Channel Marketing Director, Kazakhstan

Role Overview
Carlsberg Kazakhstan is one of the largest and fastest-growing businesses in the CEEI region, driving growth for the Carlsberg Group with strong local and international brands and expanding exports across Central Asia.
From 2026, Carlsberg Kazakhstan will also become the official Pepsi bottler, opening an exciting new chapter of growth across beer, energy drinks, iced tea, and CSD.
We are looking for a bold, results-driven Channel Marketing Director to lead our trade marketing operations across Kazakhstan and Kyrgyzstan. You will be responsible for responsible for developing and executing trade marketing strategies that strengthen brand presence, accelerate sales growth, and enhance category performance across all channels (modern trade, traditional trade, HoReCa, convenience, e-commerce). This role bridges Marketing and Sales, ensuring that brand plans translate into effective in-market activities and shopper-driven programs.
You will also be a key member of the Carlsberg Kazakhstan Management Team, driving both long- and short-term trade marketing strategy alongside a diverse and ambitious leadership team.

Key responsibilities will be:

• Develop and implement the annual trade marketing strategy and budget aligned with brand, sales, and business objectives.
• Lead planning and execution of shopper marketing initiatives, category programs, and in-store activation across all channels.
• Build channel-specific strategies to drive portfolio visibility, availability, and conversion.
• Analyze market trends, consumer insights, category dynamics, and competitive activity to identify growth opportunities.
• Optimize the beverage portfolio within each channel, recommending assortment, pricing, promotion, and visibility strategies.
• Partner with Sales to develop customer-specific trade programs that maximize ROI and strengthen customer relationships.
• Oversee development and production of POSM, merchandising materials, digital trade content, and promotional tools.
• Ensure flawless execution of trade initiatives by establishing clear guidelines, KPIs, and performance tracking.
• Drive excellence in distribution, shelf presence, and promotional effectiveness through regular in-market visits.
• Manage trade marketing budget, ensuring efficient allocation and strong return on investment.
• Track and analyze campaign performance, providing actionable insights and improvement plans.
• Conduct post-evaluation for trade activities, promotions, and new product launches.
• Collaborate closely with Marketing, Sales, Supply Chain, Finance, and Category teams to ensure alignment and seamless execution.
• Lead and develop a high-performing trade marketing team.
• Serve as the key contact for distributors and major retail partners on trade marketing initiatives.

Requirements:

• Bachelor’s or Master’s degree in Marketing, Business Administration, or related field; MBA preferred.
• 10+ years of trade marketing, or commercial experience within FMCG, beverages, or consumer goods.
• Proven track record of leading successful in-market activations and delivering measurable commercial results.
• Solid command of category management tools, market analysis, and retail metrics.
• Experience managing agencies, vendors, and cross-functional projects.
• Advanced analytical skills and data-driven decision-making.
• Results-oriented and proactive.
• Creative, innovative, and shopper-centric mindset.
• Experience in franchise or partnership models (PepsiCo/PLI) is an advantage.
• Fluent English, Russian language and knowledge of KZ/UZ/KG markets is an advantage.