Channel Manager
Can you build a Route-to-Market strategy capable of unlocking thousands of new retail opportunities?
Do you understand how to turn distributor networks, field sales teams and fragmented retail into sustainable commercial growth?
Want the opportunity to shape how one of the world's biggest energy drink brands expands across Nigeria?
Monster Energy is looking for a Channel Manager – Fragmented Trade to help accelerate the next phase of our growth across Nigeria.
This isn't simply about managing sales.
It's about building the commercial engine behind them.
The Company
Monster Energy doesn't do conventional.
Since launching in 2002, we've grown from an ambitious energy drink brand into a global beverage business built around bold brands, innovation and a culture that moves differently.
Today, Monster Energy Company generates more than $8bn in annual global sales , with international markets becoming an increasingly important part of our growth story.
And we're not slowing down.
Nigeria represents an exciting opportunity for Monster, and we're continuing to invest in the people, partnerships and commercial infrastructure needed to take the business to the next level.
That's where you come in.
The Opportunity
Nigeria has an enormous and highly fragmented retail universe.
Your challenge is to help Monster reach more of it.
Reporting to the Country Business Director , you'll take ownership of Monster's national Fragmented Trade strategy , working closely with our bottling partner, distributors and field sales teams to transform how Monster Energy and Predator reach consumers across Nigeria.
You'll look beyond today's distribution network and ask:
Where aren't we? Where should we be? And how do we build the Route-to-Market capability to get there?
You'll analyse territories, identify white-space opportunities and coverage gaps, strengthen distributor capability and help build a sales model capable of delivering greater availability, visibility and execution at outlet level.
From the distributor warehouse to the final point of purchase, you'll help create the system that enables Monster to grow.
What You'll Own
Develop and execute the national Fragmented Trade channel strategy . Optimise the bottling partner's Route-to-Market model , including territory coverage, call frequencies, service levels and salesforce effectiveness. Identify white-space opportunities and expand Monster's reach into priority outlets and underserved territories. Build a segmented retail universe and determine where the biggest opportunities for growth exist. Accelerate numeric distribution, outlet penetration and SKU availability across Nigeria. Establish world-class execution standards across availability, visibility, pricing, merchandising and cold availability . Use sales, depletion, distribution and execution data to turn market insight into commercial action. Partner with Trade Marketing and field teams to deliver high-impact retail activations, launches and visibility programmes. Coach and develop distributor sales teams through training, field accompaniment and best-practice execution. Ensure commercial investment and resources are deployed where they'll have the greatest impact. Become Monster's national champion for Fragmented Trade execution excellence .
What We're Looking For
We're looking for someone who understands that great Route-to-Market isn't just about putting more salespeople on the road.
It's about building the right commercial model.
You'll ideally bring:
8+ years' commercial experience within FMCG, beverages, consumer goods or a Route-to-Market environment. At least 3 years' experience leading RTM expansion, transformation or implementation . Strong understanding of Nigeria's Fragmented / Traditional Trade landscape. Experience working with bottling partners, distributors and field sales organisations . A track record of growing volume, distribution, outlet coverage or market share . Strong analytical and commercial capability – comfortable turning data into clear action. The ability to influence senior stakeholders and partner organisations without relying on direct authority. Experience developing sales capability and raising execution standards across distributor networks. The confidence to operate nationally and travel extensively across Nigeria. Experience within beverages, energy drinks or a multinational FMCG environment would be particularly valuable, but just as important is the mindset - Entrepreneurial. Commercial. Analytical. Hands-on. Someone who can see the opportunity in a market, build the plan and then get into the field to make it happen.
Why Monster?
This is an opportunity to influence how Monster grows across one of Africa's most exciting consumer markets.
You won't inherit a finished model.
You'll help build it.
You'll have the opportunity to influence national Route-to-Market strategy, work directly with senior commercial leadership and shape how Monster Energy and Predator reach consumers across Nigeria.
If you're excited by building markets rather than simply managing them , we'd love to hear from you.
📧 Interested? Click Apply or message me directly to find out more.
The Advocate Group is the exclusive talent partner for Monster Energy. All direct or third-party applicants will be forwarded to The Advocate Group for processing.
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