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.
Marketing - Brands, Insights & Innovation
Sales & Field Category Management
Industry category management forums
Area of Responsibility
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.
JBPS & 1YP
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
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
Primary Location United States-New York-New York City-Commercial Strategy Office (CSO)
Job Type Permanent
Req ID 18017492