Senior Manager, Channel Planning

Welch's is on a journey towards our bold ambition of being the global-leader of convenient, good for you fruit-based food and beverages. To turn this goal into a reality we need you and other exceptionally talented, agile, and innovative individuals who are eager to contribute to something extraordinary!

At Welch's, we're not just offering a job; we're inviting you to be a part of a vibrant, authentic, and inclusive culture where you not only belong, but also have the opportunity to unleash the best, most authentic version of you.

The Senior Manager, Channel Planning leads the development and execution of commercial growth strategies for the grocery channel, inclusive of, but not limited to, key national (Kroger & Albertson’s), and regional (Publix, HEB, Market Basket) banners. This role serves as the critical link between Sales, Category Management, Marketing, Revenue Growth Management, Supply Chain, and Finance to drive profitable growth, strengthen customer partnerships, and ensure execution of strategic business objectives.

The ideal candidate combines strong analytical skills, strategic thinking, customer expertise, and cross-functional leadership to influence business decisions and deliver best-in-class channel planning across the Welch’s portfolio.

The role sits within the sales organization and oversees a small team of Associate Channel Planning Managers who support Dollar/Value/Wholesale, Grocery and the Direct Store Delivery (DSD) channels.  Where You’ll Work:

This role will be based out of our Waltham, MA headquarters where you will be immersed in a dynamic workplace where innovation thrives and collaboration is key.

Our company in-office schedule is designed to maximize collaboration & relationship building balanced with flexibility and well-being with 3 days in office and Thursdays/Friday being remote, flex days.

• Develop and execute annual grocery channel strategies and customer business plans align with company growth objectives.
• Partner with Sales to identify opportunities to increase distribution, drive velocity, improve promotional effectiveness, and maximize category growth.
• Lead the development of Annual Operating Plans (AOP), Strategic Growth Plans, and Joint Business Plans (JBP) for assigned customers.
• Prepare for (in partnership with field teams, category management, insights and marketing) and participate in retailer calls, driving effective sell-in strategies and maximizing growth opportunities.
• Establish key performance indicators and monitor progress against financial, volume, market share, and profitability targets.

• Serve as the channel expert, utilizing retailer, shopper, category, and consumer insights to identify growth opportunities and develop actionable recommendations.
• Collaborate with Category Management and Insights teams to create compelling customer-facing selling stories and category growth strategies.
• Support retailer line reviews, joint business planning sessions, and strategic customer meetings.
• Translate consumer and market trends into executable channel and customer initiatives.

• Lead trade promotion planning and investment strategies (in collaboration with the Sr. Manager, Revenue Growth) to maximize ROI and profitable growth.
• Partner with Revenue Growth Management, Finance, and Sales to evaluate pricing, promotion, assortment, and merchandising opportunities.
• Utilize trade analytics and post-event evaluations to continuously improve customer investment performance.
• Ensure alignment between customer-specific strategies and overall corporate pricing and profitability objectives.

• Represent customer and channel requirements within forecasting, demand planning, and S&OP processes.
• Partner with Supply Chain and Demand Planning teams to ensure accurate forecasting and successful execution of promotional and innovation initiatives.
• Identify risks and opportunities that impact volume, revenue, or supply and proactively recommend solutions.

• Collaborate with Marketing, Innovation, and Customer Teams to support successful product launches and customer-specific innovation strategies.
• Develop customer-ready commercialization plans for new product introductions, package changes, and promotional programs.
• Ensure flawless execution of national and customer-specific initiatives across assigned accounts.

• Lead and influence cross-functional teams without direct authority to achieve business objectives.
• Serve as a trusted advisor to senior sales leadership and key customer stakeholders.
• Present recommendations and business updates to executive leadership, customers, and large internal audiences.

• Strategic thinker with a strong track record of translating insights into actionable growth plans.
• Proven ability to lead complex cross-functional initiatives and drive execution against business goals.
• Strong commercial acumen with deep understanding of customer planning, category management, and trade investment.
• Exceptional analytical and problem-solving skills with the ability to simplify complex business challenges.
• Effective communicator with strong presentation and storytelling capabilities.
• Skilled at building credibility and collaborative relationships internally and externally.
• Comfortable influencing senior leadership and presenting to large audiences.
• Results-oriented leader with a proactive, entrepreneurial mindset and a passion for winning in the marketplace.

• Bachelor’s degree in Business, Finance, Economics, Marketing, or related field
• 5+ years in CPG (Consumer Packaged Goods) with 4+ years in Pricing / Revenue Management or Business Analytics
• Strong understanding of retailer strategies, shopper behavior, category management principles, and revenue growth management.
• Proven success in developing Annual Operating Plans, customer business plans, and growth strategies.
• Demonstrated expertise in trade promotion management (TPM/TPO), pricing strategy, and investment optimization.
• Experience supporting S&OP, demand forecasting, and cross-functional planning processes.
• Advanced proficiency in Microsoft Excel and PowerPoint.
• Experience with syndicated data sources such as Circana (IRI), NielsenIQ, Numerator, or retailer-specific analytics platforms.
• Strong financial and analytical capabilities with the ability to derive actionable insights from large data sets.
• Ability to travel up to 20% as needed to support customer meetings, retailer events, and internal planning activities.

What You’ll Enjoy:  

• Organization with a bold, clear purpose & vision for the future  

• Inclusive Culture: Be a part of an inclusive workplace where you not only belong but also have the opportunity to be the best version of yourself  

• Passionate Community: You are encouraged to have a voice, share your opinions, and have individual impact on the success of the business  

• Hybrid work model: Flexible & collaborative work environment to maximize well-being & success  

• Paid Time Off and Holidays: Enjoy time away from the office to rest and recharge  

• Paid Volunteer Time Off: 40 hours of paid volunteer time for all non-union employees  

• Development & Advancement: Access to LinkedIn Learning as well as both formal and informal opportunities to develop and grow your career  

• Compensation Package Consisting of Competitive Base Salary and Annual Incentive Plan (Bonus)  

• 401K plan with Generous Company Match  

• Flexible Benefits from your first day: Choose the benefits that meet your needs and preferences 

• Health, Dental & Vision Insurance  

• Health Savings Accounts  

• Life and accident insurance  

• Employee Assistance Programs  

• Tuition reimbursement program  

• Additional benefits available through Perks at Work  

• Paid parental (and adoption) leave – Available after 12 months of employment 

Compensation 

The anticipated hiring base salary range for this position is $155,000 to $165,000 annually for US-based employees. This range reflects the minimum and maximum base salary for the position across all US locations, is based on a full-time work schedule, and represents Welch’s good faith estimate as of the date of this posting. Within the range, individual pay is determined by work location and additional factors, including job-related skills, experience, and relevant education or training. In addition to base salary, this role is eligible for participation in a bonus plan. 

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