Channel Marketing Manager

We are looking for a highly driven and strategic Channel Marketing Manager – General Trade to lead channel development and execution initiatives within the FMCG industry. The role is responsible for driving category growth, strengthening trade partnerships, improving in-store execution, and developing channel-specific marketing programs that support overall business objectives.

The ideal candidate has strong experience in FMCG trade marketing, general trade operations, distributor management, and consumer activation strategies, with a deep understanding of retail and route-to-market dynamics.

Key Responsibilities

• Develop and implement channel marketing strategies for the General Trade segment aligned with company sales and brand objectives.
• Create trade programs, promotional campaigns, and activation initiatives to drive sales growth and market penetration.
• Identify channel opportunities and recommend strategies to improve distribution, visibility, and shopper engagement.

• Lead execution plans across wholesalers, distributors, sari-sari stores, independent retailers, and other traditional trade channels.
• Ensure excellent in-store execution, merchandising standards, and point-of-sale visibility across assigned territories.
• Monitor trade performance and recommend corrective actions to improve execution efficiency.

• Partner closely with sales teams and distributor partners to ensure alignment of channel initiatives and commercial objectives.
• Support distributor capability development and execution excellence programs.
• Conduct regular business reviews with key stakeholders to monitor performance and growth opportunities.

• Analyze shopper behavior, market trends, and competitor activities to develop effective trade and consumer programs.
• Plan and execute below-the-line (BTL) marketing activities, sampling programs, and local market activations.
• Measure campaign effectiveness and optimize programs based on performance insights.

• Manage channel marketing budgets and ensure efficient utilization of trade investments.
• Track KPIs such as sales growth, market share, distribution reach, and promotional effectiveness.
• Prepare regular business reports, sales analysis, and channel performance updates.

• Collaborate with brand marketing, supply chain, finance, and operations teams to support commercial initiatives.
• Coordinate product launches, promotional rollouts, and seasonal campaigns across General Trade channels.

• Bachelor’s degree in Marketing, Business Administration, Management, or related field.
• At least 5 years of experience in FMCG trade marketing, channel marketing, or sales management.
• Strong experience handling General Trade channels and distributor operations.
• Proven track record in executing successful trade marketing and channel development programs.
• Strong analytical, negotiation, and project management skills.
• Excellent communication and stakeholder management abilities.
• Proficient in Microsoft Office and sales analytics tools.