This role leads the Trade Census and Coverage Excellence agenda for Heineken Vietnam — ensuring the business continuously maps, measures, and optimizes its outlet universe to unlock both strategic and operational growth opportunities.
You will act as the business owner of the Trade Census program, orchestrating people, processes, and data across Sales, Commercial, and external partners. Your work directly connects field execution with commercial strategy, ensuring the outlet universe becomes a true business asset that fuels coverage expansion, channel development, and RTC transformation.
This role also requires the ability to design and implement a scalable, rolling Trade Census model, ensuring continuous improvement and strategic alignment across Sales and Commercial functions.
Drive Trade Census & Coverage Transformation
• Lead the end-to-end setup, execution, and continuous improvement of the Trade Census — from field design and deployment to validation, analytics, and integration into RTC tools.
• Collaborate with Sales, Contact Center, and Agency partners to ensure high-quality, on-time delivery that reflects business priorities.
• Identify coverage gaps and growth opportunities to inform commercial strategy and support new channel or region expansion.
Translate Data into Strategic & Operational Impact
• Turn census data into insights that shape commercial and RTC decisions (coverage optimization, segmentation, Beyond Beer potential, draught opportunities).
• Connect Trade Census output to sales operations, ensuring insights translate into actionable coverage and route improvements.
• Champion Power BI / Excel-based analytics to visualize opportunities and monitor implementation progress.
Lead Cross-Functional Alignment & Project Governance
• Own the Trade Census roadmap and manage stakeholder alignment with Regional Sales, Commercial Excellence, and Supply Chain.
• Design and implement enhanced Trade Census and Coverage models to drive continuous improvement and scalability.
• Lead leadership alignment sessions and strategic reviews to ensure project direction and outcomes are fully supported across functions.
• Act as the single point of accountability for the delivery and impact of the Trade Census program.
• Lead project planning, governance, and communication, ensuring visibility of progress and impact across all levels.
• Facilitate post-project reviews to capture learnings and refine the next cycle’s approach.
Strengthen Sales Force Effectiveness
• Support sales territory design and coverage optimization initiatives.
• Collaborate with Sales Leaders to ensure RTC principles are embedded in field execution.
• Develop and deploy plans of action that connect outlet universe insights with sales growth plans.
Experience:
• 5–10 years of experience in Sales, Route-to-Market, RTC, Commercial Excellence, or Project Management within FMCG.
• Proven experience leading large-scale commercial or field execution projects.
• Strong analytical capability (Excel, Power BI) and experience connecting data to business outcomes.
Mindset & Capabilities:
• Strategic thinker with a strong execution mindset.
• Passionate about driving change and connecting data with sales growth.
• Skilled in cross-functional collaboration and influencing senior stakeholders.
• Demonstrated ability to lead through complex, fast-paced projects and deliver measurable results.
What Makes This Role Exciting
• Lead a national project that defines how we see and reach the market.
• Your work directly impacts both strategic planning and day-to-day execution.
• Connect data, people, and process to deliver smarter growth and stronger market presence.
• Help shape a repeatable, scalable framework that can guide future Trade Census projects across other OpCos.
Ideal for a commercially minded professional with Sales or RTC background who thrives on turning strategy into field impact and delivering measurable transformation.
