Channel Manager - Off Trade

About the Role:

KBL strives to be recognized by its customers as the #1 Consumer Goods Company in Kenya. Achieving this ambition requires aligning all our efforts with customer needs, continuously excelling in delivering compelling shopper and customer propositions that resonate with consumer demands.

• Adapt brand strategies and SUP plans into channel programs that increase profitability and drive positive ROI.
• Develop programs contributing to category/brand P&Ls, crucial for KBL's performance as well as that of categories and customers.
• Manage budget for in-outlet program creation, measured against growth targets for off-trade channels.
• Seek a highly organized, dependable, self-motivated individual who thrives in a hands-on, fast-paced environment.
• Exhibit disciplined creativity to bring Diageo’s world-class brands to life.
• Build strong relationships to expand influence and achieve results swiftly while managing multiple projects simultaneously.
• Navigate complex matrix organizations effectively, handling ambiguity well.
• Although this role has no direct reports, leading and influencing decisions is vital.

Role Responsibilities:

• Execute commercial off-trade calendar management.
• Tailor brand & portfolio activities into channel & customer programs aligned with commercial plans.
• Contribute to trade strategy development focusing on Off-trade and wholesale segments while identifying opportunities and risks for business value delivery.
• Develop scalable insight-driven programs for modern trade segments across customers.
• Design customer-specific retail/segment programs aimed at boosting traffic, basket size, or conversion rates.
• Collaborate closely with agency resources, finance, legal teams, and distributor partners.
• Utilize data insights and possess knowledge of modern trade customers/shoppers/key segments.
• Oversee in-store/bar programs from initial brief through toolkit development to execution support and M&E (Measurement & Evaluation).
• Ensure commercially viable programs driving category growth beyond brand expectations are implemented effectively.

Experience / Skills Required:

•  +5 years proven track record in Marketing or Sales (Customer Marketing).
• Strong creative judgment paired with solid commercial understanding of customer/shopper dynamics.
• Deep familiarity with off-trade channels enabling brilliant shopper program development.
• Ability to navigate Diageo’s network efficiently using influence across various organizational levels—decisive action is key here!
• Inspire agencies towards delivering exceptional work; experience working alongside key customers is advantageous.