Channel Manager

About the role

We are seeking a Channel Manager to develop and implement the commercial strategy for Traditional OFF Trade (TOFT). The role will define where to play, how to win, and oversee execution, ensuring continuous improvement and strong market presence.

Key responsibilities

• Formalise and regularly review TOFT strategy with clear priorities and growth choices.
• Plan, implement and track TOFT activations, delivering Picture of Success standards.
• Embed continuous improvement methodology to capture learnings and enhance future cycles.
• Build and lead a performance‑driven, customer‑oriented team, providing development plans and succession planning.
• Collaborate with Field Sales, Brand Marketing, Finance, Supply Chain and distributors to align priorities.
• Define PICOS for TOFT, ensure guideline compliance and drive outlet standards.
• Develop and manage the SMAP cycle plan, ensuring timely implementation.
• Lead visibility and activation plans to improve in‑store presence and customer experience.
• Build the annual commercial calendar, manage BTL budget phasing, tracking and ROI.
• Oversee POSM process and ensure deployment against guidelines.
• Manage TOFT performance through regular reviews, dashboards and KPI‑driven actions.
• Develop integrated commercial plans and deliver key TOFT projects.
• Establish channel data and insight processes to support data‑driven decisions.
• Assess Route to Consumer implications and recommend improvements.
• Translate category, portfolio and brand strategies into the TOFT trade marketing plan.

Required profile

• Bachelor’s degree in Business Administration, Marketing, Public Relations or related field.
• Minimum 5 years of experience in trade marketing, channel marketing, category/customer marketing, brand marketing or field sales, preferably in FMCG or beverage industry.
• Experience with TOFT, BTL budget management, commercial planning, stakeholder management and team leadership.
• Strong understanding of Route to Market, channel and customer dynamics.

Required skills