Trade Marketing Manager, Central & East Region

Requisition Id:  2528

Shanghai, CN

About Edrington

Our vision is to give more by crafting exceptional ultra-premium spirit brands. The Macallan is our leading brand, supported by Highland Park and The Glenrothes in the fast-growing single malt category and Naked Malt in the blended malt category. Our portfolio is completed with Brugal premium rum from the Dominican Republic, The Famous Grouse Blended Scotch Whisky, and Wyoming Whiskey in the American Whiskey category. 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.

Position Summary

Reporting to the National Trade Marketing Manager, the Trade Marketing Manager, Central & East region is responsible for executing Edrington’s trade marketing initiatives through the effective delivery of key brand activations that are relevant to the relevant regions and respective distribution channels. This role will lead the collaboration with Regional Managers, Area Managers, Sales Reps, customers, and 3rd party agencies to implement trade activation plans, analyse results and deliver a high level of execution to achieve quality trade engagement and excellence at every touchpoint.

Job Description

  • Support the development and execution of a trade marketing strategy that reflects the organizations global vision as a leading super premium spirits company
  • Lead the implementation and execution of agreed trade marketing deliverables specific to the assigned region
  • Lead the implementation of trade marketing best practices that are specific to the region to deliver optimal outcomes that resonate with the long-term strategy
  • Collaborate with marketing and sales teams to execute relevant brand activation plans (annual/quarterly/monthly) for the region, channels and targeted accounts
  • Ensure a consistently high quality of trade visibility – permanent, seasonal, and promotional in accordance with brand and campaign guidelines
  • Together with the National Trade Marketing Manager, collaborate with the marketing team to develop and execute brand activation campaigns that are designed to support accelerated growth
  • Oversee the trade activation execution process within the said region to ensure that activity and campaigns are executed to plan and within budget
  • Dissemination of brand/product/NPD communication material and tools for all customer channels
  • Lead the planning and co-ordination of brand & product training programs for trade partners within the assigned region
  • Partner with the marketing and sales teams to plan and execute collaboration events
  • Customer engagement, event planning and execution.
  • Collate, analyze, and report competitor activity and trade feedback
  • Management of promotions & brand activation related vendors and personnel
  • To regularly evaluate effectiveness of trade and consumer activations and note key learnings for future reference
  • To collaborate with the sales team to deliver the strategy and action plan for expanding brand presence and consumer recruitment in relation to shopper activation and retail collaboration
  • Accountable for all operational (internal/external) processes related to vendor management, in alignment with the company’s policies

Skills and Experience

To succeed in this role you will have a versatile personality with a highly developed interpersonal skillset with the following core capabilities:

  • Educated to a tertiary level
  • Fluent in spoken and written Mandarin; basic spoken and written English is a requirement
  • Minimum 6 years of experience in a Marketing / Trade Marketing function within the consumer goods industry
  • Sound commercial acumen with a good understanding of sales and marketing operations
  • Sound analytical skills with the ability to collect, model and interpret data
  • Strong interpersonal and communication skills 
  • Collaborative by nature, with excellent stakeholder management skills with internal and external customers
  • Proficient in Microsoft Word, Excel, PowerPoint


Key Result Areas

  • Delivers strongly against annual targets and KPIs
  • Achievement of mid to long-term trade marketing milestones (brand activation, brand visibility, trade engagement)
  • Demonstrates consistent forward and strategic thinking and execution to contribute towards long term vision
  • Effective people leadership and collaboration, prioritising the delivery of collective objectives
  • Consistently fosters and maintains a collaborative and positive team dynamic
  • Evaluate 360 feedback and continuously identify areas of improvement to further build capability of the department

Equal opportunities

We’ve put together some criteria that we think is important for this role, but don’t worry if your experience and expertise isn’t an exact match. If you feel that you can add value to our role and to Edrington more broadly, we would welcome your application and be eager to learn more about you.