Anheuser-Busch Sr. Channel Development Manager – On Premise in New York City, New York

Sr. Channel Development Manager – On Premise

As the leading global brewer, Anheuser-Busch InBev is committed to finding innovative ways to continually improve. It's this kind of thinking that creates a unique work environment by rewarding talent, celebrating diversity and encouraging forward thinking. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability status or any other characteristic protected by applicable law.


Primary Purpose of Role

The Sr. Channel Development Manager is the key interface between the business and the sales team. The SCDM is the primary contact for the field sales and field Category Management teams for selling stories.

This role will help position AB as category thought leaders with retailers and within the industry by actively championing AB’s Category Growth framework & how this can be leveraged to unlock growth for the beer category.

The scope of this role is to support our on-premise business which includes bars, restaurants and event venues.

Key Relationships


  • Trade Marketing

  • Marketing - Brands, Insights & Innovation

  • Sales & Field Category Management

  • Revenue Management

  • Industry associations

  • Industry category management forums

  • External agencies

  • Key retailers

Area of Responsibility

Key Elements

Translate Retail Category Strategy & Translate by Channel


Translate and tailor category strategy to the channels; build the so what/now what for retailers

  • Quantify the demand-side implications of category strategic priorities/recommendations; Deep experts in the Customer Economic model and provide insights to sales on how the segments and WAMP matrix unlock growth and profit for retailers & understand demand side implications of category strategy priorities.

  • Assist in thecreation of national selling presentations and insights-based opportunities; Work closely with sales and marketing to ensure integration and consistency of category messages.

Build Shopper Strategies


Build selling stories tailored to each sub-channel to be leveraged by the sales and category management teams. This includes channel playbooks, new item sell-in decks, Growth Drivers Summary, etc.

  • Standardize national selling stories into cohesive, consistent, retail-ready templates the field sales and category teams can utilize (new item reviews, assortment optimization, etc.).

  • Build Channel Playbooks which develop shopper strategies to include: Shelf & assortment vision, ad & display optimization, price/pack, shopper marketing platform, and brand plans for drink-led, food-led, entertainment-led.

  • Partner with insights to scope and conduct shopper research for the channels; interpret shopper & consumer research to drive category-focused solutions for channels, retailers and AB Brands

  • Work closely with channel sales and field category teams to create annual strategic priorities for the Category organization; help prioritize conflicting strategic initiatives

  • Lead tap optimization project.



  • Assist, in partnership with the field-based Category teams, the creation and delivery of the category joint business plan with retailers, leveraging Shopper and Retailer insights.

  • Provide input to the commercial strategy and annual planning process

  • Category partner to trade marketing to advise on trade program priorities related to category

Category Performance


  • Lead routine and ad hoc analysis to provide insights on what is driving growth in beer.

  • Validate the assumptions in our category growth drivers; assess their effectiveness and impact to the category and to AB performance.

  • Proactively identify opportunities, strategies and key messages for our sales teams to leverage with their retailers.

Key Challenges in Achieving Goal(s): (What are the key challenges faced by this role in meeting its goals/objectives)

  • Role requires a strong commercial acumen; ability to strategically influence; and deliver pragmatic solutions to challenging/complex business issues.

  • Effective managing multiple stakeholders and projects

  • Ways of working with both internal & external partners.

  • Sourcing accurate and relevant market, shopper and consumer insights

  • Availability of quality data / insight


Qualifications and Experience:

  • Bachelor’s degree, emphasis in business or marketing related fields

  • 5 years in consumer packaged goods in category management, or sales

  • Strong familiarity with syndicated data, software and measures (IRI, Nielsen, demographic data, panel data, etc)

  • Prior experience analysing retailer data and presenting to customers

  • Demonstrated ability to synthesize & leverage multiple data points/insights (shopper, consumer, category, product) to create retail strategies that unlock growth.

  • Proven ability to think strategically & take insight into action.

  • Experience influencing cross-functional teams and business partners

  • Strong project management skills

  • A deep sense of accountability, ownership and passion

Job Sales

Primary Location United States-New York-New York City-Commercial Strategy Office (CSO)

Schedule Full-time

Job Type Permanent

Req ID 18017492