Channel Marketing Supervisor – Asian On-Trade (South)

Giới thiệu công ty

Yêu cầu ứng viên

• Minimum 5 years’ experience in Trade Marketing, Channel Marketing, or Sales within FMCG, spirits, beer, or beverage industries.
• Demonstrated hands-on experience working across the Asian On-Trade universe — ideally with direct exposure to HEB, NC, or premium restaurant environments in Ho Chi Minh City or other Tier-1 Vietnamese cities.
• Experience working in a multinational company is strongly preferred.
• Proven track record of developing sub-channel activation plans, managing trade budgets, briefing agencies, and delivering measurable channel results.
• Deep knowledge of the Asian On-Trade channel: outlet typologies, consumer occasions, competitive landscape, and on-trade purchase-decision dynamics across HEB, NC, AR, and TOT.
• Strong planning skills: able to build structured, multi-sub-channel annual plans with clear timelines, activity calendars, and budget breakdowns.
• Strong reporting and analytical skills: able to interpret sell-out data, activation compliance results, and field observations, and translate them into clear, decision-enabling insights; proficient with Excel (pivot tables, charts, dashboards) and PowerPoint.
• Budget management and basic financial acumen: P&L awareness, ROI calculation, Trade A&P governance.
• Brand and category management fundamentals: consumer behaviour, customer segmentation (PROS), POS/visibility management, category strategy.
• Rigorous Planning & Follow-Through: Builds detailed plans and tracks execution relentlessly; holds self and others accountable to timelines, quality standards, and budgets.
• Education & Experience
• Bachelor’s degree in Marketing, Business Administration, or a related field; MBA is an advantage.
• Technical & Functional Competencies
• Full Channel Commitment: Willing to be present in outlets during evening and weekend activation windows; treats the channel as a priority, not just a responsibility.
• Commercial Partnership Mindset: Works as a true partner to the Sales team — listens to field reality, co-creates solutions, and earns trust through consistent delivery.
• Creative Problem-Solving: Finds innovative, channel-specific activation ideas that stand out in a competitive on-trade environment.
• Integrity & Responsible Marketing: Champions PRV’s Code of Business Conduct and Responsible Drinking standards at all times.
• Fluent Vietnamese and business-proficient English (written and spoken).
• Leadership & Behavioural Competencies
• Proactive & Insight-Driven: Does not wait to be told — continuously monitors performance, identifies gaps, and submits creative, well-reasoned proposals for change.
• Clear Communication & Storytelling: Translates complex channel data into simple, compelling narratives for both senior management and field teams.

