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Channel Lead Manager

2 weeks ago

Bangkok, Bangkok, Thailand AB Food & Beverages (Thailand) Ltd. Full time

Key Responsibilities:

  1. Category Management and Strategic Planning:

  2. Serve as the category champion, responsible for both strategic planning and direction, and execution excellence of the responsible categories in each channel.

  3. Utilize market trends, category dynamics, and shopper insights to develop and implement robust category strategies aligned with the company's business objectives.

  4. End-to-End Process Leadership:

  5. Lead and align the development of an end-to-end process from strategic category growth development to the creation and deployment of a trade category plan with the channel team.

  6. Growth Initiatives:

  7. Drive ABF brand growth leveraging category and shopper insights.

  8. Prioritize channels and identify growth opportunities.
  9. Expand distribution and explore new availability opportunities.

  10. Optimize trade pricing and discounts.

  11. Trade Category Plan Development:

  12. Develop a Trade Category Plan translating the overall corporate brand strategy into specific trade and category strategies, including a Go-To-Market (GTM) plan.

  13. Focus on the 4Ps (Price, Promotion, Place, Pack) in the GTM plan, ensuring prioritization and execution across channels, including responsibility for GTM launch plans.

  14. CBU Support:

  15. Act as the CBU Champion within the Trade Marketing team, collaborate with CBU members on the monthly Demand Plan, and represent Trade Marketing in alignment meetings.

  16. Ensure the delivery of CBU targets and foster collaboration among various functions: PSM, Sales, Finance, and Marketing.

  17. Revenue Management:

  18. Manage the trade spending budget to ensure growth and ROI.

  19. Continuously optimize promotional spending and establish pricing guidelines.

  20. Channel Strategy:

  21. Focus on assortments, distribution, placement, and promotion in channel strategy.

  22. Identify opportunities for assortment expansion and distribution.
  23. Plan and execute effective promotions and ensure compliance.

  24. Develop a Point of Sales strategy, including planograms, placement, visibility, and perfect store guidelines.

  25. Customer Engagement and Business Reviews:

  26. Lead business reviews with customers, maintaining strong relationships and ensuring alignment with business objectives.

  27. Collaborate with the sales team on NPD launch plans, ensuring effective market introduction and alignment with sales strategies.

  28. New Product Development (NPD) Launch Planning:

  29. Collaboration with Sales and Marketing Teams:

  30. Work closely with the Sales and Marketing teams to align strategies and execution plans, ensuring cohesive efforts across departments.

Key Performance Indicators (KPIs):

  • Category volume, sales, and profit.
  • Responsible categories' Trade Development (TD) and Trade Investment (TI) spending targets.
  • Achievement of CBU targets.

Qualifications and Skills:

  • Master's degree in marketing, Business Administration, or a related field.
  • Proven experience in trade marketing, category management, or a related field, particularly in general trade channels.
  • Strong analytical skills with the ability to interpret market data and shopper insights.
  • Excellent leadership and project management abilities.
  • Effective communication and collaboration skills.
  • Strategic thinking with a focus on execution details.