Associate Manager - General Trade Marketing (FMCG | Channel Dev't)

Location: BGC Taguig Work Setup: Full Onsite Schedule: Monday to Friday, Dayshift

Role Overview

The GT Marketing Associate Manager is responsible for driving retailer and trade marketing initiatives that accelerate sales-to-trade and support sustainable growth across General Trade channels. The role develops and executes channel-specific programs, Route-to-Market (RTM) initiatives, and Below-the-Line (BTL) activations to improve distribution, visibility, and conversion. The position identifies growth opportunities, diagnoses channel performance issues, and ensures effective execution of nationwide programs from planning through post-implementation evaluation.

Qualifications

• Bachelor's Degree in Marketing, Business Administration, Management, or a related field.
• At least 4–5 years of experience in Trade Marketing, Channel Development, Distribution, or General Trade within the FMCG industry.
• Strong exposure to General Trade channels, including sari-sari stores, wholesalers, distributors, and other traditional trade accounts.
• Experience in developing and executing BTL programs and Route-to-Market (RTM) initiatives, from planning and implementation to monitoring and evaluation for nationwide scope of initiatives.
• Proven track record in driving channel growth, distribution expansion, and trade marketing programs that deliver commercial results.
• Strong analytical and problem-solving skills, with the ability to diagnose channel performance gaps and recommend improvement strategies.
• Strong project management capabilities, with the ability to manage multiple initiatives simultaneously in a fast-paced environment.

Key Responsibilities

Trade Marketing & Channel Development

• Analyze channel performance and identify growth opportunities across General Trade channels.
• Develop and implement trade marketing programs that drive distribution, visibility, and sales conversion.
• Diagnose performance issues and recommend corrective actions to improve channel effectiveness and commercial outcomes.

Route-to-Market (RTM) & Distribution Excellence

• Support the development and execution of RTM initiatives to improve market coverage, outlet reach, and distribution efficiency.
• Partner with sales, distributors, and commercial teams to strengthen execution across traditional trade channels.
• Monitor key distribution and channel health metrics, ensuring alignment with business objectives.

BTL Program Management

• Lead end-to-end execution of BTL activations and trade programs, including planning, rollout, monitoring, and post-activity evaluation.
• Ensure effective implementation of merchandising, visibility, and trade engagement initiatives across priority markets.
• Evaluate program effectiveness and recommend enhancements based on performance results and market feedback.

Strategic Projects & Nationwide Initiatives

• Support the development and execution of national and regional channel growth programs aligned with business priorities.
• Lead or contribute to major trade and channel initiatives, ensuring timely execution and delivery of intended business outcomes.
• Collaborate with cross-functional stakeholders to ensure alignment, scalability, and sustainability of implemented programs.