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Brand Category and Channel Development Specialist

🇵🇭 Philippines

Brand Category and Channel Development Specialist

from 🇵🇭 Philippines

Aboitiz Foodsis an integrated regional food and agribusiness company dedicated to creating a high-performance culture anchored on our time-honored values of Integrity, Teamwork, Innovation, and Responsibility. Through the collective strengths of our subsidiaries, Pilmico and Gold Coin, we believe in sustainably feeding Asia’s growth from mill to meal. 

We are constantly improving and optimizing our processes by integrating the value chain around Asia. We leverage our sector expertise and capabilities to deliver quality every time. With our world-class technology and culture of constant innovation, we devote ourselves to serving you better.

At Aboitiz Foods, we embrace change and inspire innovation, leading the way in food and agribusiness solutions. Join us as we shape the future of food in Asia and build a culture where, together, we nourish the future.

https://www.aboitizfoods.com/

Position Summary

The Brand-Category & Channel Development Specialist is responsible for driving the growth of Aboitiz Foods' portfolio by developing category strategies, strengthening brand execution, and accelerating growth across emerging channels. The role bridges Marketing, Trade Marketing, Sales-Business Development to build sustainable commercial programs that increase distribution, shopper conversion, and profitable growth.

The role manages key categories including Value-Added Meats (VAM), Shelf-Ready Packs (SRP), Beef, Chicken, and other fresh and frozen meat products, while developing emerging channels such as Distributors, Franchise, Meatshops, Resellers, and other Route-to-Market initiatives.

Key Responsibilities

Brand Development

  • Develop and execute brand activation plans to increase awareness, trial, and consumer purchase of Aboitiz Foods meat brands.

  • Work closely with Marketing to ensure consistent brand positioning across all channels.

  • Develop launch plans for new products, campaigns, and commercial initiatives.

  • Monitor competitor activities, consumer trends, and market developments to identify growth opportunities.

Category Development

  • Develop category growth strategies for Value-Added Meats (Frozen Ready-to-Cook/Ready-to-Eat), Shelf-Ready Packs (Frozen Fresh Meat Cuts), Beef, Chicken, and other priority categories.

  • Analyze sales performance, shopper insights, and category trends to identify whitespace opportunities.

  • Recommend assortment, pricing, promotions, merchandising, and category expansion initiatives.

  • Partner with Sales and Supply Chain to improve category performance and availability.

Channel Development

Lead the commercial development of emerging channels including:

  • National & Regional Distributors

  • Franchise Partners

  • Meatshops

  • Resellers & Dealers

  • Other Route-to-Market initiatives

Responsibilities include:

  • Developing channel strategies and commercial playbooks.

  • Identifying new business opportunities and expansion plans.

  • Designing channel programs, customer value propositions, and partnership models.

  • Supporting customer onboarding and route-to-market execution.

  • Developing sales tools, channel standards, and operating guidelines.

Trade Marketing & Commercial Support

  • Develop customer presentations, business cases, and trade marketing programs.

  • Recommend promotions and activation programs to drive sell-in and sell-out.

  • Work with Sales teams to improve in-store execution and customer engagement.

  • Support key account business reviews and commercial planning.

Cross-Functional Collaboration

  • Partner with Sales, Marketing, Supply Chain, Finance, Operations, and Product Development to ensure successful commercial execution.

  • Coordinate new product launches and channel expansion projects.

  • Support strategic projects and commercial transformation initiatives.

Key Deliverables

  • Category Growth Plans

  • Brand Activation Plans

  • Channel Development Strategy

  • Distributor & Franchise Playbooks

  • Commercial Business Cases

  • Trade Marketing Programs

  • Product Launch Plans

  • Customer Presentation Materials

  • Sales Performance & Category Reviews

  • Route-to-Market Recommendations

 

Key Performance Indicators (KPIs)

  • Sales and Revenue Growth

  • Distribution Expansion

  • New Channel Development

  • Category Growth

  • Market Share

  • Brand Awareness & Trial

  • New Store / New Account Acquisition

  • Product Launch Success Rate

  • Promotional ROI

  • Commercial Project Delivery

  • Bachelor's degree in Marketing, Business Management, Commerce, or a related field.

  • 2–3 years of experience in Brand Management, Category Management, Trade Marketing, Sales, or Commercial Development, preferably in FMCG, Food, or Retail.

  • Strong commercial and analytical skills with experience in go-to-market execution.

  • Excellent presentation, project management, and stakeholder management skills.

  • Proficient in Excel and PowerPoint; experience with sales analytics tools is an advantage.

  • Work location: Makati 
  • Hybrid work set-up

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by @maxrusakovic