Channel Marketing Manager (General Trade)

Channel Marketing Manager (General Trade)

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

Channel Strategy & Trade Marketing

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.

General Trade Management

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.

Distributor & Sales Collaboration

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.

Consumer & Shopper Marketing

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.

Financial & Performance Management

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.

Cross-Functional Collaboration

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.

Qualifications

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.