Head of Modern Trade

KEY ACCOUNTABILITIES 

1. MT Management

• Develop MT strategies for Vietnam business to grow presence and achieve profitability target. 

• Participate in the development and execution of strategic and tactical business plans with other members of the cross functional team supporting the MT strategy 

• Provide expertise in the current MT industry best practices. Consult on cross-functional projects to ensure MT principles are incorporated 

• Identify new areas of MT opportunity beyond current organizational thinking 

• Drive omni-channel strategy including O2O (Online-to-Offline) initiatives with key MT retailers and e-retail platforms (Grab Mart, Shopee, Lazada, etc.) 

 

2. Strategic Planning & Projects: 

• Develop and implement assigned group of customers’ business plans in alignment with the company strategic Channel, Marketing and Category Plans. 

• Conduct annual review meetings with customers, reconcile strategic plan and customer's business plan, prepare action plan for the year. 

• Implement and conduct 3-monthly business reviews in order to ensure that assigned key accounts contribute to the achievement of strategic goals. 

• Oversee and monitor the implementation of projects relating to MT as well as business transformation project 

• Develop and implement Western On Trade strategy guidebook aligned with national objectives to drive revenue growth;  

• Provide strategic direction to WDP for sell-in, depletion, and sell-out performance  

• Optimize distribution and sell-out schemes to maximize market penetration and profitability through WDP in Western On Trade channel 

• Manage WDP performance including KPI setting, quarterly business reviews, and capability building for WDP's sales team. Develop outlet segmentation and prioritization framework for MOT channel (tiering of hotels, resorts, cocktail bars by potential) 

3. Budgeting & Control: 

• Provide demand forecast for responsible customer(s). 

• Assist in developing the annual A&P budget, set volume targets per store and new stores acquisition and deliver assigned sales target. 

• Submit estimations of budget required to reach such targets and control implementation of approved budget. 

• Monitor progress against objectives and develop plans to address variation versus Budget in order to optimize revenues and margin in assigned key accounts. 

• Manage and optimize trade spend/investment ROI across all MT accounts and WDP, ensuring compliance with company's Revenue Growth Management (RGM) framework 

• Monitor and control listing fees, shelf rental, promotional rebates, and other trade terms specific to Vietnam MT retailers 

4. Key Account Management 

• Manage company’s relationship with assigned customers with an emphasis on developing new business opportunities 

• Implement annual portfolio sales plan 

• Lead annual trading term negotiations with key national accounts (e.g., WinMart/Masan, MM Mega Market, AEON, Lotte Mart, Central Retail/GO!, Emart, Co.op Mart/SCID, Circle K, GS25, 7-Eleven, etc.) 

• Assist in yearly negotiations of framework agreements with customers, negotiate and manage prices, trading terms, space utilization and new products, inventory and monitor retailers, conduct in-store visit tours to check displays and detect opportunities. 

• Manage regional/local MT accounts and develop strategies for emerging chains 

• Establish strategic, cross-functional relationships and regular dialogue with key stakeholders, coach/train them and provide merchandising and business development recommendations 

• Oversee planogram compliance, POSM deployment, and in-store execution standards across all MT outlets 

• Follow-up operation works, solve issues (stock availability, deliveries, credit notes) in order to ensure achievement of sales objectives in assigned accounts. 

• Manage relationship with Western On Trade Distribution Partner including contractual obligations, performance management, and joint business planning 

• Ensure brand visibility and menu listing standards in western on-trade outlets managed through MOT CP 

5. Business Information & Intelligence 

• Stay abreast on market, competition, retailers, and shopper’s trends ...in order to react quickly to the market trends and innovative competition. 

• Coordinate with Commercial Planning Team to ensure periodical/ ad-hoc sales reports and market intelligence/insights relating to the region are available for CODI with accurate data  

• Track and analyze Nielsen/Kantar/IRI data (or equivalent local research) for MT channel performance and market share tracking 

• Monitor regulatory changes affecting alcohol sales in modern trade (advertising restrictions, excise tax changes, licensing requirements under Vietnam's Law on Prevention and Control of Alcohol-related Harms 

6. Activation & Visibility 

• Liaise with retailers, recommend legally-agreed actions and coordinate big promotional campaigns to develop sales. 

• Coordinate with Trade Marketing to create On line and In Stores merchandise display guideline for TET and NON TET 

• Coordinate with Trade Marketing on Vietnam-specific activations including Tet gifting programs, sampling activities (where legally permitted), and seasonal displays 

• Ensure all in-store activations and promotional materials comply with Vietnam's alcohol advertising regulations (Decree 24/2020/NĐ-CP and related regulations) 

• Drive digital activation and shopper engagement programs within MT retailers' loyalty platforms and apps 

7. Sales Reporting 

• Participate in the KAM monthly performance review meeting 

• Ensure quality & timely reports: 3-month sales forecasts, stocks reports, off-take reports, e-Retail report 

• Track and report on key MT KPIs: numeric/weighted distribution, rate of sale (ROS), share of shelf, out-of-stock rate, promotional uplift, and WDP depletion rates 

• Provide WDP performance dashboard including sell-in, inventory, depletion, and outlet coverage 

8. Team Development & Performance Leadership 

• Build and develop a high-performing MT team with deep understanding of Vietnam's retail landscape and key account management best practices 

• Monitor team achievement, provide feedback, and implement strategies to improve individual and collective success; 

• Ensure adherence to company policies, sales procedures, and ethical compliance within the team. 

• Develop succession planning for critical roles within the MT team 

• Foster collaboration between internal MT team and MOT distributor's sales team to ensure consistent brand execution

JOB REQUIREMENTS 

Education & Experience

• University degree

• At least 10 years relevant experience in Modern Trade sales field and 5 years in management role

• Relevant experience in alcoholic beverage industry or FMCG is preferred/strongly preferred

Job Posting End Date:

Target Hire Date:

2026-08-31

Target End Date: