Regional Trade Marketing Team Lead, SEA/APAC

About the role

Samyang Foods SEA Pte. Ltd., the APAC regional headquarters of the South Korean food company behind brands such as Buldak Hot Chicken Flavor Ramen, is looking for a Regional Trade Marketing Team Lead. The role drives brand penetration and sales growth across Southeast Asia by developing and executing channel marketing strategies and shopper-focused activation plans, with a focus on improving execution in Modern Trade (MT) and building presence in General Trade (GT). It works closely with Sales, Distributors and Brand/Communication to deliver effective trade promotions and locally relevant shopper programs.

Key responsibilities

• Develop and maintain channel marketing plans for MT and GT across priority markets, translating brand strategy and campaigns into tailored channel execution plans, segmenting channels and aligning plans with sales teams and distributors.
• Design and deliver shopper marketing programs that drive trial, conversion and basket size, and build regionally adaptable toolkits (POSM, planograms, promotional mechanics).
• Localize shopper programs with local teams according to outlet type, shopper missions and cultural relevance, and drive best-in-class in-store execution.
• Plan and evaluate shopper promotions by channel, season or campaign, test promo mechanics and bundling, and monitor trade promotion ROI.
• Work with the Market Insights team to turn shopper insights and behavioural differences across channels into trade marketing strategies.
• Act as guardian of the look of success for the brand range (Assortment, Merchandising, Pricing, Promotion, Shelf) and lead the strategy and execution of AMPPS.
• Coach and develop marketing talent in regional and local offices and improve trade marketing processes.

Required profile

• 12+ years of experience in shopper marketing, channel/trade marketing or customer marketing within FMCG or consumer goods.
• Experience working in the SEA headquarters of an FMCG multinational.
• Strong understanding of shopper behaviour, retail dynamics and trade marketing.
• Ability to interpret market and sales data, plan and execute projects, and manage complex projects with multiple stakeholders in a start-up environment.