Channels Marketing Senior Manager

The Channels Marketing Senior Manager is responsible for short to long-term achievement of demand generation across various channels: Dine-in, Drive-thru, Take-out, and Delivery, aligned with the company’s vision and business direction. The incumbent will lead collaborative efforts with cross-functional teams (Brand and Trade Marketing, Creative, Media and PR/Digital Agencies, Corporate Media & Research). They will also spearhead the development of specific innovation strategies for each channel, such as Delivery packaging and Drive-thru-specific products.

This role will primarily drive growth acceleration for Panda Express, Yoshinoya, Common Man Coffee Roasters, and Tiong Bahru Bakery Delivery, leading the brands towards market dominance, superior digital user experience, and digital commerce thought leadership.

1. Sales/Demand Generation

• Develops short- to long-term operating plans and strategies for each channel, establishing initiatives and solutions to deliver growth objectives for value sales, volume sales, taste, market shares, and equity ratings.
• Benchmarks best practices and generates ideas to achieve business goals and improve channel processes.
• Maintains a balanced scorecard and reports the performance of key marketing initiatives to stakeholders.

2. Channels Support & Operations

• Analyzes channels operations data and delivers solutions or action plans to address operational concerns of stakeholders (e.g., Aggregators, Store Operations, RS, OE, Finance).
• Leads the development and implementation of pilot rollouts for new business channels in collaboration with other units such as Drive-thru, Brand Teams, and 3P Service Providers.
• Monitors progress of action plans to ensure business strategies and sales objectives are realized.
• Develops policies and procedures specific to channels and collaborates with Restaurant Systems and other units to improve systems, processes, and procedures.
• Oversees account management, including enrollment and activation of stores (PX, YS, CMCR, and TBB) for Aggregator Partnerships and other digital channels. Ensures maintenance and monitors service level agreements with all service providers.

3. Channels Business Development

• Benchmarks and conducts feasibility/research studies on new channel opportunities based on changing customer needs, behavior, and expectations.
• Develops and recommends new channels or formats and conceptualizes programs based on performance data and market trends for existing and emerging channels.

4. BMP Management: Channel Budget Planning and Management

• Recommends and secures approval for annual A&P budget requirements as part of the BMP process.
• Manages Ads & Promotion budgets by channel, ensuring efficient and controlled spending.
• Ensures budget allocation aligns with annual BMP objectives and strategies, adjusting plans based on business needs monthly.
• Recommends projects for funding or defunding, subject to approval from the Department and BU Head.
• Reports monthly budget utilization to stakeholders.
• Integrates BMP with channel-specific planning models and outputs (S&OP, Finance, R&D, RS) and drives process improvements for efficient and effective integrated planning.

JOB QUALIFICATIONS

• Bachelor's degree in Business Administration, Marketing, or a related field.
• 7-10 years of experience in Channels Management and/or Marketing.
• 3-5 years of managerial experience in marketing, retail, or channels marketing within established brands or companies.
• Above-average written and verbal communication skills.
• Willing to be assigned in Ortigas, Pasig City (hybrid set-up).