Senior Manager - GTM & Channel Marketing

About the Company

A beverage company engaged in the development, manufacturing, and distribution of non-alcoholic drinks. The organization offers a diverse product portfolio designed to meet evolving consumer preferences, with a focus on quality, innovation, and market expansion. Through a growing distribution network and customer-centric approach, it serves a broad range of consumers across multiple regions.

Roles and Responsibilities

• Key Responsibilities
• Go-to-Market Strategy
• Develop and execute GTM plans for new product launches, pack innovations, and seasonal campaigns.
• Design channel-specific strategies for GT and MT including pricing, pack architecture, and trade programs.
• Ensure successful market deployment of brand initiatives.
• General Trade Channel Marketing
• Design and implement distributor and retailer trade schemes.
• Drive visi-cooler/chiller placement and outlet exclusivity programs.
• Enhance in-store visibility through POSM and outlet branding.
• Improve numeric distribution, weighted distribution, and outlet availability.
• Modern Trade Channel Management
• Manage shelf strategy, planogram compliance, and share-of-shelf objectives.
• Execute in-store promotions, display activations, and visibility programs.
• Collaborate with key accounts on trade terms, listing fees, and promotional investments.
• Monitor chain-wise sales performance and stock availability.
• Sales Enablement
• Convert marketing campaigns into actionable sales toolkits and selling guides.
• Develop incentive programs for distributors and retailers.
• Support field sales teams with market intelligence and competitive insights.
• Trade Marketing & Activation
• Plan and execute POSM deployment and outlet activation programs.
• Coordinate with agencies for branding, merchandising, and activation execution.
• Ensure consistency in trade communication and visibility standards.
• Performance Analytics & ROI Management
• Monitor trade spend utilization and promotional ROI.
• Track KPIs including volume growth, distribution, share of shelf, share of cooler, and promo effectiveness.
• Generate actionable insights to improve channel performance.
• Cross-Functional Stakeholder Management
• Act as the bridge between Brand Marketing and Sales teams.
• Collaborate with distributors, retailers, agencies, and internal stakeholders.
• Manage channel marketing budgets and reporting.
• Business Growth & Commercial Excellence
• Drive revenue growth through optimized pricing, trade investments, and channel strategies.
• Improve market penetration and visibility across GT and MT channels.
• Support achievement of sales and profitability targets.

Skills and qualifications

• Go-to-Market (GTM) Strategy & Execution
• Channel Marketing (General Trade & Modern Trade)
• Trade Marketing & Promotions
• Distributor Management
• Key Account Management
• Sales Enablement
• Route-to-Market Planning

What's On Offer

Exciting Opportunity to be a part of Leading FMCG organisation