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Open nowFirst seen 6 days ago

Channel Marketing Manager – General Trade

HRTX1,669 open roles

Where
Taguig, Metro Manila, Philippines
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Your applicationOpen nowChannel Marketing Manager – General TradeHRTX · Taguig, Metro Manila, Philippines

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The clock on this job

Early applications get read.

12.3% of postings close within 7 days. Measured by our own scanner across the market.

Share of postings closed within
  1. 2.1%1 day
  2. 4.5%3 days
  3. 12.3%7 days
  4. 19.7%14 days
  5. 35.6%30 days
  6. 58.0%60 days
This job: first seen 6 days ago

The posting

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
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