Trade Marketing Manager, Nothern Vietnam

Our Craft

Edrington’s vision is to give more by crafting exceptional ultra-premium spirit brands. The Macallan is our central focus, supported by Highland Park and The Glenrothes in the single malt category. Our portfolio is completed with Brugal premium rum from the Dominican Republic. Edrington also has a strategic partnership with No.3 London Dry Gin. 

Our principal shareholder is a charitable trust, so we were built to make a world of difference. Discover a place where values define our culture. The home of exceptional brands, where people and teams thrive.

Our Blend of Benefits

• 4 Giving More volunteer days
• Medical insurance 
• 24/7 support for you and your loved ones to counselling, life coaching and information on financial, mental, and physical wellbeing

Embrace Excellence

The Trade Marketing Manager, Northern Vietnam supports the Country Manager, Emerging Markets SEA in driving trade development, distributor execution excellence and private client pipeline growth across Hanoi and Northern Vietnam. Working closely with distributor sales, trade marketing and brand teams, the role co-develops trade engagement priorities, outlet development plans and commercial objectives, while ensuring disciplined execution through performance management, market intelligence and structured business reviews. The role is accountable for distributor delivery of agreed distribution, visibility, contract, trade engagement and private client pipeline objectives in support of Vietnam’s overall business ambitions.

Make an Impact

Sales Force Effectiveness (40%)

• Co-plan annual trade engagement plans, outlet segmentation and trade development strategies with distributor teams as input into Vietnam’s annual business plan.

• Conduct joint field visits with distributor sales representatives to identify opportunities, risks and execution gaps

• Co-develop practical sales toolkits, account planning frameworks and execution standards.

• Maintain KPI scorecards covering distribution, depletion, contracts, visibility and activations.

• Lead weekly performance reviews with clear owners, timelines and corrective actions.

• Ensure distributor teams achieve agreed geographical trade engagement targets and commercial objectives across all brands.

• Drive distributor accountability for agreed business outcomes, execution standards and performance targets.

Trade Development (30%)

• Ensure distributor teams achieve distribution, outlet, contract and visibility objectives across Northern Vietnam.

• Support distributor-led penetration, optimisation and renewal of priority outlet contracts to strengthen Edrington brand presence.

• Develop strong working relationships with trade customers and key account partners through participation in account planning, distribution reviews, merchandising and visibility initiatives.

• Monitor contract compliance, outlet productivity and execution standards.

• Partner with distributor sales and trade marketing teams to improve execution quality and commercial return on investment.

• Ensure brand and communication materials are utilised effectively and in accordance with brand guidelines.

• Ensure distributor field teams maintain visibility and engagement with priority wholesalers and key trade influencers. 

Private Client Pipeline Development (20%)

• Ensure distributor teams build and maintain a qualified private client pipeline objectives through trade partners, connectors and luxury networks.

• Agree recruitment targets, pipeline tracking and reporting standards with distributor teams.

• Monitor recruitment, engagement and conversion performance against agreed objectives.

• Coordinate with marketing team on private client programmes and budget priorities.

• Ensure distributor-led execution supports client acquisition and retention objectives.

• Track pipeline quality, opportunities and outcomes, and recommend corrective actions where required.

Market Intelligence & Business Planning (10%)

• Maintain accurate performance dashboards of distribution, channel, customer and trade activation objectives.

• Consolidate market intelligence including price audits, competitor activity, market analysis and business development opportunities.

• Analyse, manage and report trade marketing investment to ensure spend is optimised, accurately tracked and reported in a timely manner.

• Liaise with Marketing teams to ensure trade activations are aligned with business priorities and regional insights.

• Provide recommendations to improve distributor performance, trade engagement effectiveness and overall market outcomes.

Your Talent and Skills

• Experience in trade marketing, trade engagement, distributor management or commercial development.
• Proven ability to influence performance through a distributor or third-party sales force.
• Experience with outlet development, contracts, KPIs, scorecards and performance reviews.
• Strong analytical, project management and stakeholder influencing skills.
• Good understanding of premium spirits, luxury hospitality and Northern Vietnam trade channels.
• Strong written and spoken English and Vietnamese.
• Proficient in Microsoft Office, PowerPoint and Excel; Salesforce experience is desirable.
• Sensibility and appreciation for Luxury/Accessible Luxury
• Able to work independently, responsibly and with strong attention to detail.

A Place For Everyone

We’re proud of our inclusive culture – where unique experiences, ideas and perspectives are celebrated. We want everyone to feel respected and empowered to contribute to our success.

Get involved. From colleague networks like Balance, Pride and Kick-Start to inclusion allies and DE&I champions, we encourage our people to be curious, get involved and help us make change happen.