PureHigh Modern Trade Sales Director Program

Program Overview Leading Strategic Modern Trade Sales Channels Retailer Key Accounts in the Omnichannel & AI Era to deliver Company...

Program Overview

Leading Strategic Modern Trade Sales Channels Retailer Key Accounts in the Omnichannel & AI Era to deliver Company Growth Target

“Think Like a Retail Commercial Director & CEO. Act Like a Strategic Growth Partner.”

The PureHigh Modern Trade Sales Director Program integrates five strategic capability pillars:

  • Modern Trade Retail Strategy & Economics
  • Strategic Key Account & Portfolio Leadership
  • Category Leadership & Shopper Value Creation
  • Trade Investment, JBP & Negotiation at Executive Level
  • Omnichannel, Data & AI-Enabled Account Management

This program prepares participants to operate and manage credibly and confidently at the level of Modern Trade Sales Director (Supplier) for both Large Multinational and Local Companies in Vietnam and South East Asia.

Target Participants 

Designed for high-potential and senior leaders across FMCG, Consumer Goods, and Food and Beverage organizations

Sales & Commercial Leaders

  • Modern Trade Key Account Managers (KAM)
    • Senior KAMs & National Key Account Managers
    • Regional / National Sales Managers
    • Commercial & Business Unit Heads

Growth & Enablement Teams

  • Trade Marketing Managers
    • Revenue Growth Management (RGM)
    • Shopper Marketing & Category Development

Retail & Cross-Functional Leaders

  • Retail Commercial & Category Teams
    • Retail Operations & Strategy Teams

Those professionals preparing for Modern Trade Sales Director / Key Account Director and Commercial Director roles

Duration

17.5 Full Days (8 hours/day)
Live Online | Interactive | Case-Based | Executive Intensive Level

Investment Fee

TBC / participant

Key Training Objectives & Deliverables

  • By the end of this intensive program, participants will be able to:
  • Understand how modern trade retailers operate
  • Plan and Execute key account plans effectively at store level
  • Work confidently with buyers, store managers & merchandisers
  • Manage listings, pricings, promotions, displays & availability
  • Translate HO agreements into store reality
  • Improve execution KPIs: OSA, visibility, promotion compliance
  • Coordinate sales, merchandising, PG & operations teams
  • Grow into Modern Trade KAM / Operations Manager roles

About Course

Program Overview

Leading Strategic Modern Trade Sales Channels Retailer Key Accounts in the Omnichannel & AI Era to deliver Company Growth Target

“Think Like a Retail Commercial Director & CEO. Act Like a Strategic Growth Partner.”

The PureHigh Modern Trade Sales Director Program integrates five strategic capability pillars:

  • Modern Trade Retail Strategy & Economics
  • Strategic Key Account & Portfolio Leadership
  • Category Leadership & Shopper Value Creation
  • Trade Investment, JBP & Negotiation at Executive Level
  • Omnichannel, Data & AI-Enabled Account Management

This program prepares participants to operate and manage credibly and confidently at the level of Modern Trade Sales Director (Supplier) for both Large Multinational and Local Companies in Vietnam and South East Asia.

Target Participants 

Designed for high-potential and senior leaders across FMCG, Consumer Goods, and Food and Beverage organizations

Sales & Commercial Leaders

  • Modern Trade Key Account Managers (KAM)
    • Senior KAMs & National Key Account Managers
    • Regional / National Sales Managers
    • Commercial & Business Unit Heads

Growth & Enablement Teams

  • Trade Marketing Managers
    • Revenue Growth Management (RGM)
    • Shopper Marketing & Category Development

Retail & Cross-Functional Leaders

  • Retail Commercial & Category Teams
    • Retail Operations & Strategy Teams

Those professionals preparing for Modern Trade Sales Director / Key Account Director and Commercial Director roles

Duration

17.5 Full Days (8 hours/day)
Live Online | Interactive | Case-Based | Executive Intensive Level

Investment Fee

TBC / participant

Key Training Objectives & Deliverables

  • By the end of this intensive program, participants will be able to:
  • Understand how modern trade retailers operate
  • Plan and Execute key account plans effectively at store level
  • Work confidently with buyers, store managers & merchandisers
  • Manage listings, pricings, promotions, displays & availability
  • Translate HO agreements into store reality
  • Improve execution KPIs: OSA, visibility, promotion compliance
  • Coordinate sales, merchandising, PG & operations teams
  • Grow into Modern Trade KAM / Operations Manager roles
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Program

Dr. Nguyen Vu Thuan (DBA)

Founder – PureHigh Commercial Excellence Institute
Ex-Board Member – METRO Vietnam

Expert in:

- Modern Trade & Retail Commercial Strategy
- Negotiation & Joint Business Planning
- Category & Buying Excellence
- Store Operations & Omnichannel Leadership
- Digital & AI Transformation

Dr. Thuan is known for combining global best practices with Vietnam & ASEAN market realities, delivering executive-level clarity, rigor, and strategic depth.