Senior Trade Marketing Manager - บริษัท บอนกาแฟ (ประเทศไทย) จำกัด

1. Develop the annual trade marketing strategy by managing product categories, planning merchandising, and creating promotional calendars for all B2B and B2C channels in order to align with the overall annual sales plan and achieve corporate revenue targets.
2. Drive channel-specific growth by conducting in-depth analysis of sales data, market trends, and competitor activities in order to identify new opportunities and create data-driven promotional campaigns.
3. Manage the trade marketing budget and channel pricing structure by overseeing all related expenditures, developing pricing models for key channels (e.g., MT, Export), and approving promotions in order to maximize return on investment (ROI) and maintain profitability.
4. Execute all in-channel marketing initiatives by overseeing the development of Point-of-Sale Materials (POSM) and directing the implementation of in-store activities and campaigns in order to increase product visibility and stimulate shopper demand.
5. Ensure cross-functional alignment by collaborating closely with Sales, Brand Marketing, and Supply Chain teams in order to guarantee that all trade marketing activities are fully integrated with new product launches and overall brand strategy.
6. Empower the sales team by providing them with the necessary tools, promotional plans, and market insights in order to effectively engage with trade partners and achieve their sales objectives.
7. Report on trade marketing performance by preparing and presenting monthly analyses on sales targets, campaign ROI, and competitor intelligence to senior management in order to facilitate strategic adjustments and continuous improvement.
8. Perform other related duties as assigned.

Key Performance Indicators (KPI)

• Sales & Commercial Performance
• Planning & Budget Management
• Stakeholder & Partner Management

Required Qualifications

• Bachelor’s degree in marketing, Business Administration, or a related field.
• Minimum of 7-10 years of progressive experience in trade marketing, channel marketing, or category management.
• At least 3-5 years in a managerial role is required.
• Essential experience in the FMCG, F&B, or consumer goods industry.
• Proven track record of developing and executing successful trade marketing strategies across multiple channels (e.g., Modern Trade, Horeca, General Trade).

Knowledge & Skills Requirements

• Strong strategic and analytical skills with the ability to translate data into actionable insights.
• In-depth knowledge of category management, shopper marketing, and merchandising principles.
• Excellent project management and cross-functional collaboration skills.
• Strong commercial acumen with experience in pricing and budget management.
• Excellent communication, negotiation, and presentation skills.
• Functional Strategy Development
• Designing and delivering the Business Model
• Managing Complexity
• Designing Functional Structure
• Connecting the Dots (People, Resources, Assets, Activities, Processes)
• Organization Design & Talent Planning
• Fluency in both Thai and English.