Trade Marketing Lead: Retail Strategy & Activation

PETOUR MALAYSIA SDN BHD; Kajang; On-site; MYR 48,000 - 64,000; Full time

Job summary

PETOUR MALAYSIA SDN BHD is seeking a proactive Trade Marketing Executive in Malaysia to translate brand and commercial strategies into channel and retail actions. You’ll bridge Brand Marketing, Sales and Retail Execution, leading trade planning, data analysis and retailer negotiations to boost distribution and sell‑through.

The role involves managing trade calendars, executing promotions, coordinating with cross‑functional teams, and supporting new product launches with retailers and key

Qualifications

• Bachelor's Degree in Marketing, Business, Commerce or related discipline.
• 3–5 years of relevant experience in Trade Marketing, Shopper Marketing, Channel Marketing, FMCG, consumer goods or retail.
• Experience in the pet care, FMCG or retail industry will be an added advantage.
• Experience managing merchandisers or field execution teams.
• Strong proficiency in Microsoft Excel and PowerPoint.
• Strong communication and presentation skills.
• Strong negotiation and influencing skills, with confidence in engaging key accounts, retailers and business partners.
• Good understanding of retail, shopper and consumer trends.
• Ability to work independently, manage multiple priorities and meet deadlines.
• Strong business acumen with a results‑oriented mindset.
• Proactive, adaptable and comfortable working in a fast‑paced environment.
• Willingness to travel for market visits, retailer meetings and business activities when required.

Responsibilities

• Develop trade marketing strategies across key accounts, pet specialty chains, independent pet stores and modern trade.
• Analyse channel, account and SKU performance, shopper behaviour and competitive landscape to identify growth opportunities and investment priorities.
• Develop channel plans that improve distribution, visibility, penetration and sell‑through.
• Develop and manage the trade marketing calendar covering promotions, seasonal campaigns, product launches and shopper activations.
• Develop effective trade mechanics such as bundles, GWP, PWP, sampling and retailer‑exclusive programs.
• Coordinate trade activities with Sales, Brand Marketing and Supply Chain, and review campaign performance to improve future activities.
• Develop account‑specific trade plans, shopper programs and commercial proposals with Sales and key retail partners.
• Negotiate trade programs, listing opportunities, display space, promotions and strategic retail projects.
• Build strong retailer relationships and identify opportunities that deliver measurable commercial returns.
• Support Sales in trade presentations, commercial negotiations and major retail projects.
• Analyse sell‑in, sell‑out, distribution, SKU performance, promotions, inventory and out‑of‑stock trends.
• Translate data into actionable recommendations for trade strategy, account planning, investment decisions and commercial negotiations.
• Use commercial insights to identify opportunities for sales, distribution and sell‑through growth.
• Develop merchandising standards covering planograms, SKU prioritisation, share‑of‑shelf, secondary displays and POSM.
• Lead and manage merchandisers to ensure consistent retail execution, outlet coverage and compliance with merchandising standards.
• Monitor field execution, identify gaps and coach merchandisers to improve visibility, availability and execution quality.
• Ensure field information and market feedback are accurate, commercially useful and actionable.
• Manage trade marketing budgets and evaluate retailer investments, promotional support and display opportunities based on commercial potential and ROI.
• Monitor shopper decision drivers, competitor pricing, promotions, assortment, visibility and market trends.
• Translate market intelligence into practical trade and commercial recommendations.
• Develop trade plans for new product launches, including channel priorities, launch assortment, hero SKUs, displays and activation.
• Work closely with Sales, Brand Marketing and Supply Chain to align launch readiness, forecasts and execution.
• Monitor distribution, availability and sell‑through, and recommend corrective actions based on launch performance.
• Provide Management with insights on channel performance, trade investment, competitive developments and key commercial opportunities.

Skills

Excel

PowerPoint

Negotiation

Communication

Data analysis

Trade marketing

Channel marketing

Strategic thinking

Travel readiness

Education

Bachelor's Degree in Marketing/Business

Job description

PETOUR MALAYSIA SDN BHD is seeking a proactive Trade Marketing Executive in Malaysia to translate brand and commercial strategies into channel and retail actions. You’ll bridge Brand Marketing, Sales and Retail Execution, leading trade planning, data analysis and retailer negotiations to boost distribution and sell‑through.

The role involves managing trade calendars, executing promotions, coordinating with cross‑functional teams, and supporting new product launches with retailers and key