Senior Manager, E-commerce & Channel Development
Lead Channel Marketing strategy across Off Trade, On Trade and E-Commerce, translating consumer, shopper, customer and market insights into clear growth priorities and executable commercial plans; directly lead the E-Commerce Channel Marketing agenda while developing the Off-Trade and On-Trade teams to commercialise channel strategies through strong Sales partnership, Joint Business Planning and activation.
The role will also lead integrated commercial planning, bringing together Brand, Channel and Sales priorities to improve planning discipline, resource prioritisation and execution effectiveness.
Key Responsibilities
1. Channel Strategy, Insights & Growth
Own and develop differentiated strategies across Off Trade, On Trade and E-Commerce, defining where and how the business should win.
Build a deep understanding of consumer and shopper behaviour, customer needs, channel dynamics, category trends and competitive activity.
Translate data and insights into actionable channel strategies, growth opportunities and activation principles.
Set strategic priorities and channel guardrails to guide customer planning, Joint Business Planning and activation.
Identify and prioritise growth opportunities across channels, customers, assortment and shopper occasions.
Monitor channel performance and market developments, continuously refining strategies and identifying new growth opportunities.
2. Integrated Commercial Planning & Prioritisation
Lead the integrated commercial planning process, bringing together Brand, Channel and Sales plans into a coherent and executable commercial calendar.
Establish clear planning frameworks, milestones, governance and accountability.
Drive cross-functional prioritisation of Channel Marketing resources and investment towards the highest-value opportunities.
Identify planning gaps, dependencies and execution risks early and facilitate timely resolution.
Lead post-evaluation of key initiatives and embed learnings into future strategy and planning.
Continuously improve planning discipline and ways of working to enable greater agility and reduce reactive, last-minute activity.
3. E-Commerce Channel Leadership
Directly own the E-Commerce Channel Marketing strategy, growth agenda and activation priorities.
Partner E-Commerce Sales and Brand teams to develop and execute the annual E-Commerce channel plan.
Identify consumer/shopper, platform, assortment, promotional and visibility opportunities to accelerate growth.
Lead Channel Marketing's contribution to E-Commerce customer/platform planning and Joint Business Planning.
Evaluate channel performance and lead test-and-learn initiatives to identify new and scalable growth opportunities.
4. Team Leadership & Capability Development
Lead, coach and develop the Channel Marketing team, providing strategic direction to the Off-Trade Channel Manager and On-Trade Assistant Channel Manager.
Empower the respective Channel Managers to own Sales partnership, Joint Business Planning and activation within their channels.
Build team capability in channel development, consumer/shopper and customer understanding, commercial planning, data and insights, JBP and activation effectiveness.
Coach and challenge the team to translate channel strategies into strong customer growth plans and commercially grounded recommendations.
Foster a growth mindset, encouraging curiosity, experimentation, innovation and continuous learning.
Shift the team's focus from activity coordination towards insight-led channel development and proactive growth identification.
Build an agile and accountable team that can respond to changing consumer, customer and channel dynamics while maintaining focus on strategic priorities.
Key Working Relationships
Internal: Marketing Director, Brand Marketing, Sales Leadership and Customer Teams, E-Commerce Sales, Insights, Marketing Operations, Finance and Supply Chain.
External: Key customers and E-Commerce partners in partnership with Sales, research/data partners, shopper and activation agencies.
Success Measures
Quality and commercial impact of Off-Trade, On-Trade and E-Commerce strategies.
Identification and conversion of consumer, shopper, customer and channel growth opportunities.
Delivery against agreed E-Commerce growth and activation objectives.
Quality and timeliness of integrated commercial planning.
Effectiveness of Channel Marketing resource and investment prioritisation.
Development of a more strategic, agile and commercially capable Channel Marketing team.
Strong alignment and collaboration across Channel Marketing, Sales and Brand.
Ideal Candidate Profile
Experience
8–12 years of relevant FMCG experience across Channel Development, Trade Marketing, Shopper Marketing or Commercial Excellence.
Strong experience across Off Trade and/or On Trade, with exposure to E-Commerce and omnichannel planning.
Proven ability to develop channel strategies and translate consumer, shopper and customer insights into commercial growth opportunities.
Experience working cross-functionally with Sales, Brand and Insights teams and contributing to Joint Business Planning.
People leadership, coaching or team-development experience.
Key Capabilities & Mindset
Growth & Innovation Mindset: Curious, forward-thinking and willing to challenge conventional approaches, experiment and continuously seek new sources of growth.
Consumer & Customer Centricity: Keeps consumer/shopper and customer needs at the heart of strategies and commercial decisions.
Strategic & Commercial Acumen: Connects insights, channel dynamics and business priorities to determine where and how to win.
Agility & Adaptability: Responds quickly to evolving consumer behaviours, customer needs and channel dynamics while maintaining strategic focus.
Insight to Action: Translates data and insights into clear strategies, priorities and executable actions.
Leadership & Influence: Collaborates and influences effectively across functions while coaching and empowering the team to take ownership and grow.