Channel Marketing Manager - FMCG - Beverages (MNC)

Key Responsibilities

Strategic Channel Planning & Execution

• Formulate and implement 360-degree channel marketing strategies and annual trade calendars for key on-premise accounts (Hotels, Restaurants, Bars/Lounges, and Clubs).

• Translate overarching brand marketing guidelines into bespoke trade activation plans, driving volume, value share, and premium positioning.

• Monitor channel investment and promotional ROI, optimizing trade spend across outlet tiers.

Experiential Activation, Events & Campaigns

• Conceptualize and execute innovative brand experiences, signature events, consumer activations, and VIP hospitality programs across key venues.

• Oversee point-of-sale visibility (merchandising, bespoke display units, premium bar rituals, and glassware programs) to ensure flawless brand execution.

• Lead end-to-end event production in collaboration with external creative, PR, and production agencies.

Trade Partnership & Commercial Collaboration

• Partner closely with the Sales and Key Account teams to co-develop joint business plans (JBPs) for tier-one accounts and luxury hospitality groups.

• Cultivate influential relationships with key industry stakeholders, F&B directors, bar owners, and mixologists.

• Develop tailored staff engagement, advocacy, and education programs to empower frontline venue teams as brand advocates.

Insights & Market Intelligence

• Continuously track evolving nightlife, dining, and luxury hospitality trends to identify emerging consumer behaviors and commercial whitespace.

• Conduct regular post-campaign reviews, evaluating sell-in/sell-out data and customer feedback to refine future strategies.

Candidate Profile

Experience & Qualifications

• Track Record: 10+ years of progressive experience in Trade Marketing, Customer Marketing, Channel Development, or Brand Activation.

• Industry Background: Proven experience within FMCG, Consumer Goods, Beverage, or Luxury Retail. Direct exposure to the wines & spirits, luxury hospitality, or lifestyle sectors is advantageous.

• On-Trade / HORECA Expertise: Demonstrated success in designing campaigns, event activations, and visibility programs specifically tailored for the on-premise channel (Hotels, Restaurants, Bars, and Nightlife venues).

• Agency & Budget Management: Solid background in managing external creative/activation agencies and steering sizable A&P budgets with disciplined ROI tracking.

Core Competencies & Personal Attributes

• Strategic & Commercial Balance: Adept at bridging creative, high-touch brand storytelling with commercial acumen and account mechanics.

• Stakeholder Management: Exceptional interpersonal and negotiation skills, comfortable engaging executive hospitality partners, culinary leaders, and internal commercial teams.