Trade Marketing Manager, Malaysia (Contractor)

At Suntory Global Spirits, this role offers a unique opportunity to be at the heart of commercial growth in Malaysia, partnering with globally recognized brands and driving best-in-class trade execution across multiple channels. As the Trade Marketing Manager, Malaysia, you will play a critical role in connecting brand strategy with marketplace execution, ensuring consumers experience our brands in the most impactful way. 

Purpose of the Role

Drive commercial excellence by translating brand and commercial strategies into effective trade execution across all channels. Partner with Sales, Marketing, Finance, and Distributor teams to enhance market execution, customer engagement, and sustainable business growth.

 

Key Responsibilities

• Develop and execute annual trade marketing strategies and activation plans aligned with brand, commercial, and channel priorities.
• Identify market opportunities through consumer, customer, and channel insights, and recommend initiatives that drive sales growth and shopper engagement.
• Lead the development and execution of trade activation programs, ensuring strong brand visibility, merchandising standards, promotional excellence, and effective POSM deployment.
• Establish and maintain execution standards ("Picture of Success") across priority channels, ensuring consistent in-market execution through close collaboration with Sales and Distributor teams.
• Monitor trade activation effectiveness, execution quality, and key performance indicators, recommending corrective actions and continuous improvements where required.
• Prepare and manage Monthly and Quarterly Business Reviews (MBR/QBR), consolidating sales, marketing, and distributor performance into actionable business insights.
• Analyze commercial performance, identify risks and growth opportunities, evaluate promotion ROI, and support business planning through data-driven recommendations.
• Develop, monitor, and maintain Sales and Marketing KPI frameworks, dashboards, and performance reporting to support effective decision-making.
• Manage the Trade Marketing budget to maximize return on investment while ensuring efficient allocation of resources across trade programs and activities.
• Partner closely with Sales, Marketing, Finance, and Distributor teams to drive flawless execution of commercial initiatives and continuous improvement of customer and market execution capabilities.

Experience

• 5-8 years of progressive experience in Trade Marketing, Sales Operations, Commercial Excellence, Shopper Marketing, or Customer Marketing within FMCG, Consumer Goods, Beverages, Spirits, Beer, Wine, or related industries.
• Proven experience developing and executing trade marketing programs that drive sales growth, brand visibility, and customer engagement.
• Experience working closely with distributor partners and managing in-market execution across multiple channels.
• Strong understanding of modern trade, general trade, convenience, e-commerce, and on-premise channels in Malaysia.
• Experience managing trade activation budgets and measuring promotional ROI.
• Exposure to commercial planning, performance reporting, and business reviews (MBR/QBR).
• Experience in premium spirits or alcoholic beverages is preferred but not essential.

 

Knowledge & Skills

• Strong trade marketing and commercial acumen with the ability to translate brand strategies into customer-facing execution plans.
• Solid understanding of shopper marketing, merchandising, POSM deployment, outlet activation, and route-to-market principles.
• Strong analytical skills with the ability to interpret sales data, identify trends, and provide actionable recommendations.
• Proficiency in KPI development, performance tracking, and dashboard reporting.
• Advanced Microsoft Excel and PowerPoint skills; experience with BI and reporting tools (e.g., Power BI, Tableau, Nielsen, Circana, or similar platforms) is an advantage.
• Strong project management skills with the ability to manage multiple initiatives simultaneously.
• Excellent communication, presentation, and stakeholder management skills