Position Summary

• Reporting to the Commercial Manager, the Channel Manager will have full commercial accountability for the assigned product category, including channel strategy, portfolio management, pricing, promotional planning, and key customer relationships.
• The role serves as Generic Brands Limited’s principal commercial representative to buyers and category decision-makers across major retail partners. The successful candidate will be responsible for translating channel intelligence into actionable commercial strategies while supporting procurement planning and overall business performance.

Key Duties & Responsibilities

Channel Strategy & Portfolio Management

• Develop and own the annual channel plan covering assortment, pricing strategy, promotional calendar, and distribution targets by account and channel.
• Review SKU performance and recommend additions, delistings, and prioritisation changes based on sell-through, margin, and distribution data.
• Analyse market trends, competitor activity, and consumer behaviour to identify category growth opportunities.
• Provide structured demand forecasts and margin guidance to support procurement and supply chain planning.

Key Account Management

• Manage commercial relationships with key retail accounts including major supermarket chains and retail partners.
• Conduct structured monthly business reviews with buyers covering performance, promotions, distribution gaps, risks, and forward plans.
• Negotiate and close commercial agreements including pricing, listings, promotional contributions, shelf space, rebates, and credit terms.
• Identify and execute growth opportunities including new SKUs, range extensions, secondary placements, and promotional activations.

Sales Team Leadership & Coordination

• Directly manage Sales Team Leaders within the channel and set quarterly revenue, distribution, and execution targets.
• Cascade weekly and monthly performance milestones aligned to channel objectives.
• Conduct weekly performance reviews and structured monthly one-on-one sessions.
• Coordinate with the Hypermarkets & Procurement Manager to align execution, activations, and in-store priorities.

Financial Accountability & Performance Management

• Prepare monthly category performance reports covering actual versus target performance by account and SKU.
• Ensure all pricing, rebate, and promotional agreements are documented and approved before implementation.
• Notify Finance of commercial changes before execution to ensure accurate financial tracking.
• Maintain accountability for category revenue, margin, and growth performance.

Market & Competitive Intelligence

• Monitor competitor activity including pricing, promotions, product launches, distribution changes, and market share movements.
• Prepare quarterly channel intelligence reports covering market trends, category growth insights, competitor threats, and strategic opportunities.
• Translate market intelligence into actionable channel strategies and account-level responses.

Reporting & Governance

• Submit monthly Channel Performance Reports covering revenue, gross margin performance, distribution, listings, promotional effectiveness, key account developments, and risks.
• Ensure proper documentation of all commercial agreements, pricing changes, promotional terms, and credit arrangements.
• Participate in structured performance review meetings with senior management as required.

Qualifications & Experience

• Bachelor’s Degree in Business Administration, Marketing, Commerce, Supply Chain, or a related field.
• Master’s Degree in Business Administration or related discipline is an added advantage.
• Professional certification in Sales, Marketing, Category Management, or FMCG is desirable.
• Training in Key Account Management, Trade Marketing, or Commercial Strategy is an added advantage.
• Minimum 7–10 years’ experience in FMCG sales, category management, or key account management.
• Proven experience managing Food & Beverage or fast-moving consumer goods categories.
• Strong track record in negotiating with major retail chains and managing buyer relationships.
• Experience in pricing strategy, trade promotions, assortment planning, sales team leadership, and field execution management.

Key Skills & Competencies

• Strong channel management and commercial strategy development skills.
• Excellent key account management and retail negotiation skills.
• Strong analytical and data-driven decision-making ability.
• Good understanding of pricing, margin, and trade promotion management.
• Strong market and competitive intelligence analysis skills.
• Sales leadership and team coordination ability.
• Excellent commercial acumen and business judgment.
• Strong communication and stakeholder management skills.
• Ability to translate data into actionable commercial insights.
• Strong execution discipline in a fast-paced FMCG environment.