Channel Growth Lead — Modern Off-Trade (MOFT)

Carlsberg Malaysia; Malaysia; On-site; MYR 120,000 - 160,000; Full time

Job summary

Carlsberg Malaysia is seeking an Assistant Manager, Channel Development for the Modern Off-Trade (MOFT) channel. You will help shape channel plans, drive execution, and collaborate across Brand, Sales and cross-functional teams to accelerate growth for Carlsberg brands in MOFT.

The role focuses on channel strategies, PICoS implementation, budget tracking, and performance reviews to drive OTIF delivery and business results. A strong FMCG background with channel activation experience is essential.

Qualifications

• Bachelor’s Degree in Marketing, Business Administration, Commerce, or related discipline.
• Minimum 4-6 years' experience in Channel Marketing, Sales, or Commercial roles within the FMCG industry.
• Experience managing channel activation, customer marketing, or trade programs, preferably within Modern Off-Trade.
• Good understanding of Modern Off-Trade customers, business dynamics, and route-to-market strategies.
• Strong project management skills with the ability to plan, execute, and monitor channel initiatives effectively.

Responsibilities

• Support the development of channel plans and translate channel strategies into actionable execution plans.
• Drive the implementation and tracking of Channel PICoS to improve outlet execution and brand visibility.
• Collaborate with Brand, Sales, and cross-functional stakeholders to align channel, customer, and brand priorities.
• Partner with Sales to execute channel initiatives and bring Carlsberg's portfolio of brands to life in the Modern Off-Trade channel.
• Monitor, analyze, and review channel performance, providing recommendations to improve channel effectiveness and business results.
• Identify channel opportunities, customer insights, and market trends to support growth initiatives.
• Lead the planning, execution, and monitoring of channel marketing and trade activation programs to ensure effective delivery OTIF.
• Monitor and track channel investment and spending to ensure effective budget utilisation and maximize return on investment.
• Support Channel Marketing budget management through regular tracking, analysis, and reporting.
• Ensure strong follow-up, timely execution, and effective stakeholder management with customers in partnership with the Sales team.
• Coordinate national marketing activities and channel initiatives, including implementation, tracking, post-evaluation, and sharing of key learnings.
• Prepare channel performance reports and business reviews to support data-driven decision-making.
• Continuously identify opportunities to improve processes, execution standards, and ways of working.
• Foster strong collaboration and partnership across functions to achieve shared business objectives.
• Build and maintain effective working relationships with internal and external stakeholders to ensure successful execution of channel initiatives.
• Share knowledge, best practices, and market insights to enhance team effectiveness and business performance.
• Take ownership of personal development and continuously build commercial, channel, and customer expertise.
• Proactively identify opportunities for improvement and contribute ideas to enhance business processes, execution standards, and overall team effectiveness.

Job description

Carlsberg Malaysia is seeking an Assistant Manager, Channel Development for the Modern Off-Trade (MOFT) channel. You will help shape channel plans, drive execution, and collaborate across Brand, Sales and cross-functional teams to accelerate growth for Carlsberg brands in MOFT.

The role focuses on channel strategies, PICoS implementation, budget tracking, and performance reviews to drive OTIF delivery and business results. A strong FMCG background with channel activation experience is essential.