Channel Marketing Manager (General Trade)

About the position

Role Overview The GT Retail Marketing Manager drives retailer marketing initiatives to accelerate sales-to-trade and support strategic channel growth. This role develops tailored strategies, sell-in toolkits, and national initiatives aligned with category priorities, ensuring strong execution and measurable results across priority channels. Qualifications Bachelors degree in Marketing, Business, or a related field 5–7 years of experience in general trade (GT) marketing or retail marketing within the FMCG industry. Minimum 3 years of leadership experience managing teams or cross-functional projects Knowledge of FMCG trade practices, shopper behavior, and emerging GT channels Proven track record in driving general trade channel growth, executing marketing initiatives, and achieving commercial targets Strong analytical skills with the ability to diagnose channel performance using data and market insights Strong project management skills, with the ability to plan, prioritize, and execute multiple initiatives simultaneously Key Responsibilities Channel Development : Diagnose performance issues, develop turnaround strategies, create tactical plans (volume/budget/CTS targets, POSM/materials briefings, IAP & sell-in decks), and coordinate stakeholders to ensure alignment. Emerging Channels & Category Growth : Lead growth initiatives for high-potential channels and categories; analyze market trends and shopper behavior; support category launches with GT-specific marketing programs. Program Planning & Execution : Assess scalability of initiatives, integrate projects into business-as-usual operations, and ensure business continuity during market disruptions. Monitor implementation, proactively address risks, and conduct post-mortems to improve future strategies. Collaborate closely with CU leadership and commercial teams to enhance availability, visibility, and conversion in priority areas.

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