tti

Channel Marketing Manager - CCA

Show
The primary function of this role is to strategically align Sales with overarching Marketing and Business objectives across the Caribbean and Central America (CAR/CAM) region, aggressively driving market penetration and expansion while ensuring sustained profitability.

Job Description:

This position is responsible for developing and executing channel marketing strategies across all routes to market, including Retail, Industrial/Construction (IC), Trade-specific channels, Distribution, and E-commerce.


Success in this role requires deep, hands on expertise in CAR/CAM markets. This is not a traditional marketing role candidates must bring practical, in market knowledge of commercial dynamics, regulatory environments, and go to market realities, and must be able to translate that knowledge into actionable, results-driven strategies.


This role is an individual contributor with strong cross-functional influence and future potential for team leadership.

Key Responsibilities


1. Regional Strategy & Commercial Execution

  • Develop and execute channel marketing strategies tailored specifically to Caribbean and Central America markets.
  • Align closely with Sales (IC and JSS) to drive execution that delivers market penetration, share gain, and profitable growth.
  • Identify and activate business opportunities across all channels (Retail, Distribution, Trade Specific and E-commerce).
  • Translate regional market realities into actionable go to market strategies, avoiding one size fits all approaches.
  • Support annual business planning, including channel strategies, growth initiatives, and commercialization priorities.

2. CAR/CAM Market Expertise (Core Requirement)

  • Act as a subject matter expert on Caribbean and Central America commercial environments, including: Importation processes, Product certifications and local compliance requirements. Regulatory frameworks and market access constraints, Distributor and channel structures, Competitive landscape, Customer expectations and purchasing behavior, End-user needs across Pro Trades.
  • Apply deep market knowledge to influence product positioning, pricing, assortment, and promotional strategies.
  • Identify market barriers and proactively develop solutions to enable product access, compliance, and adoption.

3. Channel & Portfolio Management

  • Recommend optimal product assortment and channel mix based on local demand, competitive positioning, and distribution realities.
  • Partner with Product Marketing to ensure portfolio decisions reflect regional constraints and opportunities.
  • Evaluate and support pricing strategies, promotional plans, and program effectiveness across markets.
  • Drive execution of channel specific programs (promotions, merchandising, distributor activations, sell in tools, etc.).

4. New Product Commercialization

  • Lead and support regional launch execution for new products, ensuring alignment with local requirements.
  • Identify and address launch barriers related to: Certifications and compliance, Importation restrictions, Channel readiness, Customer adoption dynamics
  • Ensure successful sell in and sell through strategies across diverse CAR/CAM markets.

5. Cross-Functional Collaboration

  • Partner closely with Sales, Product Marketing, Finance, Supply Chain, Demand Planning, Customer Supply Chain, Legal, and Compliance teams.
  • Align demand planning, promotional strategies, and commercialization efforts with regional realities.
  • Provide visibility to internal stakeholders on market trends, risks, opportunities, and execution gaps.

6. Field Engagement & Market Connectivity

  • Travel across Caribbean and Central America to maintain first hand understanding of market conditions and execution.
  • Build strong relationships with Sales teams, distributors, and key customers.
  • Continuously refine strategies based on in market insights and feedback.

Required Qualifications:

  • Bachelor’s degree in Marketing, Business, or related field.
  • Fluent in Spanish and English (required).
  • Must have worked directly with Caribbean and/or Central America markets, with hands on experience engaging with commercial teams and customers in the region.
  • Proven experience managing or navigating: importation processes, product certifications, regulatory and compliance requirements in LATAM markets.

Minimum:

  • 3+ years of relevant experience (Associate level), or
  • 5+ years of relevant experience (Manager level) in Channel Marketing, Trade Marketing, Sales, or Commercial Strategy.
  • Strong understanding of: Distribution and channel structures in CAR/CAM, Pro Trades and end-user behavior, Competitive dynamics in emerging LATAM markets.
  • Strong analytical and problem solving skills; ability to translate data and field insights into action.
  • Excellent project management and organizational skills.
  • Strong communication and cross-functional collaboration capabilities.
  • Advanced proficiency in Excel and PowerPoint.
  • Ability to travel ~20% internationally within CAR/CAM.

Preferred Qualifications:

  • Experience across multiple channels (Retail, IC, Distribution, Trade, E-commerce).
  • Experience working with distributor driven markets.
  • Exposure to market entry strategies and channel development in LATAM.
  • Portuguese is a plus.
  • Demonstrated ability to operate effectively in complex, fragmented LATAM markets.
  • Deep understanding of how regulations, importation, and channel structures impact commercialization.
  • Strong field credibility ability to influence Sales teams based on real market knowledge.
  • Ability to balance strategic thinking with hands on execution in diverse markets.
  • Proven track record of adapting global or regional strategies to fit local CAR/CAM realities.

Milwaukee Tool is an equal opportunity employer.