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Channel Marketing Supervisor – Asian On-Trade (South)

Pernod Ricard Vietnam · Hồ Chí Minh
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Type
Full-time
Work mode
On-site
Level
Supervisor
Industry
Marketing / PR
Salary
Thương lượng
Location
Hồ Chí Minh, Hồ Chí Minh, Hồ Chí Minh

Overview

  • JOB IDENTIFICATION
  • The Channel Marketing Supervisor – Asian On-Trade is accountable for developing and executing channel-specific marketing plans across four Asian On-Trade sub-channels: High Energy Bars (HEB), Night Clubs (NC), Asian Restaurants (AR), and Traditional On-Trade (TOT). Planning for Nationwide & Execute in the South region. The role drives demand creation, brand visibility, and trade engagement to…
  • The role demands full commitment to the channel: deep in-outlet presence, close commercial collaboration, and the analytical rigour to track performance and surface actionable insights. The incumbent is expected to proactively propose creative, data-driven improvements across sub-channels and to translate those proposals into structured, well-resourced plans with clear KPIs and accountability.
  • Scope covers in-outlet brand activations/Promotion. Thematic campaigns and product launches are excluded from this role’s ownership.
  • KEY ACCOUNTABILITIES
  • 1 Sub-Channel Strategy & Annual Planning
  • Develop a dedicated, sub-channel-level annual activation plan for each of the four Asian On-Trade sub-channels (HEB, NC, AR, TOT), aligned to PRVN brand priorities and the overall commercial planning calendar.
  • Define clear objectives, strategies, activities, timelines, budget allocations, and success KPIs for each sub-channel plan; present and gain buy-in from the Trade Marketing Manager and commercial stakeholders before the budget year begins.
  • Incorporate seasonal spikes (Tet, mid-year, year-end), sub-channel occasions (e.g., bottle-service season in NC, gifting season in AR), and brand innovation launches into each sub-channel activation roadmap.
  • Lead end-to-end planning of the Tet mega-project across all four sub-channels, coordinating with Sales, Brand, Supply Chain, Finance to ensure flawless execution.
  • Conduct an annual sub-channel review (post-mortem) to assess what worked, what did not, and what must change — using findings to shape the following year’s plan.
  • 2 In-Outlet Activation & Execution
  • Design and implement activation programs tailored to each sub-channel’s consumer occasion and outlet profile: Ex: bottle-service mechanics; food-pairing experiences for AR; affordable sampling and serve education for each sub channels.
  • Develop seasonal promotional schemes, in-outlet events, sponsorship activations, and branded experiences (Gift with purchase, staff incentive nights...etc) that increase brand presence and consumer engagement.
  • Oversee POSM and visibility materials: brief design, manage production, allocate by sub-channel and outlet tier, and conduct compliance audits post-deployment.
  • Manage activation agency partners: write briefs, review proposals, approve mechanics, and hold agencies accountable for on-time, on-budget, on-quality delivery.
  • Conduct regular outlet visits (minimum frequency by sub-channel tier defined in the annual plan) to assess execution quality, capture insights, and maintain relationships with key outlet contacts.
  • 3 Commercial Tracking & Insights
  • Work in close partnership with the Area Sales Managers and CDP to obtain a real-time understanding of sell-out performance, distribution health, and competitive activities across all four sub-channels.
  • Establish a structured monthly tracking rhythm: consolidate volume data, activation compliance scores, visibility audit results, and qualitative field observations into a single sub-channel performance dashboard.
  • Identify performance gaps (e.g., under-activation in AR, declining visibility in HEB) and proactively propose corrective actions — do not wait for management to flag issues.
  • Synthesize insights from outlet visits, sales data, and consumer feedback to understand the ‘why’ behind numbers; present these insights in a clear, actionable format to the Trade Marketing Manager and commercial teams.
  • Monitor competitor activation activity across sub-channels: mechanics, spend levels, agency choices, outlet coverage — and use competitive intelligence to sharpen PRVN’s own plans.
  • Flag emerging trends within each sub-channel (new venue formats, evolving consumption occasions, changing consumer demographics) and proactively recommend strategic responses.
  • 4 Planning, Reporting & Performance Management
  • Produce and own the following recurring planning and reporting deliverables on time and to a high quality:
  • ◦ Annual Sub-Channel Activation Plans (one per sub-channel) with full budget breakdown, activity calendar, and KPI framework.
  • ◦ Monthly Channel Performance Report: volume vs. target by sub-channel, activation compliance, budget tracking, key wins, key risks, and recommended actions.
  • ◦ Post-Activity Evaluation Reports for every major activation or event: objectives, execution assessment, ROI, and learnings.
  • ◦ Quarterly Business Review Deck (Trade Marketing chapter): consolidated sub-channel view for senior management.
  • Maintain an up-to-date sub-channel activity tracker (shared with Sales) that shows planned vs. actual activities, outlet coverage, and spend vs. budget in real time.
  • Present channel plans and performance updates in internal reviews with clarity, confidence, and a data-backed point of view; own the narrative rather than just reporting numbers.
  • Ensure 100% accuracy of Trade A&P accruals and spend reports submitted to Finance; flag variances above agreed thresholds immediately.
  • 5 Budgeting & Trade A&P Management
  • Build the annual Trade A&P budget for the Asian On-Trade channel, broken down by sub-channel, brand, region, and activity type; align with the Trade Marketing Manager during the budget planning cycle.
  • Monitor actual vs. planned spend monthly; proactively reallocate budget across sub-channels or activities when market dynamics shift, ensuring full spending of approved budget without overspending.
  • Evaluate ROI of activations; use post-activity data to drive more efficient future investment (e.g., shift spend from low-ROI TOT mechanics to high-ROI HEB experiences if data supports it).
  • Ensure all Trade A&P spend complies with PRVN financial policies, Responsible Marketing standards, and Vietnamese regulatory requirements on alcohol advertising and promotions.
  • 6 Customer Segmentation & Trade Development
  • Maintain and evolve the PROS outlet segmentation for the Asian On-Trade channel; ensure service packs and activation levels are appropriately tiered by outlet priority and sub-channel.

Benefits

Training

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