Channel Manager

Role Overview

This position owns the full commercial performance of a defined product category, acting as the strategic bridge between the business and major retail buyers. Day to day, you will shape channel plans, set pricing and promotional calendars, manage key account negotiations, and lead a sales team to hit revenue and distribution targets. Your work directly determines how well the category performs across supermarket partners, making your commercial judgment central to the company’s growth.

Key Responsibilities

• Build and maintain the annual channel plan, covering product assortment, pricing structures, promotional timing, and distribution goals for each retail partner.
• Assess SKU-level performance using sell-through, margin, and distribution data to recommend new listings, deletions, and range prioritisation.
• Lead monthly business reviews with key retail buyers, presenting performance metrics, identifying gaps, and agreeing on joint growth actions.
• Negotiate trade terms including pricing, listing fees, promotional contributions, shelf space, rebates, and credit conditions, ensuring all agreements are documented and approved before execution.
• Directly manage and coach Sales Team Leaders, setting quarterly revenue and distribution targets and holding weekly performance check-ins.
• Produce monthly category and channel performance reports that compare actual results against targets by account and SKU, and flag risks to senior management.
• Monitor competitor pricing, promotions, product launches, and distribution shifts; translate these insights into channel-specific responses and quarterly intelligence reports.
• Coordinate with procurement, finance, and field execution teams to align supply plans, promotional activations, and in-store priorities with the agreed commercial strategy.

Requirements & Qualifications

• Bachelor’s degree in Business, Marketing, Commerce, Supply Chain, or a related discipline; MBA or postgraduate qualification is a plus.
• At least 7–10 years of experience in FMCG sales, category management, or key account management, with a proven record in food and beverage categories.
• Demonstrated success negotiating with major retail chains and managing complex buyer relationships.
• Hands-on expertise in pricing strategy, trade promotion management, assortment planning, and sales team leadership.
• Strong analytical skills with the ability to use data on margins, sell-through rates, and market trends to drive commercial decisions.
• Excellent communication and stakeholder management skills, comfortable presenting to internal leadership and external retail partners.
• Disciplined execution mindset that thrives in a fast-moving FMCG environment and can translate strategy into measurable in-store results.