Modern Trade (Channel Manager)

Modern Trade (Channel Manager) – Diana Chocolates (Pvt) Ltd

Job Overview

Diana Group is seeking an experienced professional for the position of Modern Trade – Channel Manager. The role focuses on driving sales growth within the modern trade channel, managing key accounts, developing commercial strategies and leading a high-performing sales team.

Position Details

• Job Title: Modern Trade – Channel Manager
• Company: Diana Biscuits (Pvt) Ltd / Diana Chocolates (Pvt) Ltd
• Job Type: Full-Time
• Job Location: Colombo, Sri Lanka
• Experience: More than 5 years of proven experience
• Industry: FMCG / Modern Trade

Company Overview

Diana is one of Sri Lanka’s long-established FMCG manufacturers, with a legacy spanning over four decades in the food industry. The Group produces biscuits, chocolates, wafers and snack products for consumers across Sri Lanka and international markets.

The organization focuses on quality, innovation and continuous improvement, supported by modern manufacturing facilities, a growing distribution network and a strong emphasis on capable teams and business growth.

Qualifications & Experience

• Bachelor’s Degree in Marketing Management or Business Management.
• Fully qualified in SLIM or CIM will be preferred.
• More than 5 years of proven experience in the field.
• Proven track record of success in a leadership role within the FMCG industry, particularly in Modern Trade.
• Strong understanding of modern trade dynamics, market trends and customer preferences.
• Strong communication skills in English are essential.
• Experience in key account management and modern trade operations will be an advantage.

Key Responsibilities

• Develop and execute comprehensive sales strategies to achieve targets and drive business growth within the modern trade channel.
• Build strategic relationships with key buyers and drive growth across retail chains through optimized SKU alignment and distribution.
• Optimize promotional spending and display budgets to maximize ROI.
• Manage credit terms in coordination with relevant stakeholders.
• Implement Joint Business Plans (JBPs) with major key accounts.
• Lead commercial negotiations on terms, including margins and payment terms.
• Coordinate listing terms for new product launches.
• Lead and mentor a high-performing team.
• Foster a culture of collaboration, accountability and continuous improvement.
• Analyze market trends, competitor activities and consumer behaviour to identify opportunities and threats.
• Formulate appropriate action plans based on market insights.
• Monitor industry trends, market dynamics and regulatory changes.
• Monitor and analyze sales performance.
• Generate reports and regularly present business insights to senior management.

Required Skills

• Excellent leadership and team management skills.
• Strong communication and interpersonal skills.
• Modern trade and key account management expertise.
• Strong commercial negotiation skills.
• Strategic thinking and data-driven decision-making.
• Analytical mindset with the ability to interpret data for business insights.
• Strong understanding of market trends and customer preferences.
• Ability to inspire and motivate a diverse team.
• Ability to manage promotional investments and commercial terms.
• Strong sales planning and execution capabilities.

Salary & Benefits

• Salary and benefits are not specified in the advertisement.
• Opportunity to take a leadership role within the FMCG modern trade sector.
• Career development opportunities within Diana Group.

How to Apply

Interested candidates should forward their updated CV along with the contact details of two non-related referees to careers@diana.lk.

Please indicate the position applied for in the subject line of the email.

Important Notes

• The position is based in Colombo, Sri Lanka.
• More than 5 years of proven experience is required.
• Previous leadership experience within the FMCG industry, particularly Modern Trade, is expected.
• Strong English communication skills are essential.
• Candidates aged above 45 years are specified in the advertisement.
• A Bachelor’s Degree in Marketing Management or Business Management is preferred.
• SLIM or CIM qualification will be an added advantage.

Job Category: Sales & Marketing, Management, Private Jobs