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Omni Channel Trade Marketing Manager

Job ID:
Kuala Lumpur, Kuala Lumpur
Date posted:
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About Unilever Food Solutions

Unilever Food Solutions (UFS) is the €2.5bn+ foodservice division of Unilever. It leads the dynamic Food Service market across its categories and has ambitious growth objectives, marketing a range of professional food and beverage products and services to operators across 22 Multi Country Organizations (MCOs) in 67 countries. We carry a portfolio of local and international brands - Knorr Professional, Lady’s Choice, Hellmann’s, and The Vegetarian Butcher.

About the Role

As an Omni Channel Trade Marketer, you will be responsible to drive effective on and offline campaigning with trade partners and Distribution Sales Representatives (DSR) maximizing sales conversion at every touchpoint including digital while prioritizing offline touchpoints in the Wholesale and Cash and Carry Channels (PUSH Channel).

Among the responsibilities include:

  • Plan and Execute Trade and eCommerce Strategy in line with Business growth ambition.

  • Deliver Exceptional customer experience to drive Reach and Penetration both with Trade and eCommerce partners.

  • Drive Perfect store, merchandising and EDGE driving availability and visibility in store.

  • Manage trade investment driving growth and ROI.

  • Deliver Business growth KPIs.

Who You Are and What You’ll Do

The Omni Channel Trade Marketing Manager will work alongside the Operator Experience team of Marketing and the Customer Development team to drive the market opportunities. They must develop an informed point of view through operator insight, trade insight, market and competitor insights and sales team engagement on the opportunities and issues in driving growth and execution fundamentals. Using data analytics deaverage opportunities and issues at the category, subcategory, brand, and SKU levels as well as at regional, distributor, channel type, and operator group levels to arrive at the potential jobs to be done. Through this contribution to the Integrated Business Planning Process, the ongoing operational planning and the Sales and Operating plan. They must in collaboration with the Sales leaders and the Operator Experience Marketing Team design and deploy promotions, programs and visibility actions to materialise the job to be done and the growth opportunities for UFS.

Keeping a strong competitive performance lens the Omni Channel Trade Category Manager must manage the promotional play and the in-market competitiveness of pricing. Further through effective monitoring of sales and growth drive and enable sell-in and sell-out to distributors and retailers through promotions.  Managing the promotional and investment budgets drive ROI, profitability and maxing the mix.

In addition to the promotional tool use visibility, sampling and activation to drive operator conversion at the point of purchase. Critically leading the perfect store execution and growth.

Leading the omnichannel experience for relevant key customers by working in collaboration with the Operator Experience team and the sales leaders. The Omni Channel Trade Marketing Manager must also be able to help distributors and sales teams apply the right assortment focus to the right omnichannel format across all our categories – a critical component for success in this channel, regardless of customer.

In partnership with the key Sales Team Leads, the Omni Channel Trade Marketing Manager will determine the specific goals, areas of opportunity, Joint Business Planning discussions, and solutions, and then work through the UFS brick-and-mortar and digital roadmap to turn the plans into action on an Online-to-Offline level.

The Omni Channel Trade Category Manager will share accountability for Turnover, Share, Perfect Store and other Key Objectives & Key Results s and metrics along with the Country Sales Leads.

Team Structure

  • Reporting to: Head of Marketing, UFS MY

Your Key Responsibilities

  • Accountable to deliver Trade and eCommerce Business Targets for Turn Over, Reach and Penetration (Basket Size, New Product Penetration, Cross Selling, Upselling, Frequency).

  • Build the UFS annual Trade Category Plan in support of the Integrated Business Plan.

  • Ongoing manage the operational opportunities and competitive performance through input to the Sales and Operating Plan.

  • Manage the promotional play of UFS in Wholesales and Cash and Carry thereby impacting price and competitive performance.

  • Manage the promotional and trade investment budget driving profitability and ROI.

  • Plan, executive, track and optimize operator buying experiences by identifying the most effective (on and offline) trade touchpoints and driving maximum conversion from reach to engagement to sales – Visibility, planogram, merchandising, sampling and activation.

  • Craft relevant, need-based campaigns by identifying growth opportunities and behavioural data, implementing smooth campaign journeys, and conducting post-campaign evaluations with the demand creation team with an Omni Channel Approach.

  • Drive Perfect Store both Offline and Online with a Top 10 SKU focus.

  • Drive Joint campaigns with Trade Partners using both 3rd party touchpoints and 1st party touchpoints and execute Selling story for Data Partnership.

  • Create compelling content: partner with the brand and marketing teams to create compelling ‘always on’ Digital shelf content, spanning both upper and lower funnel assets, triggering operators to buy our products.

  • Plan content storage tech architecture with tech defines eCommerce content needs and implements content flow to third-party web shops.

  • Ensure UFS-owned touchpoints i.e., webshop, email etc. drive sales in the trade where relevant.

  • Create and implement trade active reselling programs based on trade needs and available touchpoints (DSRs/Telesales/Cash and Carry stores).

  • Monthly marketing bulletin updates.

  • Management of trade deals and scan sales plans.


No distinct travel is required, except for building operational understanding and market insights.

What You’ll Need To Succeed

  • Bachelor’s Degree.

  • Minimum 5 years experience in a customer-facing Sales role.

  • You demonstrated the experience in Consumer-Packaged Goods or Retail industry, including leadership responsibility for customer development.

  • You demonstrated your working knowledge of key customer management, wholesale, Cash and Carry and eCommerce channel, the operator journey, foodservice distribution models, and omnichannel experience.

  • You demonstrated experience managing key growth objectives, and budgets, driving a business Profit and Loss and interfacing directly with customers at senior levels.

  • You are a passion for Growth: to demonstrate a “Can-Do” attitude and leadership to reach outstanding growth levels, able to gain team commitment: and demonstrate high effectiveness in Team Leadership.

  • You are a Change Catalyst: To initiate and drive necessary changes.

  • You demonstrated that experience in a similar Trade Marketing Capacity will be an advantage.

How to Apply:

Please apply online and add your updated resume. Your application will be reviewed against our requirements and we will be in touch to provide you with an update on the status of your application if shortlisted.

About Unilever:

Be part of the world’s most successful, purpose-led business. Work with brands that are well-loved around the world, that improve the lives of our consumers and the communities around us. We promote innovation, big and small, to make our business win and grow; and we believe in business as a force for good. Unleash your curiosity, challenge ideas, and disrupt processes: use your energy to make this happen. Our brilliant business leaders and colleagues provide mentorship and inspiration, so you can be at your best. Every day, many Malaysian households use our products to feel good, look good and get more out of life-giving us a unique opportunity to build a brighter future.

Every individual here can bring their purpose to life through their work. Join us and you will be surrounded by inspiring leaders and supportive peers. Among them, you will channel your purpose, bring fresh ideas to the table, and simply be you. As you work to make a real impact on the business and the world, we will work to help you become a better you.

Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.

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