Channel and Category Development Manager

About the role

The Channel and Category Development Manager will leverage customer, channel and shopper insights to design and execute growth strategies that strengthen FrieslandCampina’s key business partners in Nigeria. The role focuses on improving execution standards, accelerating growth and delivering sustainable results across both General Trade and Modern Trade channels.

Key responsibilities

• Develop and implement short‑ and long‑term channel and customer strategies to drive volume growth and meet business objectives.
• Lead the design, rollout and continuous improvement of the Customer “Look of Success” framework to ensure consistent in‑store visibility.
• Create customer activity calendars and integrated trade programs based on channel, retail and shopper insights.
• Collaborate with Marketing, Sales Operations, Finance, Supply Chain and external partners to deliver impactful customer programs.
• Measure program effectiveness, analyse KPIs and recommend improvements for future initiatives.
• Monitor retail trends, shopper behaviour and competitor activities to identify growth opportunities.
• Support new product launches with channel distribution strategies, launch KPIs and performance monitoring.
• Act as the channel and trade expert, sharing best practices and aligning stakeholders across functions.

Required profile

• Bachelor’s degree in any discipline; MBA is a plus.
• Minimum 7 years of experience in Sales, Shopper Marketing, Trade Marketing or Channel Development within FMCG.
• At least 2 years in a sales management role and 2 years of field sales experience.
• Strong understanding of the Nigerian retail landscape, including General Trade and Modern Trade.
• Proven commercial acumen with knowledge of category management and route‑to‑market principles.

Required skills

• Ability to analyse and interpret retail, shopper and consumption data.
• Strong stakeholder management, communication and influencing abilities.
• Excellent analytical, strategic thinking and project management capabilities.
• High digital literacy and business analytics proficiency.

What we offer

• A global yet locally connected culture rooted in Dutch heritage.
• Structured training, coaching and opportunities for local and international mobility.
• Competitive rewards, flexible working arrangements and supportive benefits.
• An informal, friendly environment that encourages autonomy and impact.