Assistant Trade Marketing & Communications Manager

The Assistant Trade Marketing & Communications Manager is a dual-focused role responsible for driving in-store execution and brand visibility across all retail channels. You will act as a strategic partner to the Sales team, translating promotional calendars into effective trade initiatives while simultaneously managing brand communications, social media, and the creation of high-quality marketing assets. This role is ideal for a commercially minded marketer who is comfortable moving between high-level data analysis and hands-on creative execution.

Key Responsibilities

 Commercial & Trade Support

• Collaborate with Sales: Work closely with the Sales team to support the execution of the promotional calendar, ensuring all trade initiatives are commercially viable, within budget, and aligned with channel priorities.

• Retailer-Specific Activation: Provide creative and analytical support to drive retailer-specific promotional mechanics (e.g., GWP/PWP, bundle deals) for key accounts including FairPrice, DFI, and 7-Eleven.

• Performance Monitoring: Monitor distribution, merchandising, and promotional effectiveness, providing the Sales team with data-backed recommendations to optimize in-store performance.

• New Product Launch Management: Coordinate the trade readiness for new product launches, including retailer listing support, promotional mechanics, POSM deployment, launch communication and sales enablement materials to ensure successful market execution.

• Shopper Marketing: Develop shopper-centric campaigns and in-store activation strategies that influence purchase behaviour, improve category visibility and drive sell-through.

• Demand Planning: Collaborate with Sales, Operations and Supply Chain to forecast promotional demand and ensure adequate inventory is available to support trade activities.

• Competitive Intelligence: Monitor competitor promotions, pricing, new product launches and retail execution to identify market opportunities and recommend appropriate commercial responses.

Content, Design & Social Media Execution

• Creative Asset Creation: Lead the creation of high-quality, on-brand POSM (shelf-talkers, wobblers, posters) and digital assets using Canva and Adobe Creative Suite (Photoshop/Illustrator).

• Social Media Management: Own the social media calendar; develop, schedule, and publish content that maintains consistent brand visibility and campaign messaging across all relevant channels.

• Asset Adaptation: Adapt and resize creative assets to meet retailer-specific requirements for physical trade and e-commerce platforms.

• Brand Governance: Ensure all marketing communications, trade materials and digital content comply with approved brand guidelines and maintain a consistent brand identity across all consumer touchpoints.

• E-commerce Trade Marketing: Support promotional planning, product visibility and campaign execution across e-commerce platforms, ensuring alignment with commercial objectives and retailer requirements.

Campaign Management & Data Analytics

• Process Compliance: Ensure all promotional mechanics and budgets are submitted through the standardized internal campaign approval workflow prior to execution.

• Data-Driven Insights: Extract and analyze category performance using Nielsen (NIQ), Consumer Panel Services (CPS), and POG data to support Sales in identifying growth opportunities.

• Reporting: Prepare mandatory post-campaign analyses, evaluating ROI and promotional effectiveness, and presenting concrete improvement plans based on sales data and execution gaps.

Budget & Vendor Management

• Manage the trade marketing budget, ensuring all activities are executed within approved financial parameters.

• Manage vendor relationships and negotiate with agencies and event partners to ensure cost-effective logistics and execution.

• Trade Spend Management: Manage the trade marketing budget by monitoring trade investments and promotional spending to maximise return on investment while ensuring all activities remain within approved financial parameters.

• Cross-Functional Collaboration: Partner closely with Sales, Product & Branding, Operations, Finance and external agencies to ensure campaigns are commercially effective, operationally feasible and executed on schedule.

 Requirements

• Bachelor’s degree in Marketing, Business Administration, or a related field.

• 3–6+ years of proven experience in Trade Marketing, Shopper Marketing, or a hybrid MarComms role within the FMCG industry.

• Design Proficiency: Demonstrated ability to create quality visual content using Canva and Photoshop/Illustrator. (A portfolio of previous work, including POSM and digital/social content, is highly preferred).

• Commercial Acumen: Strong understanding of promotional mechanisms, trade margins, and the ability to justify promotional spend via ROI.

• Data Fluency: Hands-on experience extracting and interpreting data from Nielsen (NIQ), or similar market research tools.

• Local Retailer Knowledge: Familiarity with the trade environments and requirements of Singapore retailers (FairPrice, DFI, 7-Eleven).

• Cross-Functional Leadership: Exceptional project management skills with the ability to align Sales, Operations, and Branding teams toward common goals.