Channel Manager – Trade Marketing (Traditional OFF Trade)

About the role

The Channel Manager will lead the commercial strategy and execution for Traditional OFF Trade (TOFT). You will define where to play, how to win, and ensure continuous improvement across the channel, driving growth and optimal in‑store presence.

Key responsibilities

• Develop and formalise the TOFT channel strategy, setting clear priorities and growth actions.
• Plan, implement and track TOFT activations, ensuring standards for visibility and promotional execution.
• Embed a continuous improvement cycle to capture learnings and enhance commercial plans.
• Build and lead a performance‑driven team, providing development plans and succession planning.
• Collaborate with Field Sales, Brand Marketing, Finance, Supply Chain and distributors to align priorities.
• Define PICOS, ensure compliance, and drive outlet standards.
• Manage the SMAP cycle, commercial calendar, BTL budget, and ROI tracking.
• Oversee POSM deployment, channel performance dashboards, and KPI‑based growth actions.
• Develop integrated commercial plans and lead key TOFT projects.
• Establish channel data and insight processes to support data‑driven decisions.

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 or brand marketing, preferably in FMCG or beverage.
• Proven experience with TOFT, BTL budget management, commercial planning and stakeholder management.
• Strong understanding of Route to Market, channel and customer segmentation.

Required skills