i.e. promotions, merchandising, store revamps/renovations and flag execution gaps and support corrective actions
• Work closely with Sales & Marketing on key campaigns, activations, key drivers, promotions, alignment of timing, mechanics, sell-in/sell-out phasing and supply readiness to ensure smooth & timely execution
• Review Distributors' execution performance through evaluations, and contribute to business reviews, highlighting risks, gaps, and improvement opportunities
• Track effectiveness of in-store/promoter activities via pre/post analysis by gathering feedback from Distributors, review qualitative/quantitative performance indicators to gain insights/learnings to improve future campaigns

Strengthen Customer and Distributor Alignment

• Integrate Trade Marketing strategies/initiatives within Sales JBPs, Global Marketing Brand Plans, eComm and Consumer Products for a ONE Franchise execution
• Supervise merchandising guidelines (coordination/approvals with Distributors), supporting optimization of assortment, hero SKU focus, and shelf productivity
• Coordinate & share with Distributors latest Brand/Style Guides & working files
• Support Sales Team via joint planning in matters of line selection, key drivers' identification & implementation, segment analysis, & promotion input
• Focus on priority markets, Philippines, Korea, Thailand, Vietnam, with activations based on market maturity, channel mix and distributor capabilities

Execution in Trade

• Regular trade visits and store audits (if required) to ensure brand guidelines are met, planogram effectiveness and must-have SKUs are available in trade
• Support Distributors' new store renovations, revamps and executions

Administrative support:

• Supervise in-store POSM design (brief & coordination with Distributors)
• Coordination of FAs approvals from Global Creative Teams (5 respective BUs) & input from local Global Brand Marketing teams (local execution) where applicable
• Maintain CM A&P budget; to raise PRs/POs, track & ensure spending within budget
• Coordinate/manage toy samples

Experience

What We’re Looking For:

• Experience in either sales, marketing or trade marketing

Education:

• Undergraduate degree in Business or other relevant qualification preferred

Knowledge, Skills

• Strong organizational and time management skills
• Computer literate and able to retrieve relevant data from systems
• Good written and verbal communication skills
• Experience in merchandising, category management, or marketing
• Good business acumen and stakeholder management skills

How We Work

• We collaborate Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Our Approach to Flexible Work:

We embrace a flexible work model designed to empower a culture of growth, optimism, and wellbeing, where every employee can reach their full potential. Combining purposeful in-person collaboration with flexibility, our focus is to optimize performance and drive connection for moments that matter.

Who We Are

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment.

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