National Trade Marketing Manager

As the National Trade Marketing Manager, you will be in charge of Omni-channel and full portfolio RC brand, and lead a team to drive market share, revenue, and brand visibility, ensuring alignment with regional consumer trends and corporate goals.

Strategy Development & Execution

• Develop and execute Wholesaler specific trade marketing plans, design tailored promotional campaigns (MAF & CNY campaigns and other WS campaigns), incentives, and POS (Point-of-Sale) materials to drive demand at the client level.
• Cultivate relationships with decision-makers in traditional on-trade channels (Cognac/Whisky focus), strengthen relationships with MOT/TOT accounts and expand footprint in trendy bars and modern on-trade venues, leveraging digital tools for mapping and outreach.
• Analyze market trends to adapt pricing, promotions, and distribution tactics, Identify and onboard trendy bars and mixology hubs for Whisky/Gin.
• Lead the team to support and review sales proposed new contracts, ensure compliance, and maximize ROI for premium accounts.
• Collaborate with Brand/Marketing teams to create buzzworthy events and influencer partnerships, support brand team the launch of new products and gift packs in the market, setting sales targets, coordinating pricing, visibility, promotions and monitoring on the sales performance.
• Lead, mentor, and motivate a regional team of Trade Marketing Executives to achieve national sales targets and KPIs (Sell-in/Depletion, distribution, market share).

Budget & Performance Management

• Manage the trade marketing budget for portfolio brands on channels, ensuring cost-effective allocation of resources. Accuracy on monthly landing, LE and RLE with yearly budget planning.
• Track and report on KPIs (e.g., sell-in/sell-out rates, ROI of promotions) to evaluate campaign effectiveness and adjust strategies as needed.
• Deliver an excellent monitoring of monthly/weekly updates for portfolio brands and share with Senior management/HQ brand owners and other related team on the regular basis timely.

Profile

• Education :
  • Bachelor’s degree

  Professional Experience ：

  • 10+ years in FMCG/liquor industry, with 3+ years in a managerial role.
  • Deep knowledge of China’s liquor market, including regulatory landscape and proven success to gain business increase

  Skills ：

  • Fluent in Mandarin and English.
  • Strong negotiation, analytical, and leadership abilities.
  • Proficiency in data analysis
  • Be innovative for business opportunity expansion and cost efficiency

  Preferred Qualifications：

  • Existing network in China’s on-trade and wholesaler sector
  • Experience with luxury spirits or international brands.

  Digital savviness (social media/shop line for trendspotting).