Mô tả công việc

• The Channel Marketing Supervisor – Asian On-Trade is accountable for developing and executing channel-specific marketing plans across four Asian On-Trade sub-channels: High Energy Bars (HEB), Night Clubs (NC), Asian Restaurants (AR), and Traditional On-Trade (TOT).
• Planning for Nationwide & Execute in the South region.
• The role drives demand creation, brand visibility, and trade engagement to deliver profitable, sustainable volume growth for Pernod Ricard Vietnam brands.
• The role demands full commitment to the channel: deep in-outlet presence, close commercial collaboration, and the analytical rigour to track performance and surface actionable insights.
• The incumbent is expected to proactively propose creative, data-driven improvements across sub-channels and to translate those proposals into structured, well-resourced plans with clear KPIs and accountability.
• Scope covers in-outlet brand activations/Promotion. Thematic campaigns and product launches are excluded from this role’s ownership.
• KEY ACCOUNTABILITIES
• 3.1 Sub-Channel Strategy & Annual Planning
• Develop a dedicated, sub-channel-level annual activation plan for each of the four Asian On-Trade sub-channels (HEB, NC, AR, TOT), aligned to PRVN brand priorities and the overall commercial planning calendar.
• Define clear objectives, strategies, activities, timelines, budget allocations, and success KPIs for each sub-channel plan; present and gain buy-in from the Trade Marketing Manager and commercial stakeholders before the budget year begins.
• Incorporate seasonal spikes (Tet, mid-year, year-end), sub-channel occasions (e.g., bottle-service season in NC, gifting season in AR), and brand innovation launches into each sub-channel activation roadmap.
• Lead end-to-end planning of the Tet mega-project across all four sub-channels, coordinating with Sales, Brand, Supply Chain, Finance to ensure flawless execution.
• Conduct an annual sub-channel review (post-mortem) to assess what worked, what did not, and what must change — using findings to shape the following year’s plan.
• 3.2 In-Outlet Activation & Execution
• Design and implement activation programs tailored to each sub-channel’s consumer occasion and outlet profile: Ex: bottle-service mechanics; food-pairing experiences for AR; affordable sampling and serve education for each sub channels.
• Develop seasonal promotional schemes, in-outlet events, sponsorship activations, and branded experiences (Gift with purchase, staff incentive nights...etc) that increase brand presence and consumer engagement.
• Oversee POSM and visibility materials: brief design, manage production, allocate by sub-channel and outlet tier, and conduct compliance audits post-deployment.
• Manage activation agency partners: write briefs, review proposals, approve mechanics, and hold agencies accountable for on-time, on-budget, on-quality delivery.
• Conduct regular outlet visits (minimum frequency by sub-channel tier defined in the annual plan) to assess execution quality, capture insights, and maintain relationships with key outlet contacts.
• 3.3 Commercial Tracking & Insights
• Work in close partnership with the Area Sales Managers and CDP to obtain a real-time understanding of sell-out performance, distribution health, and competitive activities across all four sub-channels.
• Establish a structured monthly tracking rhythm: consolidate volume data, activation compliance scores, visibility audit results, and qualitative field observations into a single sub-channel performance dashboard.
• Identify performance gaps (e.g., under-activation in AR, declining visibility in HEB) and proactively propose corrective actions — do not wait for management to flag issues.
• Synthesize insights from outlet visits, sales data, and consumer feedback to understand the ‘why’ behind numbers; present these insights in a clear, actionable format to the Trade Marketing Manager and commercial teams.
• Monitor competitor activation activity across sub-channels: mechanics, spend levels, agency choices, outlet coverage — and use competitive intelligence to sharpen PRVN’s own plans.
• Flag emerging trends within each sub-channel (new venue formats, evolving consumption occasions, changing consumer demographics) and proactively recommend strategic responses.
• 3.4 Planning, Reporting & Performance Management
• Produce and own the following recurring planning and reporting deliverables on time and to a high quality:
• Annual Sub-Channel Activation Plans (one per sub-channel) with full budget breakdown, activity calendar, and KPI framework.
• Monthly Channel Performance Report: volume vs. target by sub-channel, activation compliance, budget tracking, key wins, key risks, and recommended actions.
• Post-Activity Evaluation Reports for every major activation or event: objectives, execution assessment, ROI, and learnings.
• Quarterly Business Review Deck (Trade Marketing chapter): consolidated sub-channel view for senior management.
• Maintain an up-to-date sub-channel activity tracker (shared with Sales) that shows planned vs. actual activities, outlet coverage, and spend vs. budget in real time.
• Present channel plans and performance updates in internal reviews with clarity, confidence, and a data-backed point of view; own the narrative rather than just reporting numbers.
• Ensure 100% accuracy of Trade A&P accruals and spend reports submitted to Finance; flag variances above agreed thresholds immediately.
• 3.5 Budgeting & Trade A&P Management
• Build the annual Trade A&P budget for the Asian On-Trade channel, broken down by sub-channel, brand, region, and activity type; align with the Trade Marketing Manager during the budget planning cycle.
• Monitor actual vs. planned spend monthly; proactively reallocate budget across sub-channels or activities when market dynamics shift, ensuring full spending of approved budget without overspending.
• Evaluate ROI of activations; use post-activity data to drive more efficient future investment (e.g., shift spend from low-ROI TOT mechanics to high-ROI HEB experiences if data supports it).
• Ensure all Trade A&P spend complies with PRVN financial policies, Responsible Marketing standards, and Vietnamese regulatory requirements on alcohol advertising and promotions.
• 3.6 Customer Segmentation & Trade Development
• Maintain and evolve the PROS outlet segmentation for the Asian On-Trade channel; ensure service packs and activation levels are appropriately tiered by outlet priority and sub-channel.
• Design and manage trade development programs that build advocacy within each sub-channel: bartender and staff education programs (brand knowledge, serve standards, cocktail training) for HEB/NC; sommelier-style cognac training for AR; basic brand education sessions for TOT.
• Develop sales tools, menu solutions, and brand education materials that enable the Sales team and outlet staff to confidently sell and serve PRVN brands in the right sub-channel context.
• Build and maintain a network of key outlet advocates (head bartenders, outlet managers, F&B directors) who can act as brand multipliers within their sub-channel peer groups.
• 3.7 Cross-Functional Collaboration & Stakeholder Management
• Maintain daily/weekly working alignment with the commercial team (ASMs, KAEs) to co-create activation plans that are commercially viable and executable at the outlet level; this collaboration is essential for generating the sub-channel insights that drive proactive proposals.
• Brief Brand Managers on channel-specific requirements, sub-channel activation performance, and trade feedback; translate brand campaign materials into channel-relevant executions.
• Coordinate with Supply Chain on POS material production schedules and delivery timelines; escalate risks early to avoid activation delays.
• Liaise with Finance on budget accruals, payment processing for agency partners, and audit queries.
• Represent the Asian On-Trade channel in all relevant internal forums (quarterly planning, budget reviews, brand planning workshops) with a clear, insight-backed channel perspective

Địa điểm & thời gian làm việc

• Work Location: Ho Chi Minh City