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Retail Activation Manager
Job Location:
Job Location:
Taguig - Philippines
Monthly Salary:
Not provided by the employer
Monthly Salary:
Posted:
28 October 2026 (Yesterday)
Posted:
Application Deadline:
25 January 2027
Application Deadline:
Vacancies:
1 Vacancy
Vacancies:
Job Summary
The Retail Activation Manager General Trade (GT) is responsible for developing and executing in-store activation programs that drive product visibility availability and conversion across general trade channels.
This role focuses on translating brand and category strategies into practical field-ready initiatives ensuring strong and consistent execution across sari-sari stores wholesalers and distributor networks. It works closely with Sales and cross-functional teams to deliver impactful retail programs that accelerate volume growth.
Key Responsibilities:
1. Retail Activation & Execution
- Develop and implement in-store activation programs aligned with brand and category priorities
- Translate marketing plans into clear execution guidelines for the field (PICOS display standards promo mechanics)
- Lead development of POSM merchandising tools and activation kits
- Ensure timely rollout and high-quality execution across priority territories
- Conduct regular field immersion to validate execution and identify gaps
2. Sales Enablement & Toolkit Development
- Create sell-in decks activation playbooks and retailer engagement materials
- Equip sales teams and distributors with practical tools to drive execution and conversion
- Support national and regional initiatives through structured rollout plans
- Ensure alignment of toolkits with commercial objectives and field realities
3. Channel Execution Performance
- Monitor activation performance using sales data and execution KPIs
- Identify gaps in availability visibility and compliance and recommend corrective actions
- Partner with Sales teams to drive improvements in priority areas and outlets
- Conduct post-activity reviews and integrate learnings into succeeding activations
4. Program Planning & Implementation
- Support development of annual and quarterly activation calendars for general trade
- Manage activation budgets and ensure efficient use of resources
- Coordinate with internal stakeholders (Sales Category Brand Supply Chain) for seamless execution
- Assess which initiatives can be scaled and embedded into regular operations
5. Emerging Channel Support & Growth Initiatives
- Assist in piloting activation approaches for emerging or underdeveloped GT segments
- Support new product launches through channel-specific activation and sampling programs
- Gather field insights and customer feedback to refine activation strategies
6. Stakeholder Coordination
- Work closely with Sales distributors and third-party agencies to ensure execution excellence
- Act as the bridge between strategy (Marketing) and execution (Sales/Field)
- Provide regular updates on activation status challenges and opportunities
Qualifications:
- Bachelors degree in Marketing Business or related field
- 58 years experience in FMCG preferably in trade marketing retail activation or field marketing
- Strong experience in general trade (sari-sari stores wholesalers distributor setup)
- Proven track record in executing in-store programs and nationwide rollouts
- Experience working closely with Sales teams and field operations
Preferred Competencies:
- Strong understanding of retail execution standards (PICOS merchandising POSM)
- Hands-on execution-driven with strong attention to detail
- Good project management and coordination skills
- Strong communication and stakeholder management
- Ability to translate strategy into simple actionable field plans
- Agile and comfortable working in a fast-paced commercial environment
