Manager, Channel Development (Off Trade)
About the role
Lead the commercialisation and execution of the Off-Trade strategy across SHM and CVS, translating channel and Brand priorities into customer-specific plans and bringing Brand campaigns to life through compelling in-store shopper experiences. The role partners closely with Sales and Brand to drive Joint Business Planning, customer programmes and execution excellence, while leveraging shopper, customer and market insights to identify growth opportunities and continuously improve channel performance.
Key responsibilities
Translate the Off-Trade channel strategy into actionable SHM and CVS customer, promotional and activation plans that drive market share and sustainable sales growth.
Bring Brand campaigns to life in-store, translating Brand strategies and campaign ideas into compelling, channel- and customer-relevant shopper activations across SHM and CVS.
Lead the planning and execution of trade promotions, customer activations, product launches, seasonal campaigns and in-store initiatives to drive shopper engagement, conversion and execution excellence.
Own the Channel Marketing contribution to Joint Business Planning for Off-Trade customers, partnering Sales to translate channel strategy, shopper insights and Brand priorities into customer-specific growth plans and activation programmes.
Partner closely with Sales, Brand and other cross-functional teams to ensure effective commercialisation and execution of channel and customer plans.
Lead Nielsen and Off-Trade market/share analysis, translating shopper, customer, category, competitive and activation performance data into actionable insights and recommendations.
Manage shopper and activation agencies to ensure high-quality execution, effective budget utilisation and alignment with Brand and channel objectives.
Identify emerging shopper, customer and channel trends and recommend innovative solutions and growth opportunities to continuously strengthen Off-Trade performance.
About you
Bachelor's Degree in Marketing, Business Administration, Commerce or a related discipline.
5–8 years of relevant FMCG experience in Channel Marketing, Trade Marketing or Shopper Marketing, with strong exposure to Off-Trade / Modern Trade.
Strong understanding of retail customers, shopper behaviour, promotional planning and in-store execution across key Off-Trade channels.
Proven experience translating Brand campaigns into compelling customer- and shopper-relevant in-store activations.
Experience partnering Sales teams on customer planning and Joint Business Planning, with the ability to translate channel priorities into actionable customer programmes.
Strong analytical capability, with hands-on experience using Nielsen or similar market/retail data to identify opportunities and translate insights into commercial actions.
Experience managing shopper activations, external agencies and Channel Marketing budgets.
Strong stakeholder management and cross-functional collaboration skills, with the ability to work effectively across Sales and Brand Marketing.
Customer- and shopper-centric, with a growth mindset, agility and a proactive approach to identifying new opportunities and improving ways of working.