Assistant Trade Marketing Manager

At HEINEKEN, we ignite the moments that bring us together, create bonds that are unforgettable, and brew the joy of true togetherness to make the world a better place. Our dream is to shape the future of beer and beyond to win with consumers, and we are entering an incredible next era of innovation and expansion in the beer industry.

As we reimage the future of beer with HEIENEKEN’s EverGreen balanced growth strategy, we would love to have you as part of our team to bring the joy of true togetherness to our people and consumers.

An exciting opportunity has come up for a Assistant Trade Marketing Manager (Modern On-Trade). The Modern On-Trade channel in Singapore is a fast-evolving and highly competitive landscape, driven by premium bars, restaurants, and nightlife concepts, alongside rapidly changing consumer and customer needs.In this environment, the Assistant Trade Marketing Manager supports the growth and premium positioning of key brands, including Heineken, Tiger and Guinness, across strategically outlets.

The role focuses on developing and executing value-added, customer-centric propositions in close collaboration with sales, driving distribution, visibility, and impactful activations to enhance outlet-brand image and deliver category growth.

It requires a strong partnership approach with key accounts, combining commercial understanding and creativity to deliver tailored solutions. The role is also entrepreneurial in nature, contributing to innovative strategies, strengthening existing relationships, and supporting new business opportunities. The role requires strong on-trade exposure, as both planning and execution are grounded in market insights and a deep understanding of outlet dynamics. You will engage regularly with a wide range of stakeholders, including sales teams, brand teams, customers, creative agencies and event partners.

Ultimately, the role drives sales performance, brand equity, and execution excellence within the Modern On-Trade channel.

MAJOR ROLES & RESPONSIBILITIES:Commercial Strategy & Integrated Commercial PlanningIdentify commercial opportunities and challenges through Customers/Consumers//Category understanding and business insights to deliver business objectivesDevelop trade marketing activities and manage budget plan with cross functional team consistent with overall company’s brand and channel strategies

Business Performance AnalysisAnalyze sales channel data and performance metrics such as market share, volume and value data, pricing data as well as competitive landscape to develop actionable insights and sales strategiesTranslating insights into shaping of channel strategy and plansReview effectiveness, performance and evaluation of commercial activities

Annual Activity CalendarBuild annual channel plans and translating it into full year activity calendar and Picture of Success (PICOS) in line with the commercial strategyAccountable for all channel promotional and executional plans Use commercial data to shape decisions and build compelling channel strategy and activation plansResponsible for demand planning and forecast of new products and promotional activitiesDeliver impactful selling stories and preparation of best-in-class briefing and toolkit for salesDetermine and deliver impactful communication touchpoints and messaging through POSMsMonitor progress of sales execution, promotion and implementation on trade

Customer PartnershipsLead and shape Point of Sale Materials (POSMs) strategy within business segment according to PICOSLead Joint Business Planning with customers aligned to brand and channel strategy

Cross Functional CollaborationCollaborate effectively in cross-functional environment such as Marketing, Sales, Finance across different stakeholder levels to achieve overall business goals

REQUIREMENTS:Tertiary qualification, preferably in Marketing or Business3 - 6 years of field sales or sales management/marketing experience within a similar environment. Experience in analysis of business problems and developing solutions, and market segmentation and financial analysis required.Able to work long and irregular hours as required by the CompanyPreparedness to be close to the ground to understand the dynamics of the trade and consumer needsCommitment and quickness in response to market demands and changesKey accounts sales experience is essential. Strong knowledge of consumer and customer needs. Knows what’s hot and happening in current Singaporean on-trade market. Experience in building long term commercial relations and able to create a win-win situation as well as demands for 50-50% partnership.Candidate should have (Trade) Marketing affinity: enjoys storytelling and is passionate for building brands and concepts.