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Modern Trade Development Manager

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Unilever

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Location:
Thailand , Bangkok

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Category:
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Salary:

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Job Description:

We are seeking a Trade Marketing Manager – Modern Trade who will lead the end-to-end trade marketing strategy and execution for Modern Trade channel, for example, Makro, Go Wholesale, Lotus, Big C and e Commerce, driving category growth, visibility, and profitability through data-driven decision making and strong cross-functional collaboration. The role requires a strategic, entrepreneurial and data-savvy leader who can combine analytical depth with business foresights into action, spotting new opportunities, and shaping future-ready partnerships across offline and online touchpoints, while ensuring alignment across Sales, Brand, Digital, and Finance to deliver flawless execution at the point of purchase — both in-store and online.

Job Responsibility:

  • Lead the Trade Marketing agenda for Modern Trade, especially Makro, building joint business plans and driving volume, visibility, and profitability
  • Partner with the Sales team to translate category and shopper insights into tailored activation plans for each account format and region
  • Identify and initiate new business opportunities, including assortment expansion joint innovation, and channel pilots to capture white spaces
  • Continuously analyze market, shopper, and customer data to identify growth opportunities and optimize assortment, pricing, and promotion strategies to ensure channel competitiveness
  • Shape and implement category visibility plans in close collaboration with Brand and Digital teams
  • Track and report on performance KPIs — including sales uplift, ROI, and share of shelf/voice — to continuously improve execution
  • Translate Modern Trade strategies into digital activation plans, ensuring synergy between offline and online platforms
  • Monitor category performance and shopper journey across touchpoints, identifying growth levers in emerging online channel
  • Collaborate with E-commerce and Digital team to drive omnichannel visibility, search performance and conversion
  • Stay ahead of fast-moving market shifts by capturing early signs and translating them into agile activation
  • Develop and execute shopper activation programs, planograms, and POSM to maximize conversion and engagement in stores and digital platforms
  • Drive data-led campaign planning using shopper insights and sales data to improve investment efficiency
  • Partner with Brand, Digital, and E-commerce teams to ensure all activations are on-brand, consistent, and measurable
  • Drive demand-creation campaigns that connect seamlessly between offline and online channels
  • Continuously monitor competitor activities, pricing, and visibility performance to sharpen Unilever’s execution edge in Modern Trade
  • Track and analyze activation performance, shopper insights, and ROI to continuously optimize execution
  • Own and manage the Trade Marketing budget for Modern Trade, ensuring smart allocation and clear ROI
  • Conduct post-evaluation analysis to optimize trade spending and redirect investments to the most impactful initiatives
  • Partner with Finance and Sales to ensure clear visibility of TTS (Trade Terms Spend) and budget utilization
  • Drive a “Smart spend culture”, ensuring every baht spent builds meaningful demand or brand advantage
  • Build strong collaboration across functions — Sales, Brand, Digital, Finance, Supply Chain — and with external partners such as merchandising teams
  • Lead cross-functional meetings and joint reviews with key accounts to ensure mutual business growth and alignment
  • Foster a performance-driven, analytical culture with clear accountability, agility, and partnership mindset.

Requirements:

  • Bachelor’s or Master’s degree in Business, Marketing, or related field
  • 3–5 years of experience in Trade Marketing - Modern Trade, or Channel Development within FMCG
  • Proven success in leading joint business planning and trade activation with key accounts such as Makro
  • Strong analytical mindset, with ability to translate data and insights into actionable commercial plans
  • Strong understanding of digital and e-commerce dynamics, with ability to adapt quickly to fast-changing market trends
  • Excellent stakeholder management and leadership skills, with ability to influence across levels and functions
  • Passionate, agile, collaborative, and hands-on proactive leader who can balance strategy and execution.

Additional Information:

Job Posted:
March 02, 2026

Employment Type:
Fulltime
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