Channel Marketing Manager – General Trade

About the position

The Channel Marketing Manager is responsible for driving channel-specific marketing strategies to accelerate sales growth, strengthen in-store execution, and enhance retailer engagement across the general trade channel. This role translates category and brand strategies into actionable, field-ready programs—ensuring strong availability, visibility, and conversion at the point of sale. It plays a critical role in identifying growth opportunities, developing execution frameworks, and enabling the sales organization with effective tools and programs. Key Responsibilities: 1. Channel Strategy & Performance Management Analyze channel and territory performance using sales data, market insights, and shopper behavior Identify growth levers and execution gaps across priority areas Develop targeted strategies and turnaround plans for underperforming territories Define clear KPIs (volume, distribution, share, execution metrics) and track performance regularly Lead post-activity reviews and translate learnings into actionable improvements 2. Retail & Execution Excellence (PICOS / RTM) Develop and deploy channel-specific execution standards (e.g., PICOS frameworks) Design and implement in-store activation programs to drive visibility and conversion Lead development of POS materials (POSM), merchandising guidelines, and retail toolkits Ensure alignment of execution with category priorities and brand objectives Work closely with sales teams to ensure consistent and high-quality field execution 3. Program Development & Commercial Planning Build and manage integrated activation plans aligned with commercial and category priorities Develop sell-in decks, initiative playbooks, and sales enablement materials Manage budgets, forecast volumes, and track ROI of programs and initiatives Lead cross-functional alignment (Sales, Category, Brand, Supply Chain) to ensure seamless execution Assess scalability of initiatives and transition successful pilots into sustained programs 4. Emerging Channel & Growth Initiatives Identify and evaluate high-growth opportunities within evolving general trade channels Develop strategies to unlock new channel segments and shopper missions Partner with category teams to accelerate growth of priority product segments Support new product launches through tailored channel-specific activation plans 5. Stakeholder Management & Collaboration Act as the key interface between Marketing, Sales, and Commercial teams Ensure alignment of priorities, timelines, and execution standards Provide regular updates and insights to leadership on channel performance and initiatives Drive accountability across stakeholders for execution excellence 6. Business Continuity & Risk Management Develop contingency plans to mitigate risks from market disruptions Monitor external trends (competition, trade dynamics, economic shifts) and adjust strategies proactively Qualifications: Bachelor's degree in Marketing, Business, or related field 6–10+ years experience in FMCG, preferably in F&B or consumer goods Strong background in channel marketing, trade marketing, or customer marketing (GT focus) Proven experience in field execution, distributor-led environments, and retail activation Strong analytical skills with ability to translate data into actionable strategies Experience working cross-functionally with Sales and Category teams High level of stakeholder management and influencing skills Preferred Competencies Deep understanding of General Trade dynamics (sari-sari stores, wholesalers, sub-distributors) Strong commercial acumen (volume, revenue, ROI, trade spend management) Execution-driven mindset with strong attention to detail Ability to balance strategic thinking with hands-on implementation Agile and adaptable in a fast-paced, high-volume environment

Place of work