Customer & Trade Marketing Manager

Summary / purpose of the position

The Trade Marketing Manager will play a pivotal role in developing and executing trade-focused strategies that enhance brand visibility, optimize point-of-sale presence, and drive sell-out across retail and pharmacy channels. Working closely with Sales, Marketing, Finance and our Distributor, this role ensures the effective implementation of commercial initiatives that align with brand objectives and customer engagement strategies in a highly regulated pharmaceutical environment.

Main responsibilities / job expectations

1. Strategy Development & Execution

• Develop and implement the annual trade marketing strategy across pharmacy, wholesale/E-wholesaler, and Pharma chains channels aligned with brand and business priorities.

• Ensure consistency and transparency of trade discount schemes across all channels (pharmacy chains, wholesalers, GT/MT), aligning with commercial policy and avoiding channel conflict or margin erosion.

• Define and deploy tailored trade programs to maximize product visibility, off-take, and brand equity at the point-of-sale.

• Collaborate with the sales team to translate brand strategies into actionable retail execution plans.

2. Commercial Policy & Governance

• Own and maintain the country Commercial Policy, ensuring coherence between discount schemes, incentive structures, and business objectives.

• Lead annual policy updates and ensure clear communication and training to internal teams and external partners

• Ensure adherence to the policy in all trade-related negotiations and programs, and act as key point of contact for policy-related governance.

• Campaign & Activation Management

• Design and lead execution of in-store activations, merchandising programs, POS material deployment, and promotions (e.g., bundle offers, cross-branding).

• Ensure proper implementation of visibility guidelines in accordance with product classification (OTC/Rx/FS).

• Work with Marketing Brand teams and regulatory to validate promotional content and claims for compliance.

3. Channel & Customer Engagement

• Co-develop channel-specific plans with key account managers to support retail chains and pharmacy partners.

• Monitor competitor activities and retail trends to identify growth opportunities or needed response tactics.

• Support pharmacy training programs in collaboration with Medical and Sales teams.

4. Budget & ROI Management

• Manage the Gross To Net / trade marketing budget, ensuring efficient allocation across activities and channels.

• Track, evaluate, and report on ROI for each trade initiative, recommending improvements as needed.

• Ensure alignment with procurement and finance processes for vendor selection and expense tracking.

5. Sales Support & Collaboration

• Partner with field force and distributor teams to improve numerical and weighted distribution KPIs.

• Support commercial negotiations by providing promotional calendars, activation success stories, and visual toolkits.

• Build strong internal collaboration with National Sales Manager, Brand Managers, and Business Intelligence.

• Data & Reporting

• Analyze sell-in/sell-out data to optimize trade promotions and recommend adjustments.

• Use market intelligence tools (e.g., IQVIA, POC, internal CRM) to inform planning and monitor in-store execution quality.

• Support Sales & Marketing to conduct consumer and trade insights analysis to identify trends, competitive threats, and growth opportunities. Prepare monthly performance reports highlighting trade program results and sales trends.

Education

• Bachelor’s degree in Business/Marketing/or related field (Pharmacy is a plus)

• MBA or post-graduate diploma in Marketing is a plus.

Experience

• 10-12 years of experience in trade marketing, brand activation, or channel management, preferably in consumer healthcare, OTC, or FMCG.

• Experience working with pharmacy chains, distributors, and CSOs in a regulated healthcare environment.

Skills

• Strong project management and cross-functional coordination skills.

• Analytical thinking with ability to derive actionable insights from data.

• Creativity and attention to detail in developing in-store materials and activations.

• Proficient in Microsoft Office (Excel, PowerPoint) and CRM tools (Salesforce, IQVIA OCE, etc.).

• Excellent communication, negotiation, and stakeholder management capabilities.

Languages:

Vietnamese, Fluent spoken and written English, French a plus

Key Technical Competencies Required

• Strong project management and cross-functional coordination skills.

• Analytical thinking with ability to derive actionable insights from data.

• Creativity and attention to detail in developing in-store materials and activations.

• Proficient in Microsoft Office (Excel, PowerPoint) and CRM tools (Salesforce, IQVIA OCE, etc.).

• Excellent communication, negotiation, and stakeholder management capabilities.