Channel Marketing Manager General Trade

Role Overview

This position is mainly responsible for driving retailer marketing initiatives to accelerate sales-to-trade and support strategic channel growth. This role develops tailored strategies, sell-in toolkits, and national initiatives aligned with category priorities, ensuring strong execution and measurable results across priority channels.

Qualifications

• Bachelors degree in Marketing, Business, or a related field
• 5–7 years of experience in general trade (GT) marketing or retail marketing within the FMCG industry.
• Minimum 3 years of leadership experience managing teams or cross-functional projects
• Knowledge of FMCG trade practices, shopper behavior, and emerging GT channels
• Proven track record in driving general trade channel growth, executing marketing initiatives, and achieving commercial targets
• Strong analytical skills with the ability to diagnose channel performance using data and market insights
• Strong project management skills, with the ability to plan, prioritize, and execute multiple initiatives simultaneously
  
  
  

• Channel Development: Diagnose performance issues, develop turnaround strategies, create tactical plans (volume/budget/CTS targets, POSM/materials briefings, IAP & sell-in decks), and coordinate stakeholders to ensure alignment.
• Emerging Channels & Category Growth: Lead growth initiatives for high-potential channels and categories; analyze market trends and shopper behavior; support category launches with GT-specific marketing programs.
• Program Planning & Execution: Assess scalability of initiatives, integrate projects into business-as-usual operations, and ensure business continuity during market disruptions.
• Monitor implementation, proactively address risks, and conduct post-mortems to improve future strategies.
• Collaborate closely with CU leadership and commercial teams to enhance availability, visibility, and conversion in priority areas.