Channel & Category Development Manager
Channel & Category Development Manager
The Channel & Category Development Manager – General Trade is responsible for driving category growth, distribution expansion, and in-store excellence within the General Trade channel (wholesalers, distributors, independent retailers, traditional trade).
This role develops channel strategies, translates brand plans into actionable trade initiatives, and partners closely with sales teams and distributors to accelerate revenue, market share, and category leadership.
Ce que nous demandons
• Bachelor or Master degree in Business, Marketing or equivalent. MBA degree is preferred.
• Minimum 10 year Modern Trade Commercial experience in Shopper Marketing (Channel or Category Development), Marketing Management, and sales Management. Experience in leading FMCG company is preferred
• Strong knowledge and demonstrated experience of leading different kinds of shopper projects, include experience of leading shopper research, NPD from inception to launch, including concept development & research process. Knowing shopper insights and ability to translate into actions.
• Knowledge of Neilsen/ Kantar
• Strong experience in General Trade / Traditional Trade channel.
• Proven track record of working with distributors and field sales teams.
• Strong commercial and analytical mindset
• Deep understanding of General Trade dynamics
• Category management expertise
• Trade promotion management / Ability to manage budget effectively with proof evidence
• Negotiation and influencing skills / Cross-functional leadership
• Experience of leading shopper marketing agency/research/activation development process
• Analytical & Strategic thinking
• Good command of both English & Thai in speaking, reading, and writing
• Proficiency in Microsoft Word, PowerPoint and Excel. Strong Excel and reporting skills
• Resilient and able to work under pressure & business dynamic.
Ce que nous offrons
FrieslandCampina Thailand is the affiliate of Royal FrieslandCampina and has been here since 1967. We produce and sell variety of dairy products under brand name Foremost, Ship, Falcon, My Boy, and Debic. The extensive product range of quality products includes UHT milk, yoghurt drinks, condensed milk, and whipping cream. We believe our current and future success depends largely on the quality of our employees. For this reason, Foremost wants to offer an attractive, challenging and inspiring working environment where employees are encouraged to develop themselves both professional and personally.
Description du poste vacant
1. Channel Strategy Development (General Trade)
- Develop and implement General Trade channel strategy aligned with overall commercial objectives.
- Develop 5P’s strategy for shoptype segmentation (wholesale, wholesales Super, Babyshop, M&P, etc.).
- Identify growth levers: distribution expansion, assortment optimization, visibility, and pricing strategy.
- Develop annual channel business plans and execution roadmaps.
2. Category Development & Insights
- Analyze market trends, shopper behavior, and competitive landscape.
- Identify whitespace opportunities and assortment gaps within the channel.
- Lead category growth initiatives to improve share and penetration.
- Build compelling category selling stories for sales teams and distributors.
- Own RGM , Channel GP% and promo effectiveness & ROI
3. Distribution & Coverage Expansion
- Drive numeric and weighted distribution growth across key GT outlets.
- Optimize route-to-market models with distributors.
- Support new product launches and ensure strong GT rollout.
- Monitor availability, out-of-stock levels, and SKU performance.
4. Trade Marketing & In-Store Execution (Perfect store program)
- Develop channel-specific promotions and activation plans.
- Design POS materials and visibility programs suited for traditional trade.
- Ensure execution excellence through field audits and sales team alignment.
- Track ROI on trade promotions and recommend improvements.
5. Sales & Distributor Management Support
- Partner with Regional Sales Managers and distributor sales teams to deliver targets.
- Provide tools, selling materials, and training for field sales teams.
- Participate in Joint Business Planning with key customers.
- Align on forecasting and inventory planning.
6. Category Champion (Assigned Category)
- Define product assortment, SKU rationalization, and range planning.
- Ensure optimal product mix to maximize revenue and margin.
- Develop pricing architecture to ensure competitiveness and margin targets.
- Plan , develop and execute Price structure and promotion guideline include Price increase and Rate card
- Monitor pricing trends and competitor activities
- Own RGM , Category GP%
- Cross-Functional Collaboration Work closely with Marketing, Supply Chain, Finance, and Sales teams
- Support forecasting, demand planning, and inventory optimization.
Coordinate product launches /RL and work closely with Project team
