Retail Activation Manager – General Trade (GT)

About the position

The Retail Activation Manager – General Trade (GT) is responsible for developing and executing in-store activation programs that drive product visibility, availability, and conversion across general trade channels. This role focuses on translating brand and category strategies into practical, field-ready initiatives , ensuring strong and consistent execution across sari-sari stores, wholesalers, and distributor networks. It works closely with Sales and cross-functional teams to deliver impactful retail programs that accelerate volume growth. Key Responsibilities: 1. Retail Activation & Execution Develop and implement in-store activation programs aligned with brand and category priorities Translate marketing plans into clear execution guidelines for the field (PICOS, display standards, promo mechanics) Lead development of POSM, merchandising tools, and activation kits Ensure timely rollout and high-quality execution across priority territories Conduct regular field immersion to validate execution and identify gaps 2. Sales Enablement & Toolkit Development Create sell-in decks, activation playbooks, and retailer engagement materials Equip sales teams and distributors with practical tools to drive execution and conversion Support national and regional initiatives through structured rollout plans Ensure alignment of toolkits with commercial objectives and field realities 3. Channel Execution Performance Monitor activation performance using sales data and execution KPIs Identify gaps in availability, visibility, and compliance and recommend corrective actions Partner with Sales teams to drive improvements in priority areas and outlets Conduct post-activity reviews and integrate learnings into succeeding activations 4. Program Planning & Implementation Support development of annual and quarterly activation calendars for general trade Manage activation budgets and ensure efficient use of resources Coordinate with internal stakeholders (Sales, Category, Brand, Supply Chain) for seamless execution Assess which initiatives can be scaled and embedded into regular operations 5. Emerging Channel Support & Growth Initiatives Assist in piloting activation approaches for emerging or underdeveloped GT segments Support new product launches through channel-specific activation and sampling programs Gather field insights and customer feedback to refine activation strategies 6. Stakeholder Coordination Work closely with Sales, distributors, and third-party agencies to ensure execution excellence Act as the bridge between strategy (Marketing) and execution (Sales/Field) Provide regular updates on activation status, challenges, and opportunities Qualifications: Bachelor's degree in Marketing, Business, or related field 5–8+ years experience in FMCG, preferably in trade marketing, retail activation, or field marketing Strong experience in general trade (sari-sari stores, wholesalers, distributor setup) Proven track record in executing in-store programs and nationwide rollouts Experience working closely with Sales teams and field operations Preferred Competencies: Strong understanding of retail execution standards (PICOS, merchandising, POSM) Hands-on, execution-driven with strong attention to detail Good project management and coordination skills Strong communication and stakeholder management Ability to translate strategy into simple, actionable field plans Agile and comfortable working in a fast-paced commercial environment

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