Trade Marketing Manager (FMCG)

The role is pivotal in ensuring Perfect Store standards are met, driving distribution, visibility, promotions, and field force effectiveness. You will act as the vital link between marketing and sales, leveraging your channel expertise and operational discipline to deliver seamless shopper experiences.

What you'll do:

As a Trade Marketing Manager in Kuala Lumpur recruited on behalf of our client, you will be entrusted with shaping the entire trade marketing landscape for offline and online retail channels. Your day-to-day responsibilities will revolve around crafting strategic plans that bridge the gap between sales objectives and brand aspirations. You will work collaboratively with various teams to ensure products are always available where they matter most—across modern supermarkets as well as traditional outlets—while maintaining impeccable shelf standards. By designing engaging promotional campaigns tailored to different shopper profiles and deploying eye-catching POS materials in-store, you will elevate the brand’s presence at every touchpoint. Your ability to manage agency partners effectively ensures that field teams deliver consistently against set KPIs. Through rigorous campaign execution supported by regular audits and data-driven optimisation efforts, you will continuously enhance performance outcomes. Building trusted relationships with both internal colleagues and external partners will be key as you champion a culture of shared success throughout the organisation.

• Develop and own the comprehensive 12-month trade marketing strategy and activation calendar tailored to both offline and online retail channels (excluding pure play eCommerce), ensuring alignment with overall business objectives.
• Collaborate with sales, brand, and trade partners to create integrated go-to-market plans that drive commercial success while delivering a seamless shopper journey across all touchpoints.
• Set clear numeric and weighted distribution targets for must-sell SKUs, ensuring consistent product availability across key channels and diverse store formats.
• Maintain planogram integrity by overseeing shelf hygiene standards, negotiating increased share of shelf space, and securing valuable secondary placements within stores.
• Design and execute channel-relevant promotional campaigns that resonate with shopper behaviour while aligning with brand priorities to maximise conversion rates.
• Deploy impactful point-of-sale materials (POSM) tailored to specific store formats, ensuring high visibility, compliance with brand guidelines, and timely refreshment of assets.
• Manage promoter and merchandising execution through third-party marketing agencies by setting clear KPIs, monitoring performance, and ensuring consistent delivery of brand standards.
• Oversee end-to-end campaign execution processes including conducting audits, tracking performance metrics, and optimising activities using actionable data insights.
• Measure return on investment (ROI) for all trade marketing initiatives; refine strategies based on data analysis while monitoring competitor activity, shopper insights, and emerging channel trends.
• Build strong relationships with retailers, distributors, agencies, and internal stakeholders to foster collaboration across marketing, sales, operations, and field teams.

What you bring:

To excel as a Trade Marketing Manager in this role based in Kuala Lumpur, you will bring substantial experience from FMCG environments where you have successfully implemented Perfect Store principles across diverse retail landscapes. Your background should include deep familiarity with distribution mechanics—ensuring products reach every relevant outlet—and an ability to segment channels strategically for optimal results. You will have honed your skills in planogram management by conducting thorough shelf audits while negotiating advantageous placements that boost visibility. Your approach to promotions is grounded in understanding shopper motivations so each campaign delivers tangible returns. Experience deploying POS materials effectively ensures brands stand out at every opportunity. Managing agency partners comes naturally to you; you know how to motivate field teams towards shared goals using clear KPIs. Your campaign management expertise spans both physical stores and digital platforms—enabling seamless integration of all activities. Above all else, your collaborative spirit allows you to build lasting relationships inside the organisation as well as externally among key stakeholders.

• At least six years’ experience in fast-moving consumer goods (FMCG) trade or shopper marketing roles with a proven record of delivering Perfect Store execution across both modern trade outlets and traditional retail environments.
• Comprehensive understanding of sell-in/sell-out dynamics along with coverage models; adept at channel segmentation strategies that drive must-sell SKU availability as well as ambitious distribution targets.
• Demonstrated expertise in planogram implementation including conducting detailed shelf audits; skilled at negotiating increased share of shelf space plus securing additional secondary placements within stores.
• Proven ability to design shopper-centric promotional campaigns that deliver measurable ROI improvements alongside uplifted conversion rates aligned with broader brand goals.
• Strong capability in planning visibility strategies; experienced in deploying point-of-sale materials (POSM) tailored for different store formats while tracking compliance rigorously to maintain consistent brand presence.
• Hands-on experience managing promoter teams as well as merchandising staff via third-party agencies; able to set clear KPIs while optimising team performance through supportive leadership practices.
• Track record of leading end-to-end campaign execution across both offline brick-and-mortar stores as well as digital retail environments; comfortable integrating multiple touchpoints into cohesive activations.
• Exceptional interpersonal skills enabling effective collaboration with cross-functional teams internally plus building dependable partnerships externally with retailers or distributors alike.
• Commercial acumen combined with operational discipline; able to manage budgets efficiently while maximising commercial impact through data-driven decision making.

What sets this company apart:

The client behind this opportunity is renowned for fostering an inclusive workplace culture where collaboration thrives across departments. Employees benefit from flexible working arrangements designed to support work-life balance without compromising professional development or team connectivity. The organisation places significant emphasis on continuous learning—offering access to training programmes that keep skills sharp amid evolving market demands. With a commitment to nurturing talent from diverse backgrounds—including those who may be under-represented—the company actively promotes an environment where everyone can contribute meaningfully toward shared objectives. Supportive leadership ensures individuals feel valued while being encouraged to grow their careers within a network built on trust, respect, and open communication. This is an ideal setting for those who value teamwork just as much as personal achievement—a place where your contributions truly make a difference every day.

What's next:

If you are ready to take the next step in your career journey by joining a team where your expertise will be valued and your ideas welcomed, we encourage you to apply now!

Apply today by clicking on the link provided—your future as a Trade Marketing Manager awaits!

Do note that we will only be in touch if your application is shortlisted.

Agensi Pekerjaan Robert Walters Sdn Bhd
Business Registration Number : 729828-T
Licence Number : JTKSM 423C