Channel Manager

The Channel Manager is responsible for translating brand strategies into channel strategies, creating channel programs and channel execution standards that drive brand growth – Availability, Visibility and Accessibility (AVA). This role works closely with brand, purchasing, and sales teams in the execution of trade standards and of all programs in the channel. The position plays a key role in ensuring that initiatives are consistent with brand and sales objectives, compliant with company standards, and deliver measurable results.

DUTIES AND RESPONSIBILITIES

Campaign Planning and Coordination

• Create and drive channel strategies and channel execution standards per brand aligned to brand business objectives
• Provide strategic inputs to Brand Marketing on brand activities such as but not limited to forecasting, new products launches, promo schemes, trade partner deals
• Translate brand activity deck into sales cascade decks that includes strong selling stories and commercial arguments to equip field sales
• Spearhead Cycle Plan Process – Planning/Filtering/Cascade in collaboration with distributor leadership teams

Execution and Implementation

• Responsible in delivering committed execution timelines for Brand, Channel and Sales Operations initiatives
• Lead collaboration with brand and procurement (for execution materials such as but not limited to POSMs, tokens, prizes) and with Sales (for strong, effective cascade and consistent monitoring until program in concluded)
• Lead coordination with distributor partner support teams and merchandising team in tracking/monitoring execution and adherence to program scorecards
• Coordinate with brand/sales/channel heads/merchandisers team to deliver 100% OTIF

Budget Management

• Manage channel budget and adherence to agreed allocations
• Process RFQ, PR when applicable

Monitoring and Reporting

• Conduct post-activation evaluations, including effectiveness analysis, trade feedback, and ROI assessment and present to Channel Heads/Brand Heads.

Compliance and Brand Alignment

• Ensure all channel activities comply with regulatory requirements, safety guidelines, and internal company policies.
• Uphold brand integrity in all executions, ensuring consistent messaging, design, and experience.