Trade Branding Strategy & Planning Manager

A. PROFILE

Role Title: Trade Branding Strategy & Planning Manager
Reporting to: Marketing Communications Director
Division: Marketing
Department / Section: Marcom

B. CONTEXT

Purpose: This position is the strategic architect and visual guardian of the U9 brand in the physical world. This role acts as the central bridge between the core Marketing Communication team and the GTM and Regional S&D teams. Responsibilities include defining visual identity standards, designing high-impact Point-of-Sale Materials (POSM), Trade Branding, on the ground visibility, and authoring the localized execution playbooks. This role ensures that U9 achieves dominant, premium on-ground visibility and high brand awareness across all territories through flawless cross-functional alignment.

Context: The Marketing Communication Department is responsible for executing and implementing brand and communication strategy and building brand affinity among consumers. It will develop strategy to improve brand awareness, consumer experience and engagement and for effective brand and campaigns communication

C. ROLE ACCOUNTABILITIES

• Central-to-Regional Coordination: Serve as the core Person in Charge and strategic link between the Central Marcom team, GTM and Regional teams. Translate central brand campaigns into clear, actionable trade visibility initiatives for the field.
• Regional Visibility Playbook Development: Author, update, and implement the comprehensive U9 Regional Visibility Playbook. This document must outline clear rules for store facades, merchandising, setup timelines, and compliance tracking so regional teams know exactly how to execute without guesswork.
• Localization & Language Adaptation Alignment: Oversee the cultural and linguistic adaptation of all trade copy and visual assets. Collaborate with regional leads to ensure local dialects, regional phrasing, and cultural nuances are accurately reflected while maintaining core brand messaging integrity.
• Trade Identity & Asset Design: Establish the visual guidelines, look-and-feel, and planograms for all physical retail environments (e.g., exclusive shops, retail multi-brand counters, mobile and accessary shops, and street-level signage) matching U9's core brand pillars.
• Governance & Compliance Framework: Design the audit criteria and feedback loops used by the execution team to evaluate on-ground visibility, ensuring regional deployment happens exactly as planned in the design phase.
• Material & Structural Innovation: Research and select premium, weather-resistant, and high-visibility materials (LED, durable substrates, etc.,) to ensure U9's street presence clearly outshines competitors in all weather conditions.

D. KEY PERFORMANCE INDICATORS

• Brand Equity Index
• Top of Mind Brand Awareness
• On-ground visibility improvement

E. WORKING RELATIONSHIPS & DECISION MAKING

Interacts with:
Internal: Cross Functions
External: TM Vendors

Decision Making

• Authority to take all operational decisions pertaining to the operations of own unit.
• Work with Director Brand Communications in deciding matters pertaining to U9 brand.
• Oversight of the formal process to sign off all communications material to ensure adherence to the brand guidelines and consistency.

F. EXPERIENCE AND QUALIFICATIONS

Minimum Experience & Essential Knowledge

• 7-year experience in the communications or marketing field is required of which at least 4 should be within a Trade Marketing and Communications function in a large complex organisation
• Strong understanding of brand and trade communications disciplines and skills
• Brand Management Communications and marketing expertise
• High level understanding on local market and retailer & consumer insight
• Strong knowledge in the management of Trade and Activation Agencies
• Effective project management skills
• Fluent in Burmese and English, have knowledge of regional and ethnic language
• Creatively in tuned, passionate and has an out-going personality

Minimum Entry Qualifications

• Minimum Diploma/Degree in Marketing/Business Administration. Master or MBA Degree would be preferred.