Trade Marketing Manager, Korea

Date: 31 Jan 2024

Location: Seoul, Seoul, KR

Company: Zespri Group Limited

Who are we?


Zespri is more than simply the world's single-largest marketer of kiwifruit. We like to think of ourselves as fruit on a mission and as rebels with a cause: to help people, communities and the environment around the world thrive through the goodness of kiwifruit. We are proudly the world's largest marketer of kiwifruit, selling kiwifruit in more than 50 countries. We work with around 2,800 New Zealand and 1,500 international growers and post-harvest companies to source the best-quality Zespri Kiwifruit which we supply through our distribution partners to wholesale and retail customers. We are one of New Zealand's best-known international brands, dedicated to creating sustainable long-term value for growers.

What's the role?


Reporting to the National Sales Manager, the National Trade Marketing Manager will be responsible for co-developing the Sales Strategy for the Market alongside the National Sales Manager. By leading the Category and Shopper thinking in the Sales Function, this role will ensure this is translated into profitable Shopper-led activities. An additional key focus of this role is building relationships with selected Customers and Customer groups via programs such as Club Z.


Managing a small Trade Marketing team, the National Trade Marketing Manager is accountable for the development of Zespri’s Category thinking and sets the direction for its Shopper Marketing campaigns and coordinating Internal Business planning across all channels and customers including fruit allocation, PPA decisions, and ROI analysis. 


Key Accountabilities include:



  • Market Sizing & Geographic prioritization in order to define Channel priorities and roles. In addition identify the current Fruit Category & Zespri size in each geography to establish growth projections for key levers. 
  • Co-develop the optimal RTM structure and the balance of Sales team to deliver growth as well as recommend the optimum Service/Partnership Models to ensure fair value distribution across the value chain and to deliver Zespri’s growth lever targets
  • Develop a strategic Customer Funds approach that recognizes Customer Funds as a strategic & deliberate investment in meeting consumer/shopper and customer needs & driving growth of Zespri/Partners
  • Design, manage and support the Trade Marketing team to deliver the strategy & seasonal plan/numbers, aligned to the Global Organization Model working alongside the National Sales Manager to develop our talented team
  • Identify & coordinate the implementation and maintenance/ improvement of Data and set up Systems/Tools - that are needed to enable the Sales function to analyze, plan and deliver in the most efficient and effective way



  • Develop and maintain the Zespri point of view on key Category/Consumer/ Shopper insights in our Category for the market through partnering with other Global TMMs and build a Vision for the longer-term growth of the Category in market with growth drivers that show where/how we can grow.
  • With support of the Global TMM’s, develop and maintain Category level guidelines on how Customers should manage the Range in the Category & how it should be Merchandised to meet Shoppers needs, including by key Channels.
  • Develop Targeted Shopper Marketing Campaigns including designing and implementing a research/data science program to understand the Target Shopper’s Journey across different Channels, their needs, and barriers to purchase. 



  • Manage fruit allocation by developing principles used for the Seasonal allocation of Fruit for the market to optimize value chain sales and margin – by Geography/Channel/Customer. 
  • Define the PPA and pricing strategy for the season and guide the Sales team’s on the development of the seasonal plan for Packs and Pricing (Pack/Price Architecture) to ensure the total Fruit allocation across Geographies/ Channels/Customer is optimized ensuring this is reviewed on an ongoing basis to ensure its validity.
  • Build the Sales & Marketing Calendar by creating and maintaining an annual Sales & Marketing Calendar for the market with Marketing, aligning all ATL & BTL activity.
  • Leverage Event & ROI Analysis identifying the process and tools for analyzing Zespri investments in Customer and Shopper activities (Customer Funds, Marketing Support (Sales) & Sales Promotions).
  • Develop Selling Materials & POS Visibility Toolkits to in order for the National Sales Manager, Sales teams and Distributor Partners to develop compelling selling materials and enable them to sell & negotiate Zespri plans effectively and drive world class Brand/Pack/Promotion visibility in stores.



  • Build & Implement Key Account and Joint Business Plans, partnering with Zespri Key Account Managers, and ensuring each Zespri plan per customer reflect Category Vision and Shopper Insights. 
  • Tailor & Implement Range, Merchandising & Shopper Marketing Programs ensuring customer specific range, Merchandising & Shopper Marketing programs reflect Category & Shopper thinking and Zespri in-store guidelines.
  • Implement Quarterly Business Reviews using Market and Category performance data and insights sharing this with Key Account teams to identify key messages and implications for onward communication.
  • Support the Sales team’s to review weekly performance and address significant customer issues by coordinating cross functional decision making needed to deliver the right solutions



  • Lead the Demand Forecasting Cycle to ensure the development of the Sales Forecast in a timely manner for Geography, Channel, Customer and partner with Operations to align the supply plan to meet demand.
  • Manage Customer Funds & Sales Promotions by overseeing the budgets and evaluating Customer Funds & Sales Promotions to ensure that the right decisions are made to optimize profit.



  • Set Perfect Store targets for execution of Look of Success & distribution/activation and monitor compliance
  • Deploy Instore Activations and lead the selection process for all third party vendors/agencies managing the strategic relationships with the agencies to ensure they are delivering to Zespri standards and expectations.

Who are you?


This is an awesome opportunity for a driven individual who has 10+ years experience within FMCG Trade Marketing/ Sales Operations. With the ability to collaborate effectively with in-market and regional cross functional teams, you will also have:


  • Previous working experience within KA Sales roles and Category Management
  • A proven background in formulating strategy 
  • A demonstrated ability to manage budgets and problem solve in a cross-functional environment
  • analytical and solutions-oriented mindset
  • Excellent presentation skills and interpersonal skills
  • Proficient in MS office, IRI, and internal data systems
  • Strong leadership skills
  • A relevant tertiary degree 
  • An ability to communicate effectively in Korean and English to both internal and external stakeholders

Why Zespri?


Our people are what makes our culture so irresistible and uniquely Zespri. We are a passionate and mighty team of 850+ employees in 23 different locations globally. Working at Zespri is an opportunity to join a fast-paced, culture-driven environment unlike any other. We want people who share our values of being personally connected, results-driven, and committed to guardianship. Join us in shaping our future and be part of a truly unique organisation.


  • Competitive overall remuneration package, including a Short-Term Incentive scheme opportunity.
  • FlexWELL flexible work ethos; WFH & the office.
  • Additional paid annual leave day per year (Zespri Day).
  • Additional paid volunteer day to volunteer within your community (Volunteer Time).
  • Group Medical Insurance benefits


Apply Now! Applications close 8 March 2024.


At Zespri, we understand the importance of diverse perspectives and experiences, and a fair hiring process is the first step to getting there. We want to attract a diverse range of people and encourage everyone from all backgrounds and walks of life to apply. Please let us know if you need any assistance or reasonable adjustments to take part in the recruitment and selection process by reaching out to our Talent Acquisition team via email at