Job Type
Full-time
Description
Arrow International is seeking a commercially-driven and operationally-focused
Channel Manager to own the performance of consumables products and supporting point-of-purchase (POP) marketing materials within a dedicated retail or on-premise channel.
The
Channel Manager serves as the primary business owner for the assigned channel, with accountability for driving sell-thru rate by translating product placement into genuine consumer demand through strategic planning, field execution, customer relationship management, and cross-functional collaboration.
This role will report to the Director, Channel Management and Product Marketing.
Primary ResponsibilitiesChannel Strategy & Business Planning- Build and maintain a fundamental understanding of the channel's operators and consumers, their needs, and their purchase drivers in order to develop channel strategies and operational plans.
- Develop and own the annual channel business plan, including volume targets, sell-thru goals, promotional calendars, and trade spend budgets.
- Identify growth opportunities through analysis of sell-thru data, category trends, competitive activity, and white-space account mapping.
- Establish channel-specific go-to-market strategies for new product introductions, assortment mix optimization, merchandising solutions, and related equipment.
- Collaborate with Sales Leadership and Product Management to set channel pricing, promotional guardrails, and distribution targets consistent with brand positioning.
Account & Customer Management- Partner with Sales Reps and Account Managers to address the needs of key accounts, distributors, and channel partners within the assigned channel.
- Build and maintain productive relationships with distributor sales reps and charitable operators.
- Conduct regular business reviews with key partners, presenting performance scorecards, trend analyses, and joint growth plans.
- Develop and maintain a meaningful segmentation framework for managing the business.
Merchandising & POP Execution- Define channel-appropriate POP marketing standards and planogram recommendations to maximize in-location product visibility and consumer conversion.
- Partner with the Marketing team to develop and deploy POP assets tailored to each channel environment.
- Monitor in-location compliance for merchandising standards through field visits, distributor reporting, and other relevant audits.
- Evaluate POP program effectiveness via sell-thru lift analysis and continuously optimize the materials mix.
Sell-Thru Performance Management- Own the channel sell-thru KPI; monitor weekly and monthly performance against plan and initiate corrective actions as needed.
- Analyze shipment, depletions, and point-of-sale data to identify inventory imbalances, velocity issues, and promotional effectiveness.
- Collaborate with Demand Planning and Supply Chain to align shipment phasing with anticipated channel sell-thru velocity.
- Prepare and present regular channel performance reports, highlighting risks, opportunities, and recommended actions.
Distributor & Field Sales Enablement- Educate distributor sales teams and direct account sales reps on assortment optimization, POP placement standards, and other merchandising best practices.
- Develop sales tools, channel sell sheets, and objection-handling guides to support field execution.
- Ride with distributor reps and conduct account blitzes to model best practices and maintain direct market intelligence.
- Set and track distributor performance metrics through structured KPI reviews.
Cross-Functional Collaboration- Partner with Trade Marketing and Brand teams to ensure channel programs are aligned with brand standards and campaign calendars.
- Provide the voice of the channel to Product Management/Development, sharing consumer insights, competitive intelligence, and unmet needs.
- Coordinate with Finance and Trade Marketing on trade spend accruals, deductions management, and ROI analysis for promotional investments.
- Work with Customer Service and Logistics to resolve service issues that could impair sell-thru velocity.
Requirements
- Bachelor's degree in Business, Marketing, Sales, or a related field required.
- 7-10 years of progressive sales, product management, or channel management experience within a CPG manufacturer, distributor, or broker organization.
- Demonstrated track record of achieving sell-thru, volume, and distribution targets within a defined channel or territory.
- Prior experience in one or more of the following channels strongly preferred: licensed on-premise, specialty or impulse retail, gaming/entertainment venues, or ecommerce/DTC.
- Experience managing distributor relationships and/or a broker network is highly desirable.
- Analytical acumen: ability to translate data into actionable recommendations.
- Commercial negotiation: skilled at building and presenting fact-based selling stories and negotiating mutually beneficial agreements.
- Merchandising knowledge: solid understanding of in-store and on-premise POP best practices, planogram principles, and promotional mechanics.
- Project management: ability to manage multiple programs, deadlines, and stakeholders simultaneously with a high degree of organization.
- Communication: exceptional verbal and written communication skills; comfortable presenting to senior leadership and external partners.
- Digital fluency for ecommerce-specific roles: familiarity with Amazon Seller/Vendor Central, DTC platforms, or retail media networks.
- Proficiency in Microsoft Office Suite, including Excel and PowerPoint; CRM experience preferred.
