Channel Manager

The Advocate Group is proud to be exclusively partnered with Monster Energy, supporting a key strategic hire as the business accelerates its growth across Italy.

This is a pivotal role focused on building and shaping the Out-of-Home (OOH) channel from the ground up in a market where there is significant untapped opportunity. With strong momentum in modern trade, the next phase of growth is firmly centred on winning in OOH and this hire will be at the forefront of that journey.

Based in Milan, you’ll take ownership of defining the channel strategy, influencing execution through bottler and internal stakeholders, and ultimately driving share across key sub-channels including Horeca, petrol, vending, wholesalers and independent stores.

The Role

This is a high-impact, highly visible position combining strategy with hands‑on execution.

You will:

• Define and lead the Out-of-Home channel strategy across Italy
• Identify and prioritise key sub‑channels, building clear execution roadmaps
• Partner closely with bottler stakeholders to drive alignment and performance
• Influence field teams (TDMs) through Regional Field Managers – not direct line management
• Lead market visits, shaping coverage models and route‑to‑market effectiveness
• Develop execution standards across priority channels such as:
• Horeca
• Petrol stations
• Vending
• Ethnic & independent outlets
• Work cross‑functionally to ensure the right tools, materials and activations are in place
• Analyse performance and implement corrective actions to drive distribution, visibility and rate of sale

This role is critical in bridging strategy and execution, ensuring plans translate into tangible in‑market impact.

What Success Looks Like:

• Growth in Out‑of‑Home market share across Italy
• Clear sub‑channel prioritisation and structured execution
• Strong alignment between strategy, bottler execution and field activity
• Improved distribution, cooler productivity and in‑store visibility

About You

We’re looking for a commercially sharp, field‑oriented operator who thrives in building environments.

You will likely bring:

• 5–7 years’ experience in FMCG (ideally beverages)
• Background in Sales, Trade Marketing or Channel Development (ideally a blend)
• Proven ability to run projects end‑to‑end within a channel
• Experience working with key accounts and senior stakeholders
• Strong understanding of Italian market dynamics and regional differences
• A hands‑on, execution‑first mindset with the ability to influence without authority
• Fluency in Italian and strong English communication skills are essential, along with the ability to operate effectively in a fast‑paced, evolving business.