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Sr. Trade Marketing Manager - General Trade

Do you want to #GoPlaces with your career and brew your own possibilities as a PIONEER?

Then join us in building the future of beer in the Philippines.

The Trade Marketing Manager will lead the company’s Channel Strategy in a specific channel and ultimately the activation based upon fact-based decision making from various data sources, primarily the Trade Census and internal data. 


  • Foresight: Informing the “where to play” decision making and strategic “how to win” mid- to long-term choices.
  • Intelligence: Informing the consumer/Shopper facing near-term “how to win” choices of the business entities.
  • Operational Excellence: Ensuring that our outlet execution meets both the customer and organisational objectives.


The Trade Marketing Manager will report to the Head of Trade Marketing as part of the Marketing Management Team.

  • The Trade Marketing Manager has the mandate to:
    • Define specific channel strategy that contributes to the company and channel objectives.
    • Lead the activation planning cycle for specific channels.
    • Define ongoing information needs for the commercial organisation for GENERAL TRADE channel



1. Budget management - Set monitor and manage the Trade Marketing Budgets in line with the agreed channel strategies.

2. Channel Landscape & Strategy 

  • Lead and maintain the channel landscape build process
  • Define channel opportunities through developing insights from the data

3. Planning & Forecasting

  • Portfolio Strategy & Business Planning
  • Support the business in high level business forecasting

4. Channel Activation - develop channel activation plans & idenitfy most appropriate programs for implementation

5. Sales/Activation Team Support - provide sales tools and guidance to sales teams to ensure portfolio management & execution excellence

6. Business/Channel Analytics - deliver business/channel analytics & reporting

7. Manage the process to meazsure and drive execution excellence 



  • With solid experience in Gen Trade TM, Sales, Distributor management
  • Marketing background is an advantage
  • Analytical and process driven
  • With potential to be cross posted to other commercial functions within ABHP (or outside PH)


Heineken is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 250 international, regional, local, and specialty beers and ciders. HEINEKEN is committed to innovation, long-term brand investment, disciplined sales execution, and focused cost management. Through "Brewing a Better World," sustainability is embedded in the business and delivers value for all stakeholders. 


Follow our stories as we brew a better world at

Job Segment: Outside Sales, Manager, Sales, Management

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