Regional Trade Marketing Manager

The MST C-Commerce Customer Marketing Manager (or Trade Marketing Manager) is responsible for driving the Connected Commerce (E-commerce) Perfect Digital Activations across Malaysia, Singapore, and Thailand, ensuring alignment with SDL design principles and the cluster’ & market’s digital commerce growth ambitions. This role translates the SEA & Market level strategy into E-commerce activation plans that enable sustainable sell-out growth across customers and platforms including marketplaces, pure player & omnichannel.

The role acts as the commercial co-pilot to the MST Sales and Marketing teams for the E-commerce channel, partnering with platform and customer teams to translate strategy into best-in-class Perfect Digital Activations (PDA), while building digital commerce capability and operational excellence across the three markets. Reporting to the SEA Customer Marketing Head, the position is an individual contributor and plays a critical role in strengthening online execution, elevating shopper engagement, and embedding consistent ways of working across Malaysia, Singapore, and Thailand.

Responsibilities:

1. Connected Commerce Channel Strategy

• Translate the SEA & Market strategy into E-commerce channel growth plans across Malaysia, Singapore, and Thailand.
• Own the E-commerce execution calendar across commercial periods, mega-sale events, and quarters, ensuring timely implementation, tracking, and post-evaluation.
• Partner closely with platform and customer teams across marketplaces, pure-players, and omnichannel retailers to ensure activation plans translate into customer growth and category development online.
• Ensure plans are executed in full, on time, and aligned with commercial objectives.
• Consolidate inputs from the three markets into consistent E-commerce execution while balancing local market realities across MST.
• Track executional actions from sales and platform teams, including customer meetings, action plans, and approvals.

2. Innovation & NPD Commercialization (E-commerce)

• Partner closely with Sales and Marketing team to ensure successful online commercialization of innovations and NPD launches.
• Collaborate with SRM PPA team in defining appropriate online assortment, pricing, pack sizing, and customer-centric digital launch strategies for new products.
• Develop the digital “Picture of Success” and Perfect Digital Activations (PDA) standards for NPD execution across platforms and customers.
• Establish leading and lagging KPIs to evaluate online NPD performance and financial delivery.
• Lead post-launch evaluations for the top innovation launches in the E-commerce channel and identify opportunities for optimization.

3. Perfect Digital Activations (PDA) & Execution Excellence

• Define and deploy Perfect Digital Activations (PDA) standards — visibility, promotions, and digital shelf — across platforms across MST markets.
• Translate financial and commercial objectives into actionable, customer-relevant E-commerce execution plans, escalating gaps and risks where plans are insufficient to deliver business outcomes.
• Track digital shelf and activation performance and proactively engage sales and platform teams to drive forward planning and PDA execution excellence.
• Collaborate with DDM & Sales team to ensure digital assets deliver consistent, high-quality activations.
• Strengthen E-commerce customer marketing capabilities, processes, and ways of working across the three markets.

4. Stakeholder Management & Cross-Functional Collaboration

• Act as a business partner to Sales, Marketing, SRM, Perfect Digital Store (PDS) , and E-commerce / Platform teams across MST.
• Influence and align cross-functional stakeholders to ensure executional excellence and business impact.
• Collaborate with regional and local teams to secure consistency in digital commercial processes while driving market activations.
• Support capability-building initiatives to elevate E-commerce and customer marketing excellence across MST.

Qualifications:

• Bachelor’s Degree in Business Administration, Marketing, Sales, Commerce, or related field.
• MBA or postgraduate qualification is an advantage.
• Minimum 6–8 years of experience in Customer Marketing, E-commerce, Trade Marketing, Sales, Commercial Excellence, or related FMCG commercial functions.
• Hands-on experience in E-commerce / Connected Commerce channel management. Proven track record in digital promotional planning, activation management, and platform / customer development.
• Experience working with marketplaces, pure-player, and omnichannel E-commerce platforms; experience across Malaysia, Singapore, and/or Thailand is an advantage.
• Strong exposure to NPD commercialization and Perfect Digital Activations (PDA) / digital shelf execution.
• Experience managing agency partnerships, content, and digital / POSM assets.
• People leadership and capability-building experience is an advantage.
• Experience in transformation, centralization, or operating model changes is highly preferred.