RTD Main Market Channel Manager
Role Overview
To lead and grow the business in the Main Market channel by developing channel strategies, driving executional excellence, and unlocking volume growth for RTDs and other priority categories.
Key Responsibilities:
1. Channel Strategy Development
• Define and lead the Main Market commercial strategy aligned to brand, trade, and RTM priorities.
• Identify channel opportunities by region, outlet type, brand and pack format.
• Develop annual and quarterly action plans to drive volume, numeric distribution, cold availability, and visibility.
2. Commercial Execution
• Drive numeric distribution, cold availability, pricing, and visibility standards in key Main Market outlets.
• Lead or support sales programs, promotions, and blitzes with the field force and RTM partners.
• Ensure execution of the Perfect Store framework in high-opportunity Taverns, Counter-Serves and Bulk Breakers.
3. Sales Team & Distributor Engagement
• Work closely with sales teams and CP&A to activate commercial levers: Promotions, Bundles and Cold space initiatives.
• Conduct joint market visits to monitor execution and gather market intelligence.
4. RTD Category Development
• Drive penetration and rotation of RTD brands in the Main Market.
• Align with brand teams to roll out RTD-focused activations, sampling, and visibility campaigns.
• Track consumer uptake and channel performance by brand/SKU.
5. Insights & Performance Tracking
• Monitor and report on key KPIs: Numeric distribution, Volume growth, Price Compliance, Cold Space, Outlet reach and Execution scorecards.
• Use data and trade insights to refine strategies and inform investment decisions.
Qualifications and Experience Required
Qualifications
• Appropriate tertiary marketing and sales qualification - degree / diploma
• Suitable Post Graduate Qualification is desirable
Experience
• Solid background in sales, commercial, or trade marketing roles within fast-moving consumer goods or alcoholic beverages.
• At least 3-5 years focused on the Main Market.
• Hands-on experience working with distributors, sales reps, and RTM partners.
• Proven ability to mobilize field teams and drive execution through a hybrid RTM model (e.g., DSD, van sales, or 3rd-party agents).
• Demonstrated experience developing channel strategies, trade programs, or go-to-market plans targeted at township or informal outlets.
• Ability to localize national plans for regional or route-specific needs.
• Strong track record of in-market execution: driving numeric distribution, growing cooler placements, executing promotions, and activating new outlets.
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• Comfort working on the ground, visiting outlets, and engaging with informal traders
• Experience in tracking and interpreting channel performance data (e.g. outlet call cycles, sales dashboards, POS deployment).
• Ability to turn insights into actionable plans to accelerate volume and reach.
Competencies required for success in role
• Exposure to RTD category growth projects or innovations.
• Led or supported Main Market activations, such as roadshows, community events, or sampling campaigns.
• Experience with returnable pack strategy or cold chain execution in the informal trade.
Diversity statement
Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and listened to, is a crucial part of this. We believe the most inclusive and diverse culture makes for a better business and a better world. We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the countries in which we operate and to reflect our broad consumer base.
Join us, and you'll be part of an organization that embraces diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of - and help build - an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more. And you'll help us champion inclusion and diversity across our entire business: with our employees, our suppliers, across our brands, and within the communities in which we operate.
Perks and Benefits
Health and Wellness
- Health Insurance
- Health Reimbursement Account
- Dental Insurance
- Vision Insurance
- Life Insurance
- Short-Term Disability
- Long-Term Disability
- FSA
- FSA With Employer Contribution
- HSA
- HSA With Employer Contribution
- Fitness Subsidies
- Pet Insurance
- Mental Health Benefits
Parental Benefits
- Birth Parent or Maternity Leave
- Non-Birth Parent or Paternity Leave
- Fertility Benefits
- Adoption Assistance Program
- Family Support Resources
- Adoption Leave
Work Flexibility
- Hybrid Work Opportunities
Office Life and Perks
- Commuter Benefits Program
- Casual Dress
- Happy Hours
- On-Site Cafeteria
- Holiday Events
Vacation and Time Off
- Paid Vacation
- Paid Holidays
- Personal/Sick Days
- Leave of Absence
- Volunteer Time Off
Financial and Retirement
- 401(K)
- Pension
- Stock Purchase Program
- Performance Bonus
- Relocation Assistance
Professional Development
- Tuition Reimbursement
- Promote From Within
- Mentor Program
- Access to Online Courses
- Lunch and Learns
- Internship Program
- Leadership Training Program
- Associate or Rotational Training Program
Diversity and Inclusion
- Diversity, Equity, and Inclusion Program
- Employee Resource Groups (ERG)
- Woman founded/led
Company Videos
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