Channel Marketing Manager – HORECA

About the role

The HORECA Channel Marketing Manager drives long‑term growth for the Away‑From‑Home channel by creating category, customer and occasion strategies that unlock profitable and premiumisation opportunities across hotels, restaurants, bars, lounges, nightclubs and emerging consumption spaces.

Key responsibilities

• Lead the development of the HORECA channel vision, long‑range strategy and annual business plan, identifying growth platforms and white‑space opportunities.
• Shape future consumption agendas by spotting new occasions, premiumisation prospects and channel expansion initiatives.
• Partner with Revenue Growth Management and Commercial teams to optimise portfolio mix, pricing architecture and promotional investments.
• Design consumer‑centric occasion strategies that increase recruitment, frequency and premium consumption.
• Build and manage strategic partnerships with premium spirits companies, hospitality groups and entertainment platforms, leading joint business planning.
• Own the channel investment strategy, ensuring DME allocation maximises ROI and strategic impact.
• Develop measurement frameworks to assess commercial effectiveness, incrementality and marketing ROI.
• Define and evolve HORECA execution standards, outlet segmentation and capability‑building programmes, championing digital transformation and analytics.

Required profile

• Strategic thinker with ability to shape long‑term channel direction.
• Strong understanding of premiumisation, occasion‑based marketing and category development.
• Expertise in customer economics, revenue growth management and commercial modelling.
• Proven track record influencing senior stakeholders and external partners.
• Experience leading transformation initiatives and building high‑performing ecosystems.
• Deep knowledge of hospitality economics and evolving consumer experience landscape.
• 7+ years of experience in FMCG sales, trade or channel marketing, preferably within HORECA or premium spirits.