Large companies that sell products frequently do not do business directly with their customers; instead, they sell their goods through retailers, affiliates, and other outlets. These are called channels, and a channel marketing manager works with these entities to support sales of their company's products while ensuring the outlets keep the product’s branding and marketing consistent.
One of the biggest parts of the channel marketing manager's job is to work as an intermediary with retail/sales affiliates and the company’s marketing and advertising departments. The channel manager helps identify and set up marketing initiatives that benefit all entities in the sales channel. The channel marketing manager then works with logistics and distribution to ensure product supply is sufficiently available to support these initiatives. Additionally, the channel manager coordinates with marketing and advertising to provide channel marketing support, such as point-of-sale advertisements and displays.
Companies that use a channel marketing manager typically have a wide variety of products, and the channel manager must be familiar with all these products; additionally, they must stay organized and work both within the company and with elements of the channel to ensure the products are sold in a way that benefits the business long term. The channel manager is also expected to find partners, contracts, and customers in this field as well.
A bachelor’s degree in marketing or a related field is typically needed for this position, as is educational and/or practical experience with logistics and distribution. This position typically involves office work during business hours, but it normally involves frequent travel as well.
Channel Marketing Manager Tasks
- Assist in building marketing strategies and develop communication materials for distributor channel target markets.
- Act as a liaison with outside agencies and manage relationship with channel partners.
- Manage channel partner marketing and delivery system activities to sell company products and services.