At Hegen, we redefine the parenting experience with award-winning innovations tailored for mothers and their little ones. As a trusted brand in mother and baby products, our mission is to empower mothers in their breastfeeding journey and ease the transition into parenthood through meaningful products and services. Recognised as one of Singapore's top 10 fastest growing companies, Hegen takes pride in creating practical solutions that combine thoughtful designs with functionality and sustainability for time-strapped parents.
About the Role
We are seeking a strategic and commercially-driven Trade Marketing Manager to accelerate Hegen's offline retail growth across Singapore.
In this role, you will own channel growth strategies, strengthen key retail partnerships, and drive commercial performance across offline channels. You will be responsible for translating business objectives into actionable retail strategies that increase distribution, improve sell-through, and maximise revenue opportunities.
Working closely with Commercial, Marketing, Supply Chain, Finance, and retail partners, you will develop joint business plans, optimise trade investments, and identify opportunities to strengthen Hegen's market presence. The ideal candidate combines strong commercial acumen with strategic thinking and hands-on execution capabilities to deliver sustainable business growth.
Key Responsibilities:
Trade Growth Strategy & Commercial Planning
- Develop and execute annual and quarterly channel growth strategies aligned with Hegen's commercial objectives, revenue targets, and profitability goals.
- Own retail channel performance by identifying opportunities to increase distribution, improve sell-through, and drive sustainable revenue growth.
- Analyse sales performance, market trends, consumer insights, and competitive landscape to identify growth opportunities and recommend commercial initiatives.
- Develop channel strategies across department stores, specialty baby retailers, healthcare institutions and other offline distribution channels to maximise market penetration.
- Partner with leadership to evaluate new business opportunities, expansion plans and commercial growth initiatives.
- Build and maintain strong strategic relationships with key retail partners, including department stores, specialty baby retailers, healthcare institutions, and other offline distribution channels.
- Collaborate with retail partners to develop joint business plans, promotional calendars, and marketing initiatives that deliver mutually beneficial outcomes.
Trade Marketing Execution
- Lead end-to-end execution of trade campaigns, seasonal promotions, product launches, retail roadshows, baby fairs, pop-up experiences, and in-store activations.
- Partner closely with the Marketing team to ensure all retail initiatives are consistent with Hegen's premium brand identity and marketing objectives.
- Ensure seamless execution across all retail touchpoints while maintaining operational excellence and brand consistency.
Retail Experience & Visual Merchandising
- Drive the development of best-in-class retail experiences through impactful visual merchandising, point-of-sale materials (POSMs), retail displays, and shopper engagement initiatives.
- Collaborate with Marketing and Supply Chain teams to ensure retail execution strengthens brand positioning while delivering commercial objectives.
- Establish merchandising standards and optimise in-store presence to improve shopper experience and sales performance.
Budget & Resource Management
- Own and manage the trade marketing budget, ensuring effective allocation of resources to maximise commercial impact and return on investment.
- Develop budget plans, track expenditure, and optimise trade investments based on business priorities, campaign performance, and channel growth opportunities.
- Evaluate vendor performance and identify opportunities to improve cost efficiency, enhance execution quality, and drive greater value from trade marketing initiatives.
Leadership & Cross-Functional Collaboration
- Mentor and guide team members in the execution of retail and channel marketing initiatives, fostering a culture of accountability, collaboration, and continuous improvement.
- Partner closely with cross-functional teams to ensure seamless execution of commercial priorities.
- Champion a collaborative working environment that supports innovation, agility, and operational excellence.
Additional Role Information
This role involves on-ground retail, roadshow, and trade event activities, including extended periods of standing and handling merchandising materials (typically up to 5kg).
Team support and appropriate equipment are provided to facilitate setup and teardown activities. Where needed, reasonable accommodations will be considered in line with operational requirements and company policies.
Requirements:
- Bachelor's degree in Business, Marketing, Commerce, or a related discipline.
- 5-8 years of experience in Trade Marketing, Commercial Marketing, Channel Management, Sales Strategy, Account Management, or Retail Marketing, preferably within FMCG, consumer goods, healthcare or premium retail.
- Proven track record in driving channel growth, revenue performance, and commercial outcomes through retail strategies and partnerships.
- Strong commercial acumen with experience developing joint business plans, managing retail accounts, and negotiating trade investments.
- Ability to analyse sales data, consumer insights, market trends, and channel performance to identify growth opportunities and inform business decisions.
- Strong understanding of retail operations, shopper behaviour, merchandising, and offline channel dynamics.
- Experience managing budgets, evaluating ROI, and optimising commercial investments.
- Excellent stakeholder management, negotiation, communication, and presentation skills.
- Strong project management capabilities with the ability to balance strategic planning and hands-on execution.
- Demonstrated leadership experience with the ability to influence teams, drive collaboration, and deliver business results.
Equal Opportunity & Data Protection Statement
Hegen is an equal opportunity employer and is committed to building an inclusive and diverse workforce. All employment decisions are based on merit, qualifications, and business needs. By submitting your application, you consent to the collection, use and disclosure of your personal data for recruitment and employment-related purposes in accordance with applicable data protection laws.
Join Us
At Hegen, we are passionate about fostering a purpose-driven, inclusive and collaborative work environment where every team member can thrive. We are committed to supporting personal growth and offering opportunities for career development at every stage of your journey.
