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About the Role

The Channel Development Manager serves as the commercial link between customer strategy, Key Account Management, marketing, and execution. This role translates shopper and customer insights into distinct propositions, Joint Business Plans, and measurable trade activities, including playbook development, customer plans, pricing and promotion recommendations, perfect-store standards, and activation tools. It collaborates with Brand Marketing for strategic input while being responsible for channel, customer, and point-of-purchase execution, focusing on enhancing customer value, trade investment, availability, visibility, conversion, and profitable growth.

Responsibilities

Develop differentiated customer value propositions and category growth stories based on shopper needs, customer economics, and channel opportunities.
Equip KAMs with evidence, selling stories, and quantified recommendations for Joint Business Plans, reviews, and negotiations.
Demonstrate mutual value for customers and the business, strengthening the company's position as a strategic category partner.
Own ANZ category and channel development across specialty pet retail, eRetail, and veterinary channels.
Utilize shopper, customer, category, and competitor evidence to identify growth opportunities and channel priorities.
Translate strategic choices into clear customer, trade, and execution priorities for Sales and KAM teams.
Build competitive advantage through differentiated assortment, pricing, promotion, activation, and channel execution.
Develop simple category and channel playbooks covering growth drivers, customer priorities, assortment, pricing, promotion, shelf, point-of-sale, eCommerce, and perfect-store standards.
Transform strategy into practical tools for Sales and KAM teams in customer planning and execution.
Identify customer, channel, and trade drivers of performance using market, customer, scan, shopper, and internal data.
Track distribution, price, promotion, pack mix, channel performance, and competitor trade activity.
Create benchmarks and early-warning indicators, then translate findings into clear commercial actions.
Partner with Revenue Growth Management, Sales, and KAMs on customer pricing, promotional mechanics, and trade investment.
Assess price gaps, promotion effectiveness, customer margin, and gross-to-net investment to identify profitable growth opportunities.
Recommend strategies for matching, differentiating, or avoiding competitor activity and redirecting investment toward higher-return programs.
Prioritize incremental customer and trade investment based on marginal return and contribution.
Build investment scenarios across promotion, point-of-sale, customer programs, and other trade levers.
Set clear measures, ownership, and post-activity evaluation for major investments.
Partner with KAMs to build customer growth plans, Joint Business Plans, and major customer reviews.
Develop category stories, commercial recommendations, and joint growth platforms for priority customers.
Support negotiations with robust evidence and convert agreed strategies into measurable execution plans.
Own point-of-purchase strategy across stores and eCommerce, focusing on moments that drive shopper conversion.
Define and evolve perfect-store standards for availability, assortment, placement, visibility, promotion, search, and digital conversion.
Use customer and shopper data to improve execution and conversion.
Provide customer, channel, and trade input into portfolio and launch planning.
Develop customer go-to-market plans covering ranging, pricing, phasing, promotion, and activation.
Create launch toolkits for Sales and KAM teams and define customer requirements for successful execution.
Align Sales, KAM, Revenue Growth Management, Finance, Insights, and Brand Marketing around customer and channel priorities.
Translate plans into actions, owners, measures, and outcomes.
Build capability in category management, trade marketing, customer development, and commercial analytics.

Requirements

Commercial strategist with strong data analysis skills, beyond traditional category management.
Proven ability to build customer value propositions, Joint Business Plans, category playbooks, and customer-facing commercial narratives.
Strong knowledge of Australian retail, eCommerce, and multi-channel customer dynamics.
Advanced analysis of customer sales, scan, shopper, pricing, promotion, and trade-investment data.
Strong commercial acumen across P&L, gross-to-net, margin, customer economics, and contribution.
Ability to translate evidence into clear choices, recommendations, and execution.
Strong communication, influencing, and cross-functional leadership skills.

Skills

Customer Value Proposition Development
Category & Channel Strategy
Category Playbooks & Commercial Toolkits
Commercial Analytics & Competitive Intelligence
Price, Promotion & Revenue Growth Management
Differential Investment & Trade Strategy
Customer & Key Account Development
Point-of-Purchase & Perfect Store Strategy
Go-to-Market & Innovation Planning
Cross-Functional Leadership
Data Analysis
Commercial Strategy
Revenue Growth Management
Customer Development
Trade Marketing
Category Management
Commercial Analytics
Communication
Influencing

Location

Work Type

Full-time

Experience Level

5-8+ years

Education Level

Relevant tertiary qualification in business, commerce, marketing, economics or a related discipline.