Senior Trade Activation Manager

About the Position

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.

Responsibilities

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 programs.
• 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.

Requirements

• 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.

We Offer

• 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 prioritize continuous improvement within a transformative environment, preparing for ongoing changes.

About the Company

We are impactful storytellers who push boundaries and find innovative ways to connect and interact with our customers. We sell our brands in more than 150 markets worldwide, many of which are strictly regulated. At the same time, the rise of Smokeless Products means we're operating in a rapidly shifting landscape and its these factors that present the type of challenges we thrive on. We use emerging technologies and complex data to drive innovation. From brand and strategy through e-commerce to trade marketing.

At BAT, we’re committed to more than just jobs, we’re dedicated to purposeful careers - It's one of the many reasons we have been named as a Global Top Employer for the eighth consecutive year.

We believe that Leadership shouldn’t be confined to titles. It’s a mindset and through our leading Learning and Development programs, you’ll continuously develop your skills and experience. With our unwavering support, you’ll work in cross-functional teams connecting with industry leaders and expanding your professional network.

Join us at BAT, where purpose meets possibility, and your career story unfolds.