Sales Strategy & Planning, Senior Channel Manager

Summary

Senior Channel Manager responsible for developing and executing commercial growth strategy across channels and customers to drive sustainable revenue, market share, and profit growth. Serves as strategic partner to Sales, Marketing, Finance, Supply Chain, and Executive Leadership translating company objectives into actionable channel and customer growth plans. Leads go‑to‑market strategies by channel and customer, identifies opportunities to optimize distribution, pricing, shelving, merchandising, maximizing revenue, margin and customer retention.

Owns key elements of strategic revenue management, annual operating plans, customer growth strategies, profit optimization initiatives, forecasting assumptions, and commercial planning processes. Deep understanding of consumer behavior, retailer dynamics, category trends, competitive activity and financial drivers to develop data‑driven recommendations that accelerate growth while improving profitability and strengthening strategic customer partnerships. Critical link between long‑term business strategy, annual planning, portfolio management, pricing strategy, trade investment optimisation and commercial execution.

• Partner with Sales and Brand leadership to develop comprehensive channel and customer growth strategies that drive sustainable revenue, profit, market share, and customer retention.
• Own strategic roadmaps and long‑range commercial growth plans for assigned channels and customers.
• Develop and execute go‑to‑market strategies by channel and customer, aligning commercial priorities with company growth objectives.
• Identify whitespace opportunities across assortment, distribution, innovation, merchandising, and customer expansion initiatives.
• Develop customer‑specific recommendations that improve distribution, assortment productivity, shelf productivity, and merchandising effectiveness.
• Establish measurable objectives, success criteria, and performance indicators to evaluate execution against strategic plans.
• Serve as a strategic advisor to customer teams, influencing decisions that strengthen retailer partnerships and create competitive advantage.

• Lead Strategic Revenue Management (SRM) initiatives across pricing, trade investment, promotions, assortment optimisation, mix management, and price‑pack architecture.
• Evaluate market conditions, retailer dynamics and consumer behaviour to develop strategies that improve profitability through optimisation of price, volume, mix and cost levers.
• Identify and execute gross margin expansion opportunities through pricing actions, gross‑to‑net optimisation, promotional effectiveness and product mix improvements.
• Partner with Finance and Supply Chain to assess cost changes and recommend strategic actions to protect profitability.
• Lead evaluation and optimisation of customer investments including promotions, off‑shelf programmes, rebates, fixed fees and trade spending.
• Develop financial business cases and recommendations supporting key commercial decisions and customer negotiations.
• Guide strategies for managing aging, excess and obsolete inventory while maximising financial recovery.

Partner with Sales, Finance, Marketing and Supply Chain teams to support Integrated Business Planning, S&OP and forecasting processes.

• Develop and refine demand assumptions for innovation, promotional activity, distribution changes and customer growth initiatives.
• Build data‑driven forecasts using POS, syndicated, shipment, customer and market data.
• Identify risks and opportunities to forecast, budget and operating plans while developing actions to improve business performance.
• Drive alignment between commercial objectives, operational capabilities and financial commitments.

• Leverage category management principles, consumer insights, shopper behaviour, syndicated data, market intelligence and retailer trends to develop actionable growth recommendations.
• Analyse…