Trade Activation Specialist

PURPOSE OF THE POSITION

Drive BP, conversion and MS growth for HML brands and driver customer loyalty in on trade channel, by creating and executing premium, distinctive, exciting and impactful on trade activations with a cross-functional team.

RESPONSIBILITY

1. On-Trade Activation Planning & Execution

• Execute on‑trade campaigns (It’s Tiger Time, HEINEKEN Afterwork) and activation calendars
• Deliver seasonal activations (Thingyan, CNY, Thadingyut, Christmas, etc.)
• Lead brand‑led BTL campaigns and promotions
• Support outlet-owned events with toolkits and POSM

2. POSM & Outlet Experience

• Manage POSM creation, execution, and budget
• Develop impactful POS items
  • Menu listings
  • Gamification materials
  • Premium merchandise
• Manage the outlet experience toolkits

3. Draught & Loyalty Programs

• Drive advocacy and sales of the draught portfolio
• Strengthen loyalty programs to increase conversion
• Ensure quality standards during activations

4. Event Execution & Brand Ambassadors

• Lead development and co-execution of on-trade customer events
• Align with Brand Managers and Sales team for Heineken Afterwork & Green Zone programs
• Manage Brand Ambassadors in Tiger Streets & project zones

5. Cross-Functional Collaboration

• Align closely with Sales, Brand Managers, Trade Marketing, and agencies
• Support channel strategy and activation calendar development

REQUIREMENTS 

• Bachelor’s degree in business administration, Marketing, Public Relation, or any related fields
• Minimum 1 - 3 years of relevant On Trade (include MONT) channel marketing, brand marketing or field sales experience
• Strong project and budget management skills to drive projects and campaigns E2E
• strong knowledge of channel dynamics, trends and strategy
• Self-motivated with a winning mentality and a strong sense of ownership and responsibility