The Retail Activation Manager – General Trade (GT) is responsible for developing and executing in-store activation programs that drive product visibility, availability, and conversion across general trade channels.

This role focuses on translating brand and category strategies into practical, field-ready initiatives , ensuring strong and consistent execution across sari-sari stores, wholesalers, and distributor networks. It works closely with Sales and cross-functional teams to deliver impactful retail programs that accelerate volume growth.

Key Responsibilities:

1. Retail Activation & Execution

• Develop and implement in-store activation programs aligned with brand and category priorities
• Translate marketing plans into clear execution guidelines for the field (PICOS, display standards, promo mechanics)
• Lead development of POSM, merchandising tools, and activation kits