Channel Marketing Manager – General Trade

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