PHÊ LA ★ 1.6

Job Purpose

Lead the Trade Marketing team (3–4 members) in planning, executing, and optimizing nationwide sales-driven marketing activities across offline touchpoints and retail channels, with primary responsibility for Dine-in & Take-away sales performance. Act as the key person to ensure brand consistency, operational feasibility, and effective nationwide campaign execution while driving store traffic, sales growth, and customer experience enhancement.

Key Responsibilities

1. Trade Marketing Planning & Management

• Lead nationwide Trade Marketing planning aligned with company business objectives.

• Develop and execute monthly, quarterly, and yearly sales-driven marketing plans for offline channels.

• Analyze market trends, trade areas, customer behavior, and sales performance to identify business opportunities.

• Proactively propose tactical campaigns and localized initiatives to drive traffic and sales growth.

2. Nationwide Campaign Execution

• Lead and oversee nationwide rollout of:

o POSM o Offline activations/Gift

o Seasonal campaigns

o In-store communications

o Store branding touchpoints

• Ensure consistency while adapting BTL activities to local market conditions across all stores.

• Standardize Trade Marketing guidelines, POSM systems, and execution frameworks nationwide.

• Monitor rollout quality and execution timelines to ensure on-time and in-full implementation.

3. Sales Performance Management

• Monitor and evaluate nationwide offline sales performance across regions and store groups.

• Collaborate with Operations and cross-functional stakeholders to identify performance gaps and improvement opportunities.

• Track campaign effectiveness on a weekly and monthly basis, and optimize plans to achieve business objectives.

• Prepare post-campaign evaluation reports with actionable insights and recommendations.

4. New Store Opening (NSO) & Local Store Marketing (LSM)

• Lead Trade Marketing activities for New Store Openings (NSO), including: o Launch support o POSM setup o Traffic-driving activities o Local activations

• Guide and support regional Trade Marketing members in developing Local Store Marketing (LSM) initiatives tailored to each trade area.

5. Cross-functional Collaboration

• Work closely with internal stakeholders to ensure smooth and effective campaign execution, including:

o Brand Marketing

o Operations

o Digital Transformation & IT

o CRM/App o Finance o Supply Chain o Design Team

• Coordinate with landlords, external partners, and vendors to enhance brand visibility and drive customer traffic.

6. Team Management

• Lead, coach, and manage Trade Marketing team members nationwide.

• Allocate workloads effectively and monitor team performance.

• Foster a proactive, disciplined, and collaborative working culture.

• Support team development through coaching and on-the-job guidance.

Requirements Education

• Bachelor’s Degree in Marketing, Business Administration, or related fields.

Experience

• 5 years of experience in:

o Trade Marketing

o Sales-driven Marketing

o Marketing Management

• At least 2 years of experience in team management (at least 2-3 Members) or project leadership.

• Experience in F&B, Retail industries is highly preferred (for Phê La), or experience at CVS or FMCG (for New Brand).

Skills & Competencies

• Strong leadership and project management skills.

• Strong analytical thinking and problem-solving capabilities.

• Proficiency in data analysis and business performance tracking.

• Excellent communication, negotiation, and stakeholder management skills.

• Strong execution capability with the ability to manage multiple projects simultaneously.

• Ability to work effectively under pressure in a fast-paced environment.

• Solid understanding of retail operations and customer journey management.