This position is responsible for translating national brand and trade strategies into effective regional execution, ensuring alignment with local market dynamics, consumer behaviors, and customer insights.

Reporting directly to the Head of Sales and dotted line to the Head of Trade Marketing, this role partners with regional sales teams to activate trade plans, guide promotional strategy, and optimize resource allocation. It leads the cycle planning process and supports frontline teams in driving executional excellence and data-driven sales management.

As the regional voice in national forums, the role contributes to shaping national wide trade marketing strategy and annual planning. It also oversees the regional Trade Marketing team, fostering talent development, cross-functional collaboration, and strong governance to enable sustainable business growth.

Regional Strategy Execution & Channel Leadership

Customize and implement national brand & trade strategies in alignment with local consumer & customer insights & regional market realities (urban vs rural, channel mix, consumer behaviors).
Monitor and steer local execution through monthly drumbeat and regular market visits, identifying growth levers and ensuring ICP alignment.
Act as the “voice of region” in national forums, providing feedback on feasibility, competitiveness, and results.
Advise HOS and Sales/Trade HO for relevant commercial actions based on local consumer and customer understanding, and context of business, across all commercial levers (SP, Retailer promotion, Tied Up, POSM, Trade promotions, Activations…)

Lead Execution of Regional ICP to ensure business delivery

Partner with Sales to deliver topline targets, aligning off-trade and on-trade plans.
Drive ROI-focused activation with clear tracking and continuous improvement.
Translate national strategies into regional execution excellence.
Own POSM deployment, in-outlet visibility standards, and communication campaigns tailored to regional tastes.

Budget Management

Advise Trade Marketing HO team on the resource allocation/ prioritization (TME) within the BU to bring best results for BU.
Support and advise the HOS on strategic approach to prioritize and allocate regional sales budget (LME) in line with business objectives and ICP strategy
Evaluate the effectiveness of all commercial activities at BU and regional level to propose optimization for future investment.
Ensure strong governance and compliance across activity spend.

Talent Development & Capability Building

Lead, coach, and develop a high-performing regional TM team, fostering a culture of ownership and executional excellence.
Build local bench strength through mentoring, skills assessments, and rotation programs.

Qualifications: University degree in Business Administration, Economics, Marketing

Experience / skills required:

Broad commercial experience with specialization in Trade Marketing and strong demonstrated knowledge of Sales & Brand Marketing fundamentals
At least 5-year working experience in the relevant field in beverage industry or FMCG
Capable of translating strategy into clear plans and actionable sales execution
Solution oriented, finding creative solutions between multiple stakeholders to drive optimal outcome
Entrepreneurial drive
Proactive communication, strong negotiation and presentation skill
PC such as all Microsoft Office and Photoshop

Language(s): Proficient in spoken and written English

Functional Competencies:

Category, Brand, Portfolio understanding: Effective
Shopper & On Premise Consumer understanding: Effective
Route to Market & Customer Understanding: Effective
TM Strategy: Effective
Activation & EOE: Advanced
Profitability: Effective

A diverse and open working culture, where your true identity is celebrated.
Multiple career opportunities to rotate within Functions or cross-functions.
Your wellbeing will be taken care by our Health & Safety Team since Day 1.
Be a part of our sustainability journey in Brewing the Better Vietnam.
Performance appraisal twice a year to guarantee constructive feedback
Performance bonus (estimated at least 3 months) and 13th month salary bonus
Bao Viet Insurance for employees and family
Annual leave: 18 days/year
Flexible benefit voucher
80% lunch in canteen
Annual team building, Town hall, YEP
Gift for special holidays and sponsor traveling ticket in Tet Holiday
Working hour: from Monday to Friday (8h00-12h00,13h00-17h00)