Senior Executive / Assistant Manager, Channel Marketing

PA Recruitment (KL) Sdn Bhd; Shah Alam; On-site; MYR 60,000 - 90,000; Full time

Job summary

PA Recruitment (KL) Sdn Bhd is seeking a Channel Marketing Senior Executive / Assistant Manager to support the development and execution of channel marketing strategies and trade initiatives across MT, GT, Convenience, and Wholesale channels, driving sales growth, product visibility and in-store execution.

You will work closely with Sales, Brand Marketing, Key Account and Category teams to translate brand and commercial strategies into practical channel plans, promotions, activation programmes

Qualifications

• Bachelor's Degree in Marketing, Business Administration, Management, Commerce or a related discipline.

Responsibilities

• Support the development and implementation of channel marketing strategies and annual channel plans aligned with overall business and brand objectives.

Skills

Channel marketing

Trade promotions

Shopper marketing

Retail execution

Analytics

Planning

Project management

Microsoft Excel

PowerPoint

Stakeholder management

Cross-functional collaboration

Education

Bachelor's degree

Tools

Microsoft Excel

PowerPoint

Job description

The Channel Marketing Senior Executive / Assistant Manager is responsible for supporting the development and execution of channel marketing strategies and trade initiatives to drive sales growth, product visibility, distribution, shopper engagement and in-store execution across assigned channels. The role works closely with Sales, Brand Marketing, Key Account and Category teams to translate brand and commercial strategies into effective channel plans, promotions and activation programmes.

Key Responsibilities

• Support the development and implementation of channel marketing strategies and annual channel plans aligned with overall business and brand objectives.
• Develop channel-specific initiatives based on customer, shopper and market insights.
• Identify growth opportunities across assigned channels, including Modern Trade (MT), General Trade (GT), Convenience, Wholesale and other relevant channels.
• Translate brand strategies into practical and effective channel and customer activation plans.
• Work closely with Sales and Marketing teams to ensure channel plans support sales, distribution and market share objectives.
• Monitor competitor activities, pricing, promotions and market developments within assigned channels.

2. Trade Promotion & Activation

• Plan, coordinate and execute trade promotions, consumer promotions, in-store activations and channel-specific campaigns.
• Develop promotional mechanics and activation programmes in collaboration with Sales and Brand Marketing teams.
• Coordinate the development and deployment of Point-of-Sale Materials (POSM), displays and other trade marketing materials.
• Ensure promotional and activation activities are executed according to agreed timelines and standards.
• Conduct regular market visits to assess execution quality, product visibility, competitor activities and opportunities for improvement.
• Support new product launches by developing appropriate channel activation and go‑to‑market plans.

3. Channel Performance & Analysis

• Monitor and analyse sales performance, distribution, promotion effectiveness and channel performance.
• Prepare regular reports and provide recommendations based on sales and market data.
• Conduct post‑promotion evaluations to assess effectiveness and return on investment.
• Track key channel KPIs and identify performance gaps and opportunities.
• Analyse market, customer and shopper trends to support channel planning and decision‑making.
• Work closely with the Sales team to understand customer and channel requirements and develop appropriate trade marketing solutions.
• Collaborate with Brand Marketing to ensure channel activities are aligned with brand positioning and communication.
• Coordinate with Key Account and field sales teams on promotional calendars, activation plans and execution requirements.
• Work with Supply Chain and Demand Planning teams to support product availability for promotions and campaigns.
• Participate in regular business reviews and provide channel performance updates and recommendations.

5. Budget & Promotion Management

• Assist in managing the assigned channel marketing and promotional budget.
• Monitor spending against approved budgets and ensure proper documentation of expenditure.
• Coordinate with relevant stakeholders on promotional claims, invoices and supporting documents.
• Evaluate promotional investments and recommend improvements to maximise effectiveness and ROI.
• Ensure all activities comply with Company policies, approval processes and budget requirements.
• Conduct regular market and store visits to understand shopper behaviour, retail execution and competitive activities.
• Monitor competitor promotions, pricing, displays, product launches and channel strategies.
• Gather feedback from Sales teams, customers and the market to identify emerging opportunities.
• Translate market and shopper insights into actionable recommendations for channel development.

Requirements

Education

• Bachelor's Degree in Marketing, Business Administration, Management, Commerce or a related discipline.

Experience

• Minimum 3 years of relevant working experience in Channel Marketing, Trade Marketing, Category Management, Sales or Commercial functions.
• Experience within the FMCG industry is strongly preferred.
• Candidates with strong relevant experience may be considered for the Assistant Manager level.
• Experience working with Modern Trade and/or General Trade channels will be an advantage.
• Experience in managing trade promotions, in-store activations and new product launches is preferred.

Knowledge & Skills

• Good understanding of FMCG sales and distribution channels.
• Knowledge of channel marketing, trade promotions, shopper marketing and retail execution.
• Strong analytical skills with the ability to interpret sales and market data.
• Good commercial and business acumen.
• Strong planning, coordination and project management skills.
• Proficient in Microsoft Excel and PowerPoint.
• Good communication, presentation and stakeholder‑management skills.
• Able to work effectively with Sales, Marketing and cross‑functional teams.
• Comfortable conducting regular market and customer visits.