The Associate Retail Activation Manager is responsible for supporting the planning and execution of retail and trade activation initiatives across General Trade channels. The role focuses on driving strong in-store execution, improving product visibility and availability, and ensuring effective rollout of channel programs aligned with commercial objectives.
This role will work closely with Sales, Marketing, distributors, and third-party partners to ensure timely and consistent execution across assigned territories.
Key Responsibilities:
Trade Activation & Field Execution
- Support the development and implementation of General Trade activation programs and channel initiatives
- Coordinate execution of trade promotions, merchandising activities, and in-store campaigns
- Ensure timely deployment of POSM materials, trade kits, and activation requirements
- Conduct regular trade checks and field visits to monitor execution quality, compliance, and visibility standards
- Identify execution gaps and recommend corrective actions to improve effectiveness in the field
Sales & Channel Support
- Collaborate with Sales teams and distributors to support execution of activation programs and sales initiatives
- Assist in driving distribution, visibility, and availability of priority SKUs across assigned outlets
- Support customer and channel-specific programs to improve sell-out and consumer engagement
- Monitor competitor activities, pricing, and in-store executions and provide market feedback
Program Monitoring & Reporting
- Consolidate post-activity reports, execution updates, and performance evaluations
- Analyze field insights, sales performance, and execution data to identify opportunities and improvements
- Support monitoring of trade spending and ensure efficient budget utilization
- Assist in preparing presentations, execution reports, and sell-in materials for stakeholders
Stakeholder & Agency Coordination
- Coordinate with third-party agencies, suppliers, merchandising teams, and distributors to ensure smooth program rollout
- Work closely with cross-functional teams including Sales, Marketing, and Operations for activation requirements
- Ensure programs are implemented within agreed timelines and execution standards
Qualifications:
- Bachelor's degree in Marketing, Business Management, or related field
- At least 4–7 years of experience in Trade Marketing, Customer Marketing, Retail Activation, or Field Execution
- Strong exposure to General Trade operations and distributor-led execution
- Experience handling trade activations, merchandising, in-store promotions, or field marketing initiatives
- Background in coordinating with sales teams, agencies, and distributors
- Strong execution, project management, and stakeholder management skills
- Proficient in Microsoft Office tools, particularly Excel and PowerPoint
- Willing to travel and conduct fieldwork as needed
Preferred Background:
- Experience handling General Trade channels such as wholesalers, wet market, sari-sari stores, or traditional trade
- Exposure to nationwide or multi-regional activations is an advantage
- Familiarity with trade checks, execution monitoring, and retail performance tracking
- Experience in food, beverage, personal care, or consumer goods industry is preferred
