Head of Trade Marketing

YEE LEE CORPORATION BHD.; Johor Bahru; On-site; MYR 180,000 - 240,000; Full time

Job summary

Yee Lee Corporation Bhd invites an experienced Trade Marketing Leader to shape and drive the company's trade marketing strategy across Modern Trade, General/Traditional Trade, distributors and other channels in Malaysia. You will translate brand and sales objectives into channel activation plans, oversee budget management and ROI, and lead a high-performing team to execute in-market initiatives.

This role requires deep market knowledge of the Malaysian FMCG sector, strong analytical skills and

Qualifications

• Bachelor's degree in Marketing, Business Administration, Commerce or related discipline.
• Approximately 8-12 years of relevant commercial experience, preferably in FMCG.
• Strong experience in Trade Marketing and Category Management.
• Preferably 3-5 years of people-management or functional leadership experience.
• Strong understanding of the Malaysian FMCG market.
• Good knowledge of Modern Trade and General/Traditional Trade channels.
• Experience managing trade promotions and commercial budgets.

Responsibilities

• Develop and lead the overall trade marketing strategy.
• Develop annual trade marketing plans aligned with business and sales objectives.
• Translate brand strategies into channel, customer and shopper activation plans.
• Identify business growth opportunities across channels, categories and customers.
• Develop go-to-market strategies with Sales and Brand Marketing.
• Monitor market, shopper, customer and competitor trends.
• Develop strategies for Modern Trade, General/Traditional Trade, distributors and other relevant channels.
• Strengthen collaboration with retailers, customers and distributors.
• Drive product distribution, availability, visibility and in-store execution.
• Identify opportunities to improve channel and customer performance.
• Lead planning and execution of trade promotions and customer programs.
• Manage the overall Trade Marketing budget.
• Ensure effective allocation of trade investment across customers, channels and activities.
• Monitor trade spending and promotional effectiveness.
• Conduct post-promotion evaluations and ROI improvement actions.
• Analyse sales and channel performance and translate data into recommendations.
• Establish and monitor Trade Marketing KPIs.
• Prepare business reviews for senior management.
• Lead and manage the Trade Marketing team.

Skills

Trade Marketing

Category Management

Stakeholder management

Cross-functional collaboration

Leadership

Team development

Analytical thinking

Negotiation

Presentation

Education

Bachelor's degree in Marketing, Business Administration, Commerce or related discipline

Tools

Microsoft Excel

PowerPoint

Job description

Lead the overall Trade Marketing function and strategy.

Translate company, brand and sales objectives into effective trade and channel strategies.

Drive business growth across Modern Trade, General/Traditional Trade, distributors and other relevant channels.

Connect brand strategies with sales and in-market execution.

Balance strategic planning, commercial analysis and hands‑on market execution.

Key Responsibilities

Develop and lead the overall trade marketing strategy.

Develop annual trade marketing plans aligned with business and sales objectives.

Translate brand strategies into channel, customer and shopper activation plans.

Identify business growth opportunities across channels, categories and customers.

Develop go‑to‑market strategies together with Sales and Brand Marketing.

Monitor market, shopper, customer and competitor trends.

Channel & Customer Development

Develop strategies for Modern Trade, General/Traditional Trade, distributors and other relevant channels.

Strengthen collaboration with key retailers, customers and distributors.

Drive product distribution, availability, visibility and in‑store execution.

Develop merchandising and display standards across relevant channels.

Identify opportunities to improve channel and customer performance.

Trade Promotion & Budget Management

Lead the planning and execution of trade promotions and customer programs.

Manage the overall Trade Marketing budget.

Ensure effective allocation of trade investment across customers, channels and activities.

Monitor trade spending and promotional effectiveness.

Conduct post‑promotion evaluations.

Improve promotion ROI and commercial returns.

Recommend corrective actions for underperforming activities.

Business Analysis & Performance Management

Analyse sales performance, channel performance and customer trends.

Monitor competitor activities, pricing and promotional activities.

Translate commercial data into actionable business recommendations.

Establish and monitor Trade Marketing KPIs.

Prepare business reviews and recommendations for senior management.

Identify risks, opportunities and gaps in commercial performance.

Cross‑Functional Leadership

Work closely with Sales, Brand Marketing, Supply Chain and Finance.

Ensure trade marketing plans are commercially and operationally executable.

Align promotional plans with inventory and supply availability.

Support demand planning through promotional and market insights.

Act as the key link between Brand Marketing strategy and Sales execution.

Drive alignment between commercial teams on channel and customer priorities.

Lead and manage the Trade Marketing team.

Set clear objectives, priorities and performance expectations.

Coach and develop team members.

Build team capability in:

• Trade marketing.
• Category management.
• Commercial analytics.
• Promotional management.
• In‑store execution.

Build a high‑performance and commercially focused Trade Marketing function.

Market & Execution Excellence

Conduct regular market and customer visits.

Monitor product availability, visibility, displays and promotional execution.

Evaluate competitor activities and market developments.

Work with Sales and distributors to address execution gaps.

Drive continuous improvement in Perfect Store / execution excellence standards.

Requirements

Bachelor's Degree in Marketing, Business Administration, Commerce or related discipline.

Approximately 8-12 years of relevant commercial experience, preferably within the FMCG industry.

Strong experience in one or more of the following areas:

• Trade Marketing.
• Category Management.

Preferably 3-5 years of people‑management or functional leadership experience.

Strong understanding of the Malaysian FMCG market.

Good knowledge of Modern Trade and General/Traditional Trade channels.

Experience managing trade promotions and commercial budgets.

Strong understanding of trade investment and ROI.

Strong analytical and commercial capabilities.

Ability to translate data into practical commercial actions.

Strong stakeholder‑management and cross‑functional collaboration skills.

Strong leadership and team‑development capabilities.

Strong communication, presentation and negotiation skills.

Proficient in Microsoft Excel and PowerPoint.

Experience with business intelligence or syndicated market data tools would be an added advantage.

Strategic thinker with strong hands‑on execution capability.

Why Join Us

Lead the Trade Marketing function within an established FMCG organisation.

Influence commercial and channel strategies across the business.

Work closely with senior management and cross‑functional leaders.

Develop and strengthen Trade Marketing capabilities within the organisation.

Drive improvements in trade investment effectiveness and execution.

Play a key role in strengthening our brands' presence and performance in the Malaysian market.

Yee Lee Corporation Bhd (YLC) began in 1968 as an edible oil repacked in Malaysia and has since grown into a fully integrated manufacturer and distributor. It operates across various sectors, including consumer products, plantations, and eco‑tourism. YLC aims to enhance Malaysian families' quality of life by developing affordable, high‑quality products using local resources. The company focuses on continuous innovation, customer satisfaction, and environmental responsibility, supported by 18 branches nationwide. Guided by its philosophy of "Integrity before Profits," YLC emphasizes honesty, fairness, and ethical practices to build long‑term success.

Yee Lee Corporation Bhd (YLC) began in 1968 as an edible oil repacked in Malaysia and has since grown into a fully integrated manufacturer and distributor. It operates across various sectors, including consumer products, plantations, and eco‑tourism. YLC aims to enhance Malaysian families' quality of life by developing affordable, high‑quality products using local resources. The company focuses on continuous innovation, customer satisfaction, and environmental responsibility, supported by 18 branches nationwide. Guided by its philosophy of "Integrity before Profits," YLC emphasizes honesty, fairness, and ethical practices to build long‑term success.