Trade Marketing Manager - Channel GT

Trade Marketing Manager – General Trade Channel Salary: Competitive and based on experience Location: Bangkok Keywords: trade marketing, channel strategy, shopper insights, collaboration, growth initiatives, revenue management, customer engagement, Go-to-market, Food, Food and Beverage, FMCG, General Trade, Cash Van, Local Modern Trade

About the Role

A leading global food and beverage company is seeking a Trade Marketing Manager to lead strategy and execution across General Trade, Cash Van, and Local Modern Trade channels. This is a high-impact role where you will shape category strategies, drive channel growth, and strengthen market execution across traditional and emerging trade formats.

You will play a critical role in translating brand and business strategies into effective trade plans, working closely with sales, marketing, and finance teams. With a strong focus on shopper insights, route-to-market optimisation, and commercial discipline, this role offers the opportunity to make a visible impact in a collaborative, globally recognised organisation.

Key Responsibilities

• Develop and execute trade marketing and category strategies across General Trade, Cash Van, and Local Modern Trade, aligned with overall business and brand objectives.
• Analyse market trends, shopper behaviour, and channel dynamics to identify growth opportunities across traditional and semi-modern trade formats.
• Lead end-to-end category growth initiatives, working with channel and sales teams to drive volume, value, and distribution expansion.
• Define channel-specific go-to-market strategies, ensuring the right assortment, pricing, promotions, and pack architecture for each channel.
• Drive Cash Van and Local Modern Trade effectiveness, focusing on availability, distribution breadth, outlet coverage, and execution excellence.
• Translate brand strategies into actionable trade plans using the 4Ps (Price, Promotion, Place, Pack) and ensure strong new product launches across all channels.
• Manage and optimise trade spending and promotional investments to maximise ROI and improve commercial efficiency.
• Develop and implement point-of-sale and perfect store standards, including planograms, visibility tools, and placement guidelines tailored to each channel.
• Support monthly demand planning and cross-functional alignment by representing trade marketing in key business forums.
• Lead customer business reviews and collaborate with sales teams on joint business plans and new product launch execution.
• Work closely with sales and marketing teams to ensure alignment and flawless execution across all trade marketing activities.

What You Bring

• Master’s degree in Marketing, Business Administration, or a related field.
• Strong experience in trade marketing or category management within General Trade, Cash Van, and/or Local Modern Trade channels, preferably in FMCG.
• Deep understanding of traditional trade route-to-market models, distributor management, and outlet execution.
• Strong analytical skills with the ability to translate data and shopper insights into actionable channel strategies.
• Experience managing trade budgets, pricing structures, and revenue management initiatives.
• Proven ability to work cross-functionally and influence stakeholders at multiple levels.
• Excellent communication, project management, and execution capabilities.
• Strategic mindset combined with a hands-on, results-driven approach.

Why Join This Company

• A globally recognised food and beverage organisation with strong brands and market leadership.
• Collaborative, inclusive culture that values knowledge sharing and teamwork.
• Exposure to diverse channels including General Trade, Cash Van, and Local Modern Trade, offering broad commercial experience.
• Flexible working arrangements and strong investment in learning and career development.
• A supportive environment where ideas are valued and impact is visible.

Next Step

If you are passionate about driving growth across General Trade, Cash Van, and Local Modern Trade and want to be part of a high-performing commercial team, we encourage you to apply.

Apply today and take your trade marketing career to the next level with a global market leader.

Due to the high volume of applications, our team will only be in touch if your application is shortlisted.

Robert Walters Recruitment (Thailand) Limited
Recruitment License No.: น. 1188 / 2551