The Role
Leads trade marketing strategy, channel development, distributor and customer growth plans, trade activations, promotions, product launches, commercial performance analysis, demand planning collaboration, market intelligence, and team development. The role drives profitability, market share, customer retention, execution excellence, and growth across food service, industrial, wholesale, and HORECA channels.
Summary Generated by Built In
It's fun to work in a company where people truly BELIEVE in what they're doing!
We're committed to bringing passion and customer focus to the business.
Key Responsibilities1. Channel & Trade Strategy- Develop annual and long-term trade marketing strategy aligned with Food Solutions business objectives.
- Define channel development priorities and route-to-market strategies.
- Drive customer segmentation and channel-specific growth plans.
- Identify new business opportunities, emerging food trends, and market expansion opportunities.
- Recommend pricing, trade investment, and promotion strategies to maximize profitability.
- Build Joint Business Plans (JBP) with key distributors and strategic customers.
- Develop customer-specific growth strategies and activation plans.
- Strengthen distributor capabilities and performance management frameworks.
- Monitor distributor KPIs, sales performance, and execution effectiveness.
- Lead trade programs that improve customer retention and share of wallet.
- Design and implement trade campaigns, promotions, and customer marketing activities.
- Develop sales tools, product launch support, POSM, and communication materials.
- Execute channel activation plans for Food Service, Industrial, Wholesale, and HORECA customers.
- Support new product launches and portfolio expansion initiatives.
- Ensure execution excellence across all customer touchpoints.
- Analyze sales performance, trade ROI, and channel profitability.
- Develop dashboards and KPI tracking systems.
- Drive data-driven decision making and business insights.
- Identify sales gaps and recommend corrective actions.
- Lead forecasting and demand planning collaboration with Sales and Supply Chain teams.
- Monitor market trends, customer behavior, competitor activities, and industry developments.
- Gather voice-of-customer insights and translate findings into business actions.
- Conduct channel reviews and business performance evaluations.
- Generate actionable recommendations for growth acceleration.
- Lead, coach, and develop Trade Marketing team members.
- Build high-performance culture and capability development plans.
- Collaborate cross-functionally to ensure alignment and execution excellence.
- Drive continuous improvement and innovation within commercial functions.
- Net Sales Growth (%)
- Gross Profit Growth (%)
- Trade ROI
- Market Share Growth
- New Business Revenue Contribution
- Distributor Performance Index
- Channel Penetration
- Customer Acquisition & Retention
- Share of Wallet
- Promotion Effectiveness
- Launch Success Rate
- Forecast Accuracy
- Customer Satisfaction Score (CSAT)
- Employee Engagement
- Team Capability Development
- Succession Readiness
- Bachelor's degree in Marketing, Business Administration, Management, Economics, or related field.
- MBA or Master's degree preferred.
- 10+ years in Trade Marketing, Channel Marketing, Shopper Marketing, or Commercial roles.
- At least 3-5 years in managerial leadership positions.
- Experience in FMCG, Food Ingredients, Food Service, Food Manufacturing, or B2B Food Industry.
- Proven track record in distributor management and channel development.
- Experience managing multi-functional stakeholders and cross-country projects is a plus.
- Trade Marketing Strategy
- Customer & Channel Development
- Business Analytics
- Category Management
- Pricing & Promotion Management
- Advanced Excel, Power BI, SAP/ERP
- AI/Data Analytics application in commercial functions
- Strategic Thinking
- Commercial Acumen
- Stakeholder Management
- Influencing & Negotiation
- Change Leadership
- Team Development
- Results Orientation
The ideal candidate combines strong trade marketing expertise with commercial leadership capability. They are able to translate market insights into actionable growth strategies, build strong customer partnerships, drive execution excellence, and accelerate Thai Wah Food Solutions' growth agenda through innovation, channel expansion, and customer-centric commercial programs
Skills Required
- Bachelor's degree in Marketing, Business Administration, Management, Economics, or a related field
- 10+ years of experience in trade marketing, channel marketing, shopper marketing, or commercial roles
- At least 3-5 years of experience in managerial leadership positions
- Experience in FMCG, food ingredients, food service, food manufacturing, or the B2B food industry
- Proven track record in distributor management and channel development
- Experience managing multifunctional stakeholders and cross-country projects
- MBA or master's degree
- Trade marketing strategy skills
- Customer and channel development skills
- Business analytics skills
- Category management skills
- Pricing and promotion management skills
- Advanced Excel, Power BI, and SAP/ERP skills
- AI and data analytics application in commercial functions
- Strategic thinking, commercial acumen, stakeholder management, influencing and negotiation, change leadership, team development, and results orientation
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The Company
What We Do
Thai Wah Public Company Limited is a Bangkok-based agri-food manufacturer operating across local and international markets. Its businesses span tapioca starch and starch-related ingredients, bean vermicelli, rice noodles, rice flour, meal kits, instant noodles, and biodegradable products made from tapioca-derived thermoplastic starch. The company’s mission emphasizes innovation, sustainability, and creating value throughout the food supply chain, from farm to shelf.
