Trade Marketing Manager

Role Overview

The Trade Marketing Manager Europe is responsible for translating the European Trade Marketing strategy into effective market-, channel-, distributor- and customer-level plans across assigned European markets.
Reporting to the Head of Trade Marketing Europe, the role manages the day-to-day Trade Marketing agenda for its assigned markets and distributors. It leads activation planning and implementation, monitors execution, evaluates performance and provides commercially grounded recommendations for improvement.
The role operates within the strategy, priorities, standards, investment principles and ways of working established by the Head of Trade Marketing Europe. It works closely with Sales, Marketing, distributors, customers, agencies and other cross-functional partners to ensure that Samyang’s brand and commercial priorities are effectively implemented in the market.
The successful candidate will combine strong Trade Marketing expertise with commercial understanding, analytical capability and hands-on executional discipline. They will be comfortable managing multiple markets and projects, constructively challenging distributor proposals and influencing stakeholders without direct authority.

Key Responsibilities

1. Market and Distributor Trade Marketing Planning

• Develop Trade Marketing plans for assigned markets and distributors within the European strategy, priorities and planning framework defined by the Head of Trade Marketing Europe. 
• Translate European and global brand strategies into actionable market-, channel-, distributor- and customer-specific activation plans. 
• Localize global marketing plans into actionable customer-specific activation calendars. 
• Act as the day-to-day Trade Marketing partner for assigned markets and distributors. 
• Lead the Trade Marketing planning and review process with assigned distributors in collaboration with the relevant Sales teams. 
• Review and constructively challenge distributor proposals to ensure alignment with Samyang’s brand, commercial and execution priorities. 
• Establish clear activation calendars, responsibilities, timelines, KPIs and reporting routines within the assigned scope. 
• Escalate significant strategic, investment or alignment decisions to the Head of Trade Marketing Europe. 
• Identify channel, category, customer and shopper growth opportunities and convert them into activation proposals. 

2. Customer Activation and Execution

• Develop customer- and channel-specific activation proposals in line with approved European priorities and brand guidelines. 
• Execute in-store and online customer activations, including POS materials, sampling programs, thematic displays, seasonal campaigns and retail media activities. 
• Ensure consistent execution of promotions, new product introductions and display programs. 
• Create and deliver customer-, channel- and distributor-specific toolkits and sell-in materials in collaboration with Sales and Marketing. 
• Lead cross-functional activation projects within assigned markets, coordinating Sales, Marketing, Supply Chain, Finance, distributors, agencies and other relevant partners. 
• Manage activity timelines, deliverables and dependencies and proactively address execution risks or delays. 
• Monitor execution quality and lead corrective actions together with Sales teams and distributors. 
• Identify successful activations that can be adapted and scaled across other relevant markets. 

3. Mainstream Retail and Customer Development

• Build a strong understanding of the retail environment, channels, customers, shoppers and competitive dynamics across assigned markets. 
• Partner with Sales teams to strengthen distributor and customer relationships through impactful Trade Marketing programs. 
• Identify opportunities to improve distribution, category share, pricing execution, visibility, conversion and store-level impact. 
• Provide Trade Marketing input into distributor reviews, customer meetings, Joint Business Planning and new product launch discussions. 
• Ensure that customer activation plans support both Samyang’s brand objectives and relevant customer or distributor priorities. 
• Provide customer and market insights to the Head of Trade Marketing Europe and relevant Sales and Marketing stakeholders. 

4. Perfect Store and In-Store Visibility

• Adapt and implement the European Perfect Store standards in assigned markets and key accounts, in alignment with the Head of Trade Marketing Europe, Sales teams and distributors. 
• Drive implementation of approved standards covering assortment, availability, visibility, placement, planograms, shelf presence and brand compliance. 
• Define market- and customer-level execution targets based on the approved European Perfect Store framework. 
• Monitor execution against agreed standards and identify performance gaps and improvement opportunities. 
• Work with distributors and Sales teams to develop corrective action plans and improve in-store execution. 
• Recommend improvements to the European Perfect Store framework based on market experience, customer feedback and execution results. 

5. Promotional Planning and Effectiveness

• Manage promotional plans within assigned markets, including mechanics, timing, execution, compliance, performance tracking and ROI analysis. 
• Assess whether proposed promotional activities are aligned with brand, customer and commercial objectives. 
• Use customer, market, shopper and execution data to evaluate promotional and activation performance. 
• Lead post-activity evaluations and translate findings into clear recommendations for future planning cycles. 
• Recommend changes to promotional mechanics, activation plans and investment allocation for approval by the Head of Trade Marketing Europe and relevant Sales stakeholders. 
• Identify underperforming activities and work with the relevant stakeholders to define corrective actions. 
• Ensure that agreed learnings and best practices are incorporated into future plans. 

6. Budget and Investment Management

• Manage agreed Trade Marketing budgets for assigned markets and projects within approved limits. 
• Track planned versus actual expenditure and ensure transparency of commitments and spending. 
• Work with Sales, Marketing and Finance to maintain accurate budget reporting and forecasts. 
• Evaluate proposed activities against agreed objectives, KPIs and investment principles. 
• Identify budget risks or potential overspending and escalate them in a timely manner. 
• Recommend reallocation of investment based on performance, market opportunities and business priorities, subject to the relevant approvals. 

