Senior Manager/ Manager, Channel Strategy

As Senior Manager/ Manager, Channel Strategy, you will support the development and execution of key channel growth strategies across Modern Trade, Proximity/Traditional Trade, and EAT/Out-of-Home channels.

You will work closely with Sales, Marketing, Finance, Supply Chain, and customer teams to turn business and shopper insights into practical commercial plans that drive sustainable growth and profitability.

Key responsibilities include:

• Support the development and execution of strategic channel initiatives across MT, PV, and EAT channels.
• Analyse channel, customer, outlet, shopper, and sales performance to identify growth opportunities.
• Translate business strategy and insights into clear commercial recommendations and execution plans.
• Develop customer and shopper propositions such as meal deals, bundles, promotions, assortment, and visibility solutions.
• Lead or support pilot programmes from planning and execution through performance evaluation and recommendations for scale-up.
• Develop business cases covering sales, volume, profit, investment, ROI, and size of opportunity.
• Support annual planning, customer plans, and strategic workstream roadmaps.
• Track business performance and identify gaps, opportunities, and corrective actions.
• Partner closely with cross-functional teams to ensure effective implementation in the market.
• Develop playbooks, frameworks, and best practices to scale successful initiatives across channels.

What We're Looking For

• Strong experience in channel strategy, commercial strategy, sales strategy, category management, trade marketing, shopper marketing, or commercial excellence, preferably within FMCG.
• Good understanding of modern trade, traditional/proximity trade, and/or out-of-home/foodservice channels.
• Strong analytical skills with the ability to turn data and shopper/customer insights into commercial actions.
• Experience developing business cases and evaluating investment and ROI.
• Strong commercial and financial acumen.
• Strong project management and cross-functional stakeholder management skills.
• Comfortable engaging with customers and presenting recommendations to senior stakeholders.
• Able to translate strategy into practical and executable plans.
• Strong communication and presentation skills in both Thai and English.