Commercial Marketing Manager - GMS (Mass Retail)

What makes this a great opportunity?

At the heart of business challenges, the Commercial Marketing team oversees three key areas of expertise: Trade Marketing, Sales Activation, Performance & Category Analysis. These activities span over all our distribution channels: Mass Retailers (GMS), On-Trade (CHR), and Specialist Retailers (Cavistes). The team therefore plays a central strategic role and acts as a connector between Sales, Marketing, and several key external partners.

The GMS Commercial Marketing Manager, with the help and support of one Apprentice, will be in charge of building and rolling out our strategies within the Mass Retail channel to develop the Group’s brands, with a focus on Jim Beam, Laphroaig, and Toki. It is a strategic role at the heart of our growth, aiming to drive commercial performance through high‑impact activations, advanced use of shopper insights/data and a robust category expertise.

Role Responsibilities

Trade Marketing & Brand Activation

• Bring GMS activation/animation expertise to the development of strategic plans, ensuring consistency between trade, brand and retailer strategies.
• Supervise POS ideation, development, production and stocks.
• Build and implement Suntory Global Spirits execution standards in France, in collaboration with International Commercial Excellence teams.
• Define and manage the calendar of key commercial moments to deploy high‑value activations that enhance the shopper experience.
• Manage and track the Trade Marketing budgets and KPIs to maximize ROI.
• Manage relationships with main partners and agencies.

Sales Force Coordination & Enablement

• Provide rich tools, guidelines, and ongoing support to field teams for them to clearly understand our business priorities and how to efficiently work our brands in-store.
• Ensure and challenge field performance through clear KPIs and Objectives.
• Ensure proper field execution and adoption of trade initiatives.
• Identify optimization levers through field feedback and retail expertise.

Performance Analysis & Business Recommendations

• Develop and own business performance reporting within GMS.
• Analyse internal and external data to identify opportunities/risks and feed strategy development with actionable insights.
• Track business KPIs (brands, categories, customers) and measure strategies’efficiency to recommend optimizations.

Category & Retailer Development

• Identify category and customer‑level growth opportunities in collaboration with KAMs.
• Develop category management recommendations based on insights and data.
• Contribute to Joint Business Plans with key retailers.
• Build high‑value client‑focused selling stories.
• Help position the company as a strategic partner to retailers.

Qualifications

Education & Experience

• Master’s-level degree (Bac+5) from a business school, IAE, or university, with a specialization in marketing, business, or commerce.
• 7+ years of proven experience in FMCG (Spirits or Beverages is a plus!).
• Proven experience in Trade Marketing, Category Management and/or Sales (KAM).
• Expert knowledge of mass retail customers and their operating models.
• Experience working in cross functional environments.

Key Skills

• Excellent command of trade marketing and retail management levers.
• Very strong analytical and strategic capabilities.
• Ability to leverage multiple data sources to build strategies and generate business recommendations.
• Excellent communication, leadership and influencing skills (internal & external).
• Results driven mindset with a pragmatic, action driven approach.
• Strong cross functional & collaboration skills.
• High adaptability and agility in a changing environment