Regional Trade Marketing Lead

What you'll do:

As Regional Trade Marketing Lead, you will be responsible for driving brand penetration throughout Southeast Asia/APAC by crafting robust channel strategies that address both Modern Trade and General Trade environments. Your day-to-day will involve collaborating with cross-functional teams to translate brand campaigns into locally relevant execution plans that connect with shoppers at every touchpoint. You will design innovative shopper marketing activations that boost trial rates and basket sizes while adapting these programmes for cultural relevance across diverse markets. By creating practical toolkits for in-store execution—such as POSM materials and planograms—you will ensure consistent visibility of products. Your analytical skills will be crucial as you monitor promotional effectiveness using market insights to refine strategies. Additionally, you will champion the 'look of success' across all aspects of merchandising while coaching regional talents to elevate organisational trade marketing standards. Success in this role means delivering measurable sales growth through collaborative planning, insightful activation, and nurturing a high-performing team.

• Develop comprehensive channel marketing plans for noodle, sauce, and snack categories across Modern Trade (MT) and General Trade (GT) in priority markets.
• Translate overarching brand strategies into actionable channel execution plans that resonate with local shoppers and drive conversion.
• Segment channels and customers to prioritise initiatives that foster growth and align with joint business planning alongside sales teams and distributors.
• Design shopper marketing programmes that encourage trial, increase basket size, and adapt to regional nuances for maximum impact.
• Create adaptable toolkits including POSM materials, planograms, and promotional mechanics to support consistent in-store execution across all channels.
• Work collaboratively with local teams to tailor shopper programmes based on outlet type, shopper missions, and cultural relevance.
• Plan, evaluate, and optimise shopper promotions by channel, season or campaign; test promo mechanics and bundling strategies for effectiveness.
• Monitor ROI of trade promotions using market insights; provide recommendations for continuous improvement based on data analysis.
• Champion the 'look of success' for product assortment, merchandising, pricing, promotion, and shelf presence (AMPPS), ensuring brand consistency across markets.
• Coach and develop marketing talents in regional offices to enhance trade marketing capabilities through process improvements and strategic leadership.

What you bring:

The ideal Regional Trade Marketing Lead brings extensive experience from FMCG or consumer goods industries—particularly within Southeast Asia headquarters—enabling you to navigate complex retail landscapes with ease. Your proficiency in English ensures seamless communication across diverse teams while knowledge of Korean adds value when connecting interpersonally within the organisation. You possess deep insight into shopper behaviour as well as retail dynamics which informs your approach to channel strategy development. Analytical acumen allows you to interpret market data effectively so you can recommend improvements that drive performance. Your project management skills enable you to oversee multifaceted initiatives involving numerous stakeholders while maintaining a collaborative spirit. Experience creating adaptable toolkits for in-store execution demonstrates your practical understanding of what drives conversion at the point of purchase. Above all, your commitment to coaching others fosters communal growth leadership—helping elevate trade marketing capabilities throughout the region.

• Proficient English communication skills are essential for effective collaboration across regional teams.
• Over 10 years’ experience in shopper marketing or channel/trade marketing roles within FMCG or consumer goods sectors is required.
• Demonstrated experience working at the headquarters level of an FMCG multinational company in Southeast Asia is necessary.
• Deep understanding of shopper behaviour patterns as well as retail dynamics within both Modern Trade and General Trade channels is expected.
• Analytical abilities enabling interpretation of market trends and sales data to inform strategic decisions are vital.
• Excellent planning skills combined with strong project management capabilities allow you to execute complex initiatives efficiently.
• Collaborative mindset with proven ability to manage projects involving multiple stakeholders in a start-up or matrix environment is important.
• Experience designing regionally adaptable toolkits for in-store execution such as POSM materials or planograms is advantageous.
• Ability to coach and develop team members while fostering communal growth leadership within the organisation is highly desirable.

What sets this company apart:

This global food company has evolved into an industry leader renowned for its commitment to healthy, personalised nutrition delivered worldwide. With billions of units sold annually, the organisation continues to integrate food culture with technology while fulfilling environmental and social responsibilities. Employees enjoy a collaborative work environment where their contributions drive impactful initiatives on a global scale. The company values forward-thinking approaches that blend tradition with innovation—offering opportunities for professional development alongside meaningful work that shapes the future of food culture internationally. Here you’ll find a supportive network dedicated not only to business success but also sustainability and community engagement.

What's next:

If you are ready to make a lasting impact on regional trade marketing while advancing your career within a globally respected organisation, this is your moment!

Apply today by clicking on the link provided.