CHANNEL DEVELOPMENT MANAGER

• Purpose of the Role

*** *** : At Guinness Ghana Breweries Limited, the Channel Development Manager, On-Trade (Spirits) is responsible for translating commercial strategy into compelling, executable channel plans for Spirits across the On-Trade channel, including Mainstream, Imported, and Reserve Spirits. The role serves as the strategic and operational link between commercial ambition and field execution, converting consumer, shopper, and trade insights into simple, action-oriented plans that enable sales teams to deliver sustainable channel growth. Working cross-functionally with Marketing, Sales, Finance, Innovation, and Supply Chain, the role ensures brilliant execution of trade initiatives aligned with business ambition and the channel activation blueprint.

• *Key Accountabilities

*** *** :

• Lead the development and execution of the Spirits On-Trade Channel Strategy, grounded in

consumer, shopper, and trade insights to drive sustainable growth.

• Translate annual business objectives into robust channel plans that deliver a stretching AOP

through insight-led, scalable, responsible, and effective activities.

• Own channel strategy and customer investment prioritization parameters in consultation with the

Head of Customer Marketing, Head of Spirits, and the broader Commercial Leadership Team.

• Drive the execution of joined-up customer plans that deliver a “triple win” for the business,

customers, and consumers.

• Own Brilliant Execution across the On-Trade channel, ensuring 100% implementation of agreed

initiatives to maximize ROI and deliver brand and profit targets.

• Lead the seasonal briefing cycle and channel tracking processes, ensuring clear, engaging, and

inspiring communication to sales teams.

• Deliver and manage the Spirits One Plan and activity grid across both Premium and Traditional OnTrade segments.
• Partner closely with Sales to ensure flawless end-to-end execution, with investment flowing

effectively from direct customers to point of purchase.

• Manage and optimize trade spend and A&P budgets with strong financial discipline, treating

resources as if they were personally owned.

• Provide pack and format architecture recommendations within the channel, in consultation with

the Head of Spirits.

• Build and implement a Physical Availability Roadmap for spirits brands across priority outlets.
• Lead the execution of 365 Essentials for the On-Trade channel and deliver targeted activations in

high-priority outlets to maximize impact.

• Own end-to-end monitoring and evaluation (M&E) processes, embedding a “Plan, Execute,

Evaluate, Repeat” mindset to guide continuous improvement and future planning.

📌 ### 📌 Key Requirements – Qualifications, Experience, Skills etc.

• Bachelor’s degree in Business, Marketing, or a related discipline. MBA or Master’s degree is an

added advantage.

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📌 • Minimum of five years’ commercial experience within FMCG or the alcohol industry, with a proven

track record in strategy development and execution delivery.

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📌 • Strong commercial and financial acumen, with experience managing trade investments and

marketing budgets.

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📌 • Demonstrated experience in developing and executing channel or customer marketing strategies.

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📌 • Excellent influencing, stakeholder management, and communication skills, with the ability to

inspire cross-functional teams and external partners.

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📌 • Strong presentation and selling skills, with the credibility to engage senior internal and external

• Strategic mindset combined with operational discipline, able to convert insights into tangible
• High levels of resilience, adaptability, and emotional intelligence, with the ability to manage

multiple priorities under pressure.

• Demonstrated creativity, innovation, and problem-solving capability.
• Strong passion for nightlife, On-Trade dynamics, and building deep customer relationships