General Trade In-Store Activation Lead

PM Consulting; Philippines; On-site; PHP 900,000 - 1,300,000; Full time

Job summary

PM Consulting in the Philippines seeks a Retail Activation Manager – General Trade to develop and execute in-store activation programs that boost product visibility, availability, and conversion across sari-sari stores, wholesalers, and distributor networks.

You will translate brand and category strategies into practical field-ready initiatives, lead tools like PICOS, POSM, and activation kits, and work with Sales to drive nationwide rollouts and strong execution.

Qualifications

• Bachelor's degree in Marketing, Business, or related field.
• 5–8+ years experience in FMCG, preferably in trade marketing, retail activation, or field marketing.
• Strong experience in general trade (sari-sari stores, wholesalers, distributor setup)
• Proven track record in executing in-store programs and nationwide rollouts
• Experience working closely with Sales teams and field operations
• Strong understanding of retail execution standards (PICOS, merchandising, POSM)
• Hands‑on, execution‑driven with strong attention to detail
• Good project management and coordination skills
• Strong communication and stakeholder management
• Ability to translate strategy into simple, actionable field plans
• Agile and comfortable working in a fast‑paced commercial environment

Responsibilities

• Develop and implement in-store activation programs aligned with brand and category priorities
• Translate marketing plans into clear execution guidelines for the field (PICOS, display standards, promo mechanics)
• Lead development of POSM, merchandising tools, and activation kits
• Ensure timely rollout and high-quality execution across priority territories
• Conduct regular field immersion to validate execution and identify gaps
• Create sell-in decks, activation playbooks, and retailer engagement materials
• Equip sales teams and distributors with practical tools to drive execution and conversion
• Support national and regional initiatives through structured rollout plans
• Ensure alignment of toolkits with commercial objectives and field realities
• Monitor activation performance using sales data and execution KPIs
• Identify gaps in availability, visibility, and compliance and recommend corrective actions
• Partner with Sales teams to drive improvements in priority areas and outlets
• Conduct post-activity reviews and integrate learnings into succeeding activations
• Support development of annual and quarterly activation calendars
• Manage activation budgets and ensure efficient use of resources
• Coordinate with internal stakeholders (Sales, Category, Brand, Supply Chain) for seamless execution
• Assess which initiatives can be scaled and embedded into regular operations
• Assist in piloting activation approaches for emerging or underdeveloped GT segments
• Support new product launches through channel-specific activation and sampling programs
• Gather field insights and customer feedback to refine activation strategies
• Work closely with Sales, distributors, and third-party agencies to ensure execution excellence
• Act as the bridge between strategy (Marketing) and execution (Sales/Field)
• Provide regular updates on activation status, challenges, and opportunities

Skills

Trade Marketing

Retail Activation

Field Marketing

POSM

PICOS

Distributor Management

Stakeholder Management

Education

Bachelor's degree in Marketing, Business, or related field

Job description

PM Consulting in the Philippines seeks a Retail Activation Manager – General Trade to develop and execute in-store activation programs that boost product visibility, availability, and conversion across sari-sari stores, wholesalers, and distributor networks.

You will translate brand and category strategies into practical field-ready initiatives, lead tools like PICOS, POSM, and activation kits, and work with Sales to drive nationwide rollouts and strong execution.