Job Description
Channel Development Manager
About SAND-M Global
SAND-M Global is a fast-growing, creative-led FMCG company building the next generation of functional food and wellness brands.
Our portfolio spans functional gummies, jellies, shots, and supplements designed for modern lifestyles
covering key life moments such as:
Energy & performance (Ener+G)
Sleep & recovery (G'nite)
Digestive health & functional snacking (Jellyme)
We are a category builder in the CVS channel, with 80+ SKUs nationwide in 7-Eleven Thailand, and expanding aggressively into Modern Trade, Traditional Trade, Online, and Export markets.
At SAND-M Global, once productmarket fit is achieved, distribution excellence becomes the growth engine.
We believe strong brands win when they are available, visible, and perfectly executed in the right channels.
Role Overview
The Channel Development Manager is responsible for expanding and optimizing distribution across priority channels once products have validated market fit.
This role turns commercial strategy into distribution reality ensuring the right products are placed in the right stores, at the right time, with the right execution.
You will work cross-functionally with Sales, Marketing, Demand & Supply Planning, and Retail Partners to scale channel penetration, improve in-store performance, and unlock new route-to-market opportunities.
Key Responsibilities
1. Channel Expansion Strategy
- Develop short- and mid-term channel expansion roadmap (CVS, MT, TT, Online, Export)
- Identify white space opportunities by geography, format, and store tier
- Define channel-specific assortment strategy (SKU rationalization & laddering)
- Evaluate new route-to-market models (distributors, sub-distributors, hybrid models)
2. Distribution & Coverage Optimization
- Increase numeric and weighted distribution across priority channels
- Monitor OSA (On-Shelf Availability) and drive corrective actions
- Improve SKU penetration in high-revenue stores
Design store clustering strategy (A/B/C store segmentation)
3. Channel Performance Management
- Track sell-in vs sell-out performance by channel
- Analyze productivity per SKU per store tier
- Identify cannibalization vs incremental growth
- Recommend distribution adjustments based on data
4. Execution Excellence
- Collaborate with Field Merchandising & Activation team to ensure in-store compliance
- Drive planogram optimization and visibility improvement
- Align trade activation calendar with channel objectives
- Monitor execution KPIs and field performance
5. Cross-Functional Leadership
Work closely with:
- Sales for commercial negotiation strategy
- Marketing for channel-specific activation
- Supply Chain for forecast alignment and stock planning
- Finance for margin and ROI optimization
- Lead monthly channel performance review
What Success Looks Like (KPIs)
- Increased numeric distribution %
- Improved weighted distribution in key clusters
- Higher sales per store in priority tiers
- Reduced OOS rate
- Stronger ROI from trade programs
- Successful channel expansion (new chains / regions)
Qualifications
- 5 - 8 years experience in FMCG channel development / trade marketing / key account management
- Strong understanding of CVS & Modern Trade structure in Thailand
- Analytical mindset with strong Excel & data interpretation skills
- Experience working with distributors
- Strong negotiation and commercial acumen
- Ability to translate strategy into executable field plans
Who You Are
- You understand that when products fit the market, scale comes from distribution discipline.
- You think in systems not just in sales.
- You balance aggressiveness in expansion with control in execution.
- You are structured, data-driven, and commercially sharp.
- You can move between boardroom strategy and store-level reality.
Why Join SAND-M Global
- Be part of a company building new functional categories in Thailand
- Work directly with senior leadership in a high-growth environment
- Shape the next phase of national and regional expansion
- Own channel growth impact not just manage accounts
