Head of Trade Marketing - Malaysia, Singapore, and Brunei Foods

PepsiCo; Petaling Jaya; On-site; MYR 120,000 - 160,000; Full time

Job summary

A multinational food and beverage company is seeking a Head of Trade Marketing to manage trade marketing strategies for their portfolio in Malaysia, Singapore, and Brunei. The role includes leading promotional strategies, developing point-of-sale materials, and coordinating in-store activations. Ideal candidates will have at least 8 years of experience in trade marketing within FMCG, strong project management skills, and proficiency in tools like Excel and PowerBI. Exceptional communication in English is essential.

Qualifications

• Minimum 8 years of experience in trade marketing or sales operations, preferably in FMCG.
• Strong project management and stakeholder management skills required.
• Excellent communication skills in business English, with ability to influence.

Responsibilities

• Manage end-to-end trade marketing for PepsiCo Foods' portfolio in Malaysia, Singapore, and Brunei.
• Lead monthly cycle meetings with distributor teams to develop trade bulletins.
• Identify key accounts for promotions and manage allocations based on targets.
• Develop and deploy point of sale materials in line with marketing plans.
• Oversee in-store activation management to enhance consumer engagement.

Skills

Trade Marketing

Sales Operations

Project Management

Stakeholder Management

Data Analytics

Communication Skills

Education

Bachelor’s degree in relevant field

Tools

Microsoft Excel

PowerPoint

PowerBI

SAP

Job description

Overview

The Head of Trade Marketing role will manage end-to-end Trade Marketing for PepsiCo Foods' portfolio in Malaysia, Singapore, and Brunei. You will be asked to design and execute well-defined Channel & Category programs & activities to support achievement of volume growth and share ambition & bring to life PepsiCo’s perfect store agenda in the markets mentioned. You will be responsible for promotion planning, in-store visibility, field incentives, sampling, review of trade investment, etc. This is a market leadership role where you will need to set the agenda on Snacks and Hot Cereals/Breakfast Cereal Category, onboard the distributors and commercial team with your plans, and execute with excellence to ensure optimal return on investment and growth.

Responsibilities

What you will be responsible for:

TRADE MARKETING STRATEGY & EXECUTION EXCELLENCE:

• Lead in monthly cycle meetings & work with distributor team to develop monthly trade bulletin development to ensure overall national campaign & channel execution details clearly communicated to distributor teams.
• Work with Distributor team to ensure timely innovation pipeline & track performance according to AOP commitment.

PROMOTION DEPLOYMENT AND MANAGEMENT:

• Identifying key accounts for National Promotion implementation and align on allocations based on growth targets
• Work with Channel Leads & Distributor teams to develop Channel exclusive promotions to drive sales /close sales gaps.
• Work closely with Distributor teams to ensure Co-packing and product rework (stickering) is being done on a timely basis to meet trade selling plans.
• Work with distributor team to ensure promo tracking update for promotion executions based on agreed timeline and provide timely feedback on what's working well and what's not during execution for immediate rectification.
• Perform promotion evaluation to gauge promotion effectiveness and share learnings and recommendations for future promotions

POINT OF SALE MATERIALS DEVELOPMENT AND DEPLOYMENT

• Developing execution plan of POSM materials in-line with agreed sales & marketing Plan
• Work with agency to design POSM that translates brand’s campaign key message into relevant BTL communication for driving awareness and consideration among shoppers
• Propose and align on impactful display supports to gain strong visibility in key accounts
• Work closely with distributor KAM and Merchandisers to ensure timely placement of marketing materials in-store (POSM/Promo price up on time, promo stock availability) & ensure monthly tracking and report POSM deployment per plan

IN-STORE ACTIVATION MANAGEMENT:

• Leads in Activation, Sampling and consumer engagement initiatives as per marketing campaigns and work closely with agency & distributors on store selection & executions.
• Work with agency on appointment, training & reviewing of promoters to ensure only the best represent our brands in the right way in front of consumers and shoppers
• Perform in-store activation execution and share learnings and recommendations for future activations

AGENCY/VENDOR MANAGEMENT:

• Identify & source vendors for Marketing Initiatives (Activation, Sampling, Premiums etc.) and support PEP Marketing team negotiate pricing, scope etc.
• Appoint and manage agency vendors basis need scope for Promotions, POSM development and deployment, activation, sampling etc.

Qualifications

What you will need to have:

• Bachelor’s degree in a relevant field (e.g., Business Administration, Finance, Office Administration, etc.).
• Min. 8 years of experience in trade marketing and/or sales operations preferably within the FMCG or a related industry
• Proficiency in Microsoft Excel, Powerpoint is required; experience with other data analytics/dashboard tools (e.g. PowerBI, SAP) is a plus.
• Strong project management and stakeholder management skills, with experience in collaborating with distributors and retailers, and ability to work cross-functionally.
• Excellent written and verbal business English communication, with the ability to influence and guide leaders/partners/vendors.