Category Manager

Role Overview

The Category Manager is accountable for managing the business aspects of the assigned Everyday Goods - Food category. The position involves developing, executing, and managing category business plans aimed at revenue growth and profit maximization. Collaboration with the general manager is essential to formulate and implement effective category strategies and market approaches to boost brand penetration and expansion. A strong understanding of the Food Business and FMCG distribution channels is crucial.

Key Responsibilities

• Prepare and execute the Annual Business Plan, setting volume, value targets, and sales forecasts coordinated with the Head of Category and National Sales GM.
• Translate category strategies into channel-specific visions, objectives, strategies, and go-to-market plans.
• Identify category challenges related to sales and shopper behavior and develop channel-focused plans including numerical distribution targets covering the full market universe.
• Design and enforce distribution, promotional, merchandising, investment, and pricing strategies tailored for each trade channel and category.
• Drive category sales growth through robust channel strategies aimed at achieving KPIs such as Revenue, Gross Profit, and Real Margin, while optimizing return on investment with smart objectives and efficient budgets.
• Assume full accountability for category P&L including attaining revenue and market share goals.
• Manage relationships with Principals through regular business reviews, joint planning, and meetings to enhance partnership and service levels.
• Lead new product development efforts by identifying market demands and proposing innovative products with complete go-to-market plans ensuring on-time launches and meeting all KPIs; monitor performance with customer feedback and sales data.
• Oversee trade expense tracking and ensure financial accuracy and compliance with provisions and approvals.
• Coordinate with Principals and Marketing teams on annual and quarterly A&P plans to fulfill customer penetration strategies and ensure proper trade marketing activities.
• Work cross-functionally with marketing, operations, and finance to align category strategies with overall business goals and deliver integrated marketing campaigns.
• Conduct regular business review meetings with key customers, develop collaborative growth plans, and build strong relationships with key personnel and decision-makers.
• Maintain high customer satisfaction by meeting distribution and quality standards and optimizing service delivery levels.
• Prepare both short-term and long-term brand plans, providing strategic input related to brand development.
• Visit stores regularly to gather sales and product data to support corrective actions as needed.
• Ensure consistent implementation of brand standards across retail operations, customer service, product specifications, and visual merchandising.
• Analyze sales and commercial data to identify opportunities for sales improvements and determine purchasing strategies.
• Coordinate demand planning by forecasting accurately, maintaining inventory control, and managing stock levels to reduce losses and improve stock turnover rates.
• Hold regular meetings with sales teams to share insights, set action plans, and ensure all sales activities comply with brand guidelines.
• Set SMART KPIs for the commercial team and support their personal development to boost performance, productivity, and target achievement.
• Conduct competitor analysis by monitoring market trends and competitor activity to meet market share objectives.
• Gather market intelligence through research to track category and industry trends and enhance brand presence and decision-making.

People Management

The incumbent defines clear performance objectives in partnership with team members, aligning efforts with wider company goals. This role includes mentoring and guiding team members to enhance skills, operational effectiveness, and ongoing improvement. Structured performance management is applied to monitor progress and overcome challenges with regular feedback encouraging a results-driven culture. The manager leads and inspires the brand team, fostering an environment conducive to creativity and success. Responsibilities also include competency development, process improvement, staff retention, succession planning, and periodic performance appraisals.

Technical Competencies

• Set and achieve performance goals in coordination with the Head of Category.
• Commit to personal development with a learning plan agreed with management encompassing more than formal training.
• Stay updated with industry advancements, new methodologies, and relevant issues through continued education.
• Expert at managing Principal relationships.
• Strong teamwork and collaboration skills.
• Effective leadership and motivational capabilities.
• Skilled in data analysis and interpreting business information.
• Experienced in business planning and sales forecasting.
• Proficient in category and channel management.
• Competent in stock management and demand planning.
• Knowledgeable in sales operations and inventory control.
• Adept at setting category targets and objectives.
• Strong communication and negotiation skills.
• Proficiency in Microsoft Office applications.