Regional Trade Marketing Manager, SEA

The Opportunity

We are partnering with a fast-growing global FMCG organisation to appoint a Regional Trade Marketing Manager to strengthen its commercial and trade marketing capabilities across the region, with Southeast Asia (SEA) as the key priority market.

Operating within a regional matrix structure, this role will be responsible for translating brand and commercial strategies into impactful channel and shopper activation plans. You will work closely with regional and local Sales, Marketing, Trade Marketing teams and distributor partners to accelerate brand penetration, strengthen in-store execution, and drive sustainable sales growth across priority SEA markets.

This is an exciting opportunity for an experienced trade marketing professional who combines regional strategic thinking with strong hands-on execution across diverse and distributor-led markets.

About the Company

Our client is a rapidly expanding global food and consumer goods organisation with an established portfolio of well-recognised brands. With ambitious international growth plans, the organisation continues to invest in strengthening its commercial capabilities, distribution footprint, and consumer relevance across Southeast Asia.

Key Responsibilities

Regional Channel Strategy & Planning

• Develop and execute regional trade and channel marketing strategies, with SEA as the primary market focus, across Modern Trade (MT) and General Trade (GT).
• Translate brand strategies and campaigns into locally relevant channel execution plans across priority SEA markets.
• Develop channel and customer segmentation strategies to identify and prioritise commercial growth opportunities.
• Partner with local Sales teams and distributors on joint business planning and market execution.

Shopper Marketing & In-Store Excellence

• Develop shopper marketing programmes that drive brand trial, conversion, basket size, and sales growth.
• Create scalable regional execution toolkits covering POSM, planograms, promotional mechanics, and in-store visibility.
• Partner with SEA markets to adapt regional initiatives based on local shopper missions, channel dynamics, and cultural relevance.
• Champion best-in-class in-store execution and consistency across priority brands and channels.

Trade Promotion & Commercial Effectiveness

• Develop and optimise trade promotion strategies across channels, seasons, and key commercial campaigns.
• Evaluate promotional mechanics, bundling strategies, and trade investments to identify opportunities for improvement.
• Monitor promotional effectiveness and ROI, translating performance insights into actionable recommendations.

Shopper Insights & Category Execution

• Leverage shopper, market, and sales insights to understand behavioural differences across SEA markets and channels.
• Translate insights into actionable trade marketing and channel strategies.
• Champion execution standards across assortment, merchandising, pricing, promotion, and shelf (AMPPS).
• Ensure consistent brand execution while enabling appropriate localisation across individual markets.

Stakeholder & Capability Development

• Collaborate closely with regional and local Sales, Marketing, Trade Marketing, Insights, and distributor teams.
• Lead complex cross-market projects involving multiple stakeholders across SEA.
• Coach and develop trade marketing capabilities across regional and local teams.
• Drive continuous improvement in trade marketing processes, tools, and ways of working.

Requirements

• Bachelor's Degree in Marketing, Business, Commerce, or a related discipline.
• Approximately 10–12+ years of experience in Trade Marketing, Shopper Marketing, Channel Marketing, Customer Marketing, or related commercial roles within FMCG or consumer goods.
• Strong regional experience across Southeast Asia is highly preferred, ideally gained within an FMCG regional or APAC headquarters environment.
• Strong understanding of SEA's diverse Modern Trade, General Trade, and distributor-led market dynamics.
• Proven ability to translate brand strategies into effective channel and shopper activation plans.
• Strong analytical and commercial capabilities with experience interpreting sales, shopper, market, and promotional performance data.
• Excellent project management and stakeholder influencing skills with the ability to operate effectively across a matrix organisation.
• Strong leadership and coaching capabilities with experience developing trade marketing talent and organisational capabilities.
• Fluent written and spoken English; proficiency in relevant local languages is advantageous for effective communication with market, distributor and commercial stakeholders across the assigned SEA markets.
• Entrepreneurial, agile, and comfortable operating in a fast-paced and evolving environment.

What's on Offer

• Opportunity to shape the SEA trade marketing strategy within a rapidly growing global FMCG organisation.
• High-impact regional role with Southeast Asia as the core growth market.
• Strong exposure to commercial strategy, shopper marketing, and distributor-led market development.
• Entrepreneurial and collaborative working environment with significant opportunity to build and influence.
• Competitive remuneration package with performance-based incentives

JC
Reg. No. R23116145
BeathChapman Pte Ltd
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