Customer & Channel Development Manager Job Details | Edrington

Edrington is a company focused on crafting exceptional ultra-premium spirit brands. The Channel & Customer Commercialization Manager is responsible for developing strategies and frameworks that accelerate growth across the portfolio, ensuring alignment between brand-led programs and commercial realities.

Responsibilities:

• Develop channel strategies, activation frameworks, and commercialisation plans across priority channels, customers, and strategic accounts
• Create scalable playbooks, best practices, and activation standards that drive growth, consistency, and commercial impact across brands and markets
• Partner with Brand, Commercial, and Field teams to translate brand programmes into effective channel and customer-specific execution plans
• Identify growth opportunities through customer, consumer, channel, and market insights, supporting annual planning and trade marketing priorities
• Develop customer-facing tools, selling stories, and activation recommendations that strengthen engagement and execution effectiveness
• Act as the key link between Programme Development, Commercial, and Field Activation teams to ensure programmes are commercially relevant and executable
• Support KPI development, performance evaluation, and continuous improvement to maximise customer value, execution excellence, and business performance

Requirements:

• Experience in trade, customer, commercial, category, shopper or brand marketing, ideally within beverage alcohol, luxury, FMCG, or hospitality
• Strong understanding of channel strategy, customer activation, shopper behaviour, route-to-market models, and commercialisation planning across on-premise, off-premise, advocacy, and e-commerce channels
• Proven ability to develop go-to-market strategies, activation frameworks, and customer programmes that drive commercial growth
• Skilled in leveraging insights, market trends, and performance data to identify opportunities and inform strategic decisions
• Strong commercial acumen with excellent stakeholder management, influencing cross-functional teams across Marketing, Commercial, Sales, and Trade Marketing functions