7. Performance Management and Reporting

• Report on customer, promotional and activation performance using customer, market and shopper data. 
• Maintain an updated database of Trade Marketing performance across assigned markets and accounts. 
• Consolidate performance reports against agreed KPIs and identify relevant insights, learnings and best practices. 
• Translate data into clear, practical and commercially grounded recommendations. 
• Ensure that distributors provide complete, accurate and timely activity and performance reporting. 
• Prepare market and distributor performance updates for the Head of Trade Marketing Europe and relevant cross-functional stakeholders. 
• Contribute assigned-market data and insights to consolidated European Trade Marketing reporting. 

8. Processes and Ways of Working

• Implement agreed Trade Marketing tools, processes and ways of working across assigned markets and distributors. 
• Ensure consistent use of approved planning templates, activation calendars, briefing formats, reporting tools and evaluation methodologies. 
• Establish effective working routines with Sales teams, Marketing and assigned distributors. 
• Provide feedback and recommendations to the Head of Trade Marketing Europe to improve Trade Marketing planning, reporting and execution processes. 
• Support the implementation of new European Trade Marketing capabilities, standards and tools. 
• Share relevant market learnings, execution examples and best practices across the European organization. 
• Support the Head of Trade Marketing Europe in selected functional development projects. 

9. Cross-Functional Collaboration and Leadership

• Act as the operational link between Sales and Marketing for the assigned markets and projects. 
• Build effective working relationships with distributors, customers, agencies and internal stakeholders. 
• Lead cross-functional projects within the assigned scope, ensuring clear responsibilities, decisions and follow-up. 
• Influence and constructively challenge stakeholders using data, commercial reasoning and market understanding. 
• Identify risks related to stock availability, activation materials, investment, timing or execution and coordinate appropriate solutions. 
• Contribute to a collaborative, transparent and performance-oriented Trade Marketing culture. 
• Provide project guidance and day-to-day coaching to the TM Specialist when assigned, while formal people leadership remains with the Head of Trade Marketing Europe. 

Qualifications and Competencies

Professional Experience

• 5+ years of relevant experience in Trade Marketing, Customer Marketing, Shopper Marketing, Category Development, Key Account Management or another customer-facing FMCG commercial role. 
• Substantial direct experience in Trade Marketing, Customer Marketing, Shopper Marketing or Category Development is preferred.
• Proven experience developing and implementing customer-, channel- or market-level plans in an FMCG environment. 
• Strong experience working with retailers, distributors or key customers, preferably within European mainstream retail. 
• Hands-on experience with customer activation, promotional planning, POS execution, product launches and in-store visibility programs. 
• Experience managing multiple markets, distributors, customers or business units is strongly preferred. 
• Demonstrated experience evaluating promotional and activation performance and translating data into commercial recommendations. 
• Experience managing projects and budgets within agreed objectives and approval frameworks. 
• Experience working with NielsenIQ, Circana/IRI, retailer portals or comparable customer and market data sources. 
• Experience working in an international and multicultural organization. 
• Experience working with Asian headquarters, stakeholders or brands is an advantage. 
• Experience leading cross-functional teams or projects is required. 
• Previous people-management or coaching experience is an advantage but not mandatory. 

Education

• Bachelor’s or Master’s degree in Marketing, Business Administration, Economics or a related field, or equivalent relevant professional experience. 

Skills and Competencies

• Strong Trade Marketing and customer activation expertise. 
• Strong strategic thinking combined with hands-on executional capability. 
• Ability to translate brand and commercial strategies into      actionable market-, channel- and customer-level plans. 
• Strong commercial mindset and understanding of customer needs, promotional dynamics and investment effectiveness. 
• Strong project management and executional discipline. 
• Strong analytical and problem-solving skills, with the ability to turn data into clear recommendations. 
• Ability to influence and constructively challenge Sales teams, distributors and cross-functional stakeholders. 
• Excellent communication, presentation and relationship-building skills. 
• Ability to lead cross-functional projects without direct authority. 
• Ability to prioritize across multiple markets, customers, projects and competing business needs. 
• Advanced Excel and PowerPoint skills. 
• Comfortable working in a fast-paced, entrepreneurial and high-growth environment. 
• Proactive, solutions-oriented, accountable and highly collaborative. 
• Fluent professional English; additional European languages are an advantage. 
• Willingness to travel across European markets. 

What We Offer

• A salary that ranging between €4,750 and €6,750 gross per month
• Pension plan
• Commuting benefit
• Vitality Benefit (€50 a month)
• Lease Bike Option
• 25 days of paid time off
• Company laptop & phone
• Free Accident & WIA Gap insurance
• Great office location in the centre of Amstelveen
• An international team of highly skilled colleagues

 
Why Samyang Europe?
Joining Samyang Europe means contributing to a brand known for its innovation and high-quality standards. This role offers meaningful ownership of assigned European markets and distributor relationships within a mid-senior trade marketing position. It provides exposure to a diverse range of customers, channels, and market structures across Europe, while giving the opportunity to lead high-impact activation projects for rapidly growing global brands. The position also involves close collaboration with European sales and marketing teams, distributors, and international stakeholders, offering strong visibility across the business. As the European organization continues to expand, the role presents significant potential for ongoing professional growth and future leadership development. Be part of a dynamic, multicultural team that is going to build the Samyang brand in the different European markets.

Salary

Minimum: 4750
Maximum: 6750
Currency: EUR
Pay period: Monthly