Retail Activation Manager General Trade GT

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
  
  
  

• 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
  
  
  

• 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
  
  
  

• 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
  
  
  

• 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
  
  
  

• 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
  
  
  

• Bachelors 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
  
  
  

• 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