About this role
Position Summary
The Brand-Category & Channel Development Specialist is responsible for driving the growth of Aboitiz Foods' portfolio by developing category strategies, strengthening brand execution, and accelerating growth across emerging channels. The role bridges Marketing, Trade Marketing, Sales-Business Development to build sustainable commercial programs that increase distribution, shopper conversion, and profitable growth.
The role manages key categories including Value-Added Meats (VAM), Shelf-Ready Packs (SRP), Beef, Chicken, and other fresh and frozen meat products, while developing emerging channels such as Distributors, Franchise, Meatshops, Resellers, and other Route-to-Market initiatives.
Key Responsibilities
Brand Development
Develop and execute brand activation plans to increase awareness, trial, and consumer purchase of Aboitiz Foods meat brands.
Work closely with Marketing to ensure consistent brand positioning across all channels.
Develop launch plans for new products, campaigns, and commercial initiatives.
Monitor competitor activities, consumer trends, and market developments to identify growth opportunities.
Category Development
Develop category growth strategies for Value-Added Meats (Frozen Ready-to-Cook/Ready-to-Eat), Shelf-Ready Packs (Frozen Fresh Meat Cuts), Beef, Chicken, and other priority categories.
Analyze sales performance, shopper insights, and category trends to identify whitespace opportunities.
Recommend assortment, pricing, promotions, merchandising, and category expansion initiatives.
Partner with Sales and Supply Chain to improve category performance and availability.
Channel Development
Lead the commercial development of emerging channels including:
National & Regional Distributors
Franchise Partners
Meatshops
Resellers & Dealers
Other Route-to-Market initiatives
Responsibilities include:
Developing channel strategies and commercial playbooks.
Identifying new business opportunities and expansion plans.
Designing channel programs, customer value propositions, and partnership models.
Supporting customer onboarding and route-to-market execution.
Developing sales tools, channel standards, and operating guidelines.
Trade Marketing & Commercial Support
Develop customer presentations, business cases, and trade marketing programs.
Recommend promotions and activation programs to drive sell-in and sell-out.
Work with Sales teams to improve in-store execution and customer engagement.
Support key account business reviews and commercial planning.
Cross-Functional Collaboration
Partner with Sales, Marketing, Supply Chain, Finance, Operations, and Product Development to ensure successful commercial execution.
Coordinate new product launches and channel expansion projects.
Support strategic projects and commercial transformation initiatives.
Key Deliverables
Category Growth Plans
Brand Activation Plans
Channel Development Strategy
Distributor & Franchise Playbooks
Commercial Business Cases
Trade Marketing Programs
Product Launch Plans
Customer Presentation Materials
Sales Performance & Category Reviews
Route-to-Market Recommendations
Key Performance Indicators (KPIs)
Sales and Revenue Growth
Distribution Expansion
New Channel Development
Category Growth
Market Share
Brand Awareness & Trial
New Store / New Account Acquisition
Product Launch Success Rate
Promotional ROI
Commercial Project Delivery
Bachelor's degree in Marketing, Business Management, Commerce, or a related field.
2–3 years of experience in Brand Management, Category Management, Trade Marketing, Sales, or Commercial Development, preferably in FMCG, Food, or Retail.
Strong commercial and analytical skills with experience in go-to-market execution.
Excellent presentation, project management, and stakeholder management skills.
Proficient in Excel and PowerPoint; experience with sales analytics tools is an advantage.
Work location: Makati Hybrid work set-up#LI-AG1