Channel Marketing Manager (General Trade)

PM Consulting; Metro Manila; On-site; PHP 900,000 - 1,200,000; Full time

Job summary

PM Consulting in the Philippines seeks a Channel Marketing Manager (General Trade) to drive channel development, trade programs, and activation initiatives across traditional trade channels. You will collaborate with distributors, sales teams, and marketing to optimize in-store execution and market penetration.

The role requires strong FMCG trade marketing experience, distributor operations expertise, and a strategic mindset to grow category share and retailer engagement.

Qualifications

• Bachelor’s degree required in marketing or related field.
• Minimum 5 years experience in FMCG trade marketing or channel marketing.
• Strong experience with General Trade channels and distributor operations.
• Proven track record in executing trade marketing and channel development programs.
• Strong analytical, negotiation, and project management skills.
• Excellent communication and stakeholder management abilities.
• Proficient in Microsoft Office and sales analytics tools.

Responsibilities

• Develop and implement channel marketing strategies for General Trade to align with sales and brand objectives.
• Create trade programs, promotional campaigns, and activation initiatives to drive sales growth and market penetration.
• Identify channel opportunities and optimize distribution, visibility, and shopper engagement.
• Lead execution plans across wholesalers, distributors, sari-sari stores, independent retailers, and traditional trade channels.
• Monitor trade performance and recommend corrective actions to improve efficiency.
• Coordinate product launches, promotional rollouts, and seasonal campaigns across General Trade channels.

Skills

Analytical skills

Negotiation skills

Project management

Communication skills

Stakeholder management

Education

Bachelor’s degree in Marketing, Business Administration, Management, or related field

Tools

Microsoft Office

Sales analytics tools

Job description

Channel Marketing Manager (General Trade)

About the job Channel Marketing Manager (General Trade)

We are looking for a highly driven and strategic Channel Marketing Manager – General Trade to lead channel development and execution initiatives within the FMCG industry. The role is responsible for driving category growth, strengthening trade partnerships, improving in-store execution, and developing channel-specific marketing programs that support overall business objectives.

The ideal candidate has strong experience in FMCG trade marketing, general trade operations, distributor management, and consumer activation strategies, with a deep understanding of retail and route-to-market dynamics.

Key Responsibilities

• Develop and implement channel marketing strategies for the General Trade segment aligned with company sales and brand objectives.
• Create trade programs, promotional campaigns, and activation initiatives to drive sales growth and market penetration.
• Identify channel opportunities and recommend strategies to improve distribution, visibility, and shopper engagement.

General Trade Management

• Lead execution plans across wholesalers, distributors, sari-sari stores, independent retailers, and other traditional trade channels.
• Ensure excellent in-store execution, merchandising standards, and point-of-sale visibility across assigned territories.
• Monitor trade performance and recommend corrective actions to improve execution efficiency.
• Partner closely with sales teams and distributor partners to ensure alignment of channel initiatives and commercial objectives.
• Support distributor capability development and execution excellence programs.
• Conduct regular business reviews with key stakeholders to monitor performance and growth opportunities.

Consumer & Shopper Marketing

• Analyze shopper behavior, market trends, and competitor activities to develop effective trade and consumer programs.
• Plan and execute below-the-line (BTL) marketing activities, sampling programs, and local market activations.
• Measure campaign effectiveness and optimize programs based on performance insights.

Financial & Performance Management

• Manage channel marketing budgets and ensure efficient utilization of trade investments.
• Track KPIs such as sales growth, market share, distribution reach, and promotional effectiveness.
• Prepare regular business reports, sales analysis, and channel performance updates.

Cross-Functional Collaboration

• Collaborate with brand marketing, supply chain, finance, and operations teams to support commercial initiatives.
• Coordinate product launches, promotional rollouts, and seasonal campaigns across General Trade channels.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Management, or related field.
• At least 5 years of experience in FMCG trade marketing, channel marketing, or sales management.
• Strong experience handling General Trade channels and distributor operations.
• Proven track record in executing successful trade marketing and channel development programs.
• Strong analytical, negotiation, and project management skills.
• Excellent communication and stakeholder management abilities.
• Proficient in Microsoft Office and sales analytics tools.