Rural Channel Development Manager

7 days ago

Ho Chi Minh City, Vietnam Abbott Laboratories Full time

**MAIN PURPOSE OF ROLE**

Identify source of growth in Rural channel based on the Category, Channel & Shopper Insights as well as market understandings. Co-develop (with Marketing, CMM, CRM, Ethical team) & implement the integrated Ethical-Trade-Consumer programs which must be tailor-made for targeted Rural audiences: Retailers/ Shoppers/ Consumers

**MAIN RESPONSIBILITIES**

**Ethical Channel**:

- Collaborate with Marketing, CMM, CRM, Ethical team to develop & execute Ethical Programs to drive demand in Rural areas. Trade Sales Channel.

**Retailer programs**:develop & execute Rural customized Trade Programs
- Retailer program: understand store classification and retailer’s insights in Rural then build tailor-made programs to gain retailer’s support & endorsement. Develop & implement initiatives to drive distribution for targeted products/SKUs in Rural.
- Develop & implement the in-store merchandising/visibility, communication & activation programs.
- Develop in-store merchandising guideline matching with Rural store classification & shopper’s behaviours.
- Develop in-store communication & ensure quality of POSM production & implementation.
- Work with agencies to customize brand campaign designs to make it perfectly fit with in-store POSM, visibility & promotion gifts.
- Develop & execute in-store merchandising/visibility initiatives with insightful call-to-action message and visuals.

**Consumer Channel**:
Consumer Promotion:

- Recommend clear promotional guidelines based on shopper understanding and market knowledge. Ensure all promotional investment is properly reviewed and evaluated.
- Lead Rural consumer promotion plan & budget management.
- Deploy, follow up and track Rural promotion activities, corporate with other functions, such as: Trade Admin, Finance, Purchasing, Logistics, Sales. Work with Supply Chain team for sufficient stock supply to meet the sales target.

Activation:

- Develop & execute right activation activities with effective cost to drive sustainable offtake at right stores.
- Closely collaborate with Marketing, CMM & Activation, Field Operation, Sales team to ensure the smooth Push (Sales/assortment) & Pull (off-take) model.

Media:

- Give inputs to Marketing team for building targeted & integrated Media Plan (both traditional Media & Digital Media)
- Ensure efficiency media budget spend in Rural Channel.

**Requirements**:

- Minimum 5+ year experience with outstanding performance in Trade Marketing/ Shopper Marketing/ Customer Marketing/ Brand Marketing/GT Sales.
- Record of success in Trade Marketing and GT Channel.
- Understand route to market model and the selling process.
- Ability to engage and work with cross functions.

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