Bayer 4.5 ★

Global Job purpose

Trade Marketing Manager (TMG) is responsible for developing and coordinating implementation all trade marketing plans & activities at Modern Trade Channel, Pharmacy Chain Key Accounts & E commerce
The Jobholder ensures the translation of Marketing and Company strategy into Channel strategy and business plan in coordination with Sales departments for implementation. The Jobholder also need to ensure the trade strategy is following Customer Excellence standard for assigned channel

The TMG must collaborate closely with MT Sales, Marketing, Supply Chain, Medical Affairs, Legal, QA, Distribution.

This position reports directly to the Head of Trade MKT (HoTM) of Vietnam Consumer Health and is a key role within the Vietnam Consumer Health Commercial Team.


Geographical scope







Major tasks and responsibilities

Trade Marketing Operations

• Channel dedication
• Identifies growth opportunities for Modern Trade, Pharmacy Chain KAM, Ecommerce, New channel
• Develops and submits the annual plan of business plan and trade promotional activities by brand, period, and price for above channels in cooperation with the MT sales department and Marketing department
• Develop JBP plan base win-win partnership, in collaboration with MT Sales & Marketing
• Manage, tracking, evaluate the trade spending in MT & KAM to be more effectively and aligned with channel strategy

• Work closely with the cross-functional team – Sales, Marketing, Supply Chain, Medical Affairs, Legal, QA, and Distribution to flawlessly execute fully integrated marketing thematic campaigns
• Align with Digital & Marketing to ensure consistency in brand communication at point of sale of KAM
• Optimize in-store execution and presentation of Bayer CH brands to drive brand preference, increase conversion and basket size through best-in-class assortment, promotions, and merchandising in MT & KAM
• Ensure trade merchandising guidelines and category management principles are being followed in the trade (POSM, Right Planogram for MT channel/PH Chain).
• Ensure all trade activations comply with Bayer compliance standards and are cost-effective and executed within the defined budget.

Customer Management
• Work with sales team to deliver customer-centric solutions supported with strong shopper and consumer insights.
• Apply Net Revenue Management principles to drive profitability in customer trading terms


Net Revenue Management
• Align & sync with HoTM on trade term (GTN and P&I for Trade) budget spending to ensure maximum cost effectiveness and profitability for MT, PH chain KAM and Ecommerce
• Review the return on investment for all projects pre- and post- implementation to ensure profitability and draw learning’s for future activations.
• Trade spend planning and tracking vs actual trade spend for assigned channel

Reporting and Analytics
• Work with sales team to consolidate standard reports on distribution and availability, Bayer CH trade activations and competitive intelligence.
• Be a strategic thought partner to the sales and marketing team to identify actionable emerging market and shopper trends and capitalize on account-specific sales opportunities.


Work relations

• Internal partners: Country Division Head, HoTM, Sales, Marketing, Controlling, Supply Chain, QA, Medical, RA, LPC, HR
• External partners : Trade / business partners – Distributor and 3rd party partners (ie. Pharma chaines and other key retail establishments)