Trade Marketing Lead (Villasis)
Duty Post: Villasis, Pangasinan
The Territory Consumer Lead (TCL) is under the Marketing function and is responsible for driving the business growth of their assigned territory through consumer acquisition and retention.
To achieve this, the incumbent needs to drive quality Retailer Distribution and Wholesale Volume through a consumer-centric approach mindset. Based on their assessment of the challenges and opportunities in the assigned territory, making use of available information and collaborating with Field Sales, they will develop the necessary short- and long-term strategies and programs that will address the needs of the business and support the delivery of the territory KPIs, growth inclusive.
This role will be tasked to lead the development and management (including monitoring and reporting) of relevant campaigns and/or programs, that are part of the overall regional and zone strategies covering various touchpoints such as General Trade Retailers and Wholesalers and Local Key Accounts where the overall objective is Consumer Acquisition and Retention in the assigned territory.
This role will also be tasked to do the following:
- External (Nielsen) and Internal (Sales Data) Data Analysis
- Conquer tools champion
- Competitive Analysis
- Budget Monitoring
- Creation of internal documents such as contracts, project briefs, weekly reports, closure reports, presentations during business reviews
As the Territory Consumer Lead in the area of Marketing, you will:
- Strategy & Campaign Development
- Analyze data, competitive landscape, and insights to create strategic plans for JTI brands ensuring growth within assigned territories.
- Oversee approval processes and operational requirements for campaign/program activation, coordinating with Marketing & Sales (M&S), agencies, procurement, suppliers, and commercial systems.
- Ensure clear communication of campaigns to sales frontliners.
- Implementation Leadership
- Develop mechanics and guide field sales in program execution adhering to objectives, timelines, allocations, and compliance protocols.
- Lead the deployment of brand and field marketing activities, including trade deals, incentives, bundling, sampling, and consumer activations.
- Manage the full-year consumer acquisition calendar, optimize performance management, and resource deployment.
- Program Evaluation
- Conduct surveys to ensure execution compliance, address challenges promptly, and escalate issues as needed.
- Evaluate performance against objectives, including volume, store participation, competitive response, and campaign spend efficiency.
- Monitor and analyze execution success through post-program evaluations.
- Territory Leadership
- Support launches by building robust bottom-up campaigns, securing pipeline volumes, and ensuring distribution, merchandising, and pricing compliance.
- Develop consumer campaigns to enhance brand reach in key territories/barangays.
- Optimize route-to-consumer strategies for impactful campaign delivery.
- Resource Management
- Manage FM budgets and program tools/material deployment.
- Enforce strict control and compliance for program enablers.
- Bachelor's Degree graduate, preferably of a Marketing / Business / Communications - related courses
- At least 2 years’ experience in Sales, Marketing, and Trade Marketing. Field experience is an advantage
- Good communication skills - Oral and Written (English, Filipino. Local dialect is an advantage)
- Good understanding of digital tools, including usage of MS Office (Word, Excel & PowerPoint, Power BI)
- Drivers’ license (B1 or higher). We have a program to support qualified women, who do not hold a drivers’ license