Trade Activation Manager

BAT is evolving at pace into a global multi-category business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World.
To achieve our ambition, we are looking for colleagues who are ready to join us on this journey! Tomorrow can’t wait, let’s shape it together!

British American Tobacco Vietnam has an exciting opportunity for a Senior Trade Activation Manager in HCMC, Vietnam

Your key responsibilities will include:

Business

• Build and drive nationwide Trade Activation strategies aligned with organizational priorities, brand plans, the cycle agenda and regional business opportunities. 

• Ensure excellent execution of nationwide plans at the regional level through collaboration with Regional Trade Development Managers. 

• Maintain a deep understanding of business operations and translate strategy into executable activation plans (including equity campaigns, off-cycle initiatives, new product introductions, retailer advocacy, etc.) with clear objectives, geographic focus, brand priorities, investment levels, execution standards, and measures of success. 

• Own the retailer loyalty platform, ensuring platform development, investment efficiency, and the building of long-term relationships with retailers. 

• Collaborate with Regional Trade Development Managers to sharpen regional opportunities identified in regional business plans and translate them into nationwide syndicate initiatives, tactical activations, and unconventional-channel programmes.  

• Build robust competitor intelligence and propose timely counter-plans to protect and grow business performance. 

• Manage a sizeable nationwide budget, ensuring targeted investment, disciplined controls, accurate tracking, and an effective return on investment. 

• Regularly evaluate deployed plans and activities against agreed KPIs, identify performance gaps, and drive timely course correction and continuous improvement. 

People

• Lead and manage the team by setting clear priorities and accountabilities, building capability, coaching performance, and fostering ownership, inclusion and effective collaboration. 

• Collaborate across functions (Sales Operations, Marketing Deployment, Finance, Legal, etc.) to ensure that planning follows policies and regulations and is aligned with the cross-functional agenda. 

• Actively contribute to nationwide and business forums to align priorities and investment, connect all relevant sub-functions, and enable coordinated decision-making and execution. 

What are we looking for?

• Degree in Business, Marketing, Commerce, Management, or a related field. 

• Minimum 7–10 years of relevant experience in FMCG, preferably in trade marketing, trade activation, commercial planning, or field execution. 

• Strong understanding of nationwide activation strategy, route-to-market, brand cycle planning, and regional field execution. 

• Proven ability to convert strategy and insight into practical, detailed and measurable activation plans across multiple brands, geographies and channels. 

• Strong commercial and analytical competence, including competitor intelligence, opportunity sizing, budget allocation, performance tracking and return-on-investment evaluation. 

• Strong project management, problem-solving and execution discipline, with the ability to manage multiple concurrent campaigns, NPIs and tactical initiatives. 

• Strong cross-functional leadership and partner management skills, with the ability to present effectively to and influence the leadership team, headquarters teams, and regional teams. 

• Very strong English presentation, communication, storytelling, and senior partner engagement skills. 

What we offer you?

• We offer a market leading annual performance bonus (subject to eligibility)
• Our range of benefits varies by country and includes diverse health plans, initiatives for work-life balance, transportation support, and a flexible holiday plan with additional incentives
• Your journey with us isn't limited by boundaries; it's propelled by your aspirations. Join us at BAT and become a part of an environment that thrives on internal advancement, where your career progression isn't just a statement – it's a reality we're eager to build together. Seize the opportunity and own your development; your next chapter starts here.
• You'll have access to online learning platforms and personalized growth programs to nurture your leadership skills
• We prioritise continuous improvement within a transformative environment, preparing for ongoing changes

WHY JOIN BAT?
We’re one of the few companies named as a Global Top Employer by the Top Employers Institute – certified in offering excellent employee conditions.

Collaboration, inclusion and partnership underpin everything we do here at BAT. We are looking forward to enabling every individual to thrive, regardless of gender, sexual orientation, marital or civil partnership status, gender reassignment, race, religion or belief, colour, nationality, ethnic or national origin, disability, age, skills, experience, education, socio-economic and professional background, veteran status, perspectives and thinking styles. We know that embracing talent from all backgrounds is what makes us stronger and best prepared to meet our business goals.

We see the career breaks as opportunities not obstacles. Through The Global Returners program, we support professionals looking to restart their careers after an extended absence from the workforce (e.g. time out caring for family, parental leave, national service, sabbatical and/or starting an own venture).

Come bring your difference and see what is possible for you at BAT. Learn more about our culture and our award winning employee experience here.

If you require any reasonable adjustments or accommodations to help you perform at your best during the recruitment process, you are encouraged to notify us. We are fully committed to support you by making appropriate arrangements for you to demonstrate your full potential.