Trade Activation Specialist

PURPOSE OF THE POSITION

Drive BP, conversion and MS growth for HML brands and driver customer loyalty in on trade channel, by creating and executing premium, distinctive, exciting and impactful on trade activations with a cross-functional team.

RESPONSIBILITY

1. On-Trade Activation Planning & Execution

Execute on trade campaigns (It’s Tiger Time, HEINEKEN Afterwork) and activation calendars

Deliver seasonal activations (Thingyan, CNY, Thadingyut, Christmas, etc.)

Lead brand led BTL campaigns and promotions

Support outlet-owned events with toolkits and POSM

2. POSM & Outlet Experience

Manage POSM creation, execution, and budget

Develop impactful POS items

Menu listings

Gamification materials

Premium merchandise

Manage the outlet experience toolkits

3. Draught & Loyalty Programs

Drive advocacy and sales of the draught portfolio

Strengthen loyalty programs to increase conversion

Ensure quality standards during activations

4. Event Execution & Brand Ambassadors

Lead development and co-execution of on-trade customer events

Align with Brand Managers and Sales team for Heineken Afterwork & Green Zone programs

Manage Brand Ambassadors in Tiger Streets & project zones

5. Cross-Functional Collaboration

Align closely with Sales, Brand Managers, Trade Marketing, and agencies

Support channel strategy and activation calendar development

REQUIREMENTS

Bachelor’s degree in business administration, Marketing, Public Relation, or any related fields

Minimum 1 - 3 years of relevant On Trade (include MONT) channel marketing, brand marketing or field sales experience

Strong project and budget management skills to drive projects and campaigns E2E

strong knowledge of channel dynamics, trends and strategy

Self-motivated with a winning mentality and a strong sense of ownership and responsibility