Head of Category and Channel Strategy - Food & Beverage (FMCG)

Head of Category and Channel Strategy - Food & Beverage (FMCG) Location: Bangkok Salary: Competitive, based on experience Industry: Food & Beverage, FMCG

A leading Food & Beverage FMCG company is looking for a Head of Category & Channel Strategy to lead the strategic direction of its Beverages business.

This is a senior commercial strategy role responsible for driving category growth, channel strategy, trade investment and commercial planning across Modern Trade and Traditional Trade. You will work closely with Sales, Marketing, Finance, Customer Planning and Supply Chain to turn market insights into clear strategies and strong execution.

Key Responsibilities

• Lead long-term Category and Channel Strategy for a key portfolio within the FMCG business, aligned with overall business objectives.
• Identify growth opportunities through market, consumer, competitor and channel insights.
• Develop channel strategies across Modern Trade and Traditional Trade to drive penetration, distribution and sales growth.
• Lead annual commercial and trade investment planning, including budget allocation and ROI evaluation.
• Review and manage trade promotion and commercial investment proposals to ensure financial and strategic effectiveness.
• Set commercial priorities across assortment, pricing, merchandising, visibility, shelving and promotions.
• Translate strategy into clear execution plans and work closely with Sales and Customer teams to deliver results.
• Lead volume forecasting, particularly for new product launches, in partnership with Demand Planning and Supply Chain.
• Partner with Customer Planning and Key/National Account teams to embed category strategies into customer plans.
• Lead and develop a high-performing team through coaching, mentoring and knowledge sharing.

What We're Looking For

• 10+ years of experience in FMCG, with strong exposure to Category Management, Channel Strategy, Trade Marketing or Commercial Planning.
• Experience in Food & Beverage, ideally Beverage, is highly preferred.
• Strong experience developing Category Strategy, Channel Strategy and Commercial Plans.
• Solid understanding of both Modern Trade and Traditional Trade channels.
• Strong commercial and analytical skills, with the ability to turn data and market insights into business strategies.
• Experience in Trade Investment / Promotion Management and ROI analysis.
• Strong cross-functional collaboration with Sales, Marketing, Finance, Customer Planning and Supply Chain.
• Excellent stakeholder management and communication skills.
• Proven people leadership experience, including coaching and developing teams.
• Bachelor's or Master's degree in Business, Marketing, Economics or a related field.

Why Join?

• Senior leadership role with direct impact on category and channel growth.
• Opportunity to shape the strategy of a high-profile beverages business.
• Collaborative environment working across multiple commercial functions.
• Strong focus on people development, knowledge sharing and continuous learning.
• Flexible working environment and supportive leadership culture.

Due to the high volume of applications, our team will only be in touch if your application is shortlisted.

Robert Walters Recruitment (Thailand) Limited
Recruitment License No.: น. 1188 / 2551