Category Manager - FMCG

The Category Manager is responsible for offering critical support to the Senior Category Manager to facilitate the effective implementation of a category (a number of brands) strategy in support of a relevant category sales growth. This is to be achieved through demonstration of thorough understanding and highly effective management of all day to day aspects of the assigned brand(s) to meet agreed annual sales and profit objectives.

Area of Responsibility : Key Activities/Elements :

- Manage category portfolio to provide framework for market share growth

- Creates one and three year strategy documents and the supporting market assessment analysis to provide framework for brand(s) growth.

- Contributes to annual sales flow to facilitate evaluation of annual brand and product sales potential in support of agreed sales and profit target achievement. Identifies product gaps and/or incremental opportunities for growth

- Organizes and conducts frequent and timely reviews of plans to ensure that the brand(s) strategies are effectively and consistently implemented on a campaignly basis in order to meet agreed financial objectives. Makes improvements to plans as required and ensures communication and implementation processes are accurately followed.

- Maximizes brand profitability by conducting regular product screening on all new concepts and offers.

Develop and execute category & Brand plans :

- Prepares frequent and timely analysis and statistical reporting for review with Senior Category Manager to keep brand(s) on track to achieve agreed financial profit objectives. Manages the marketing mix (price, promotion) in partnership with the Campaign & Merchandising Manager, in order to achieve the approved objectives of Gross Sales, Units, Margin and Market Share.

- Is aware of changes in both the internal and external market environment and inputs into plans to safeguard the brand, category, and total business sales and profit performance expectations. Conducts regular analysis and financial reviews to pro-actively identify risks to brands performance and proposes remedial actions to be take to manage these.

- Provides thorough competitors activities analysis for brand(s)

- Ensures smooth running of the brand(s) on a day to day basis through the timely and accurate creation of all leader lists, analysis, briefs, and ad hoc review documents.

- Create Identity for Company stores to ensure strong customer pull

- Create a pleasurable & positive Shopping experience for the consumers by ensuring categories & brands are not cluttered, well spaced and flowed in each brochure

- Ensure Brand shoot & product shoot are as per the global guidelines and is impactful.

- Ensure categories & Brands stores have creative refresh once in quarter with a new brand stories

- Ensure brand & style guidelines are followed every campaign

- Coordinate preparation of and give detail creative briefs in line with the agreed creative direction for the brand and inputs into creative reviews to ensure effective implementation of brief.

New Product Development :

- Identifying consumer needs - feedback into IMI & closely coordinate research/ study to gather more consumer insight

- Lead delivery of New Products in liaison with Regional Team - ensure we meet the newness target for the new with relevant without any secret launches in the brochure. And with proper focus, space & Investment

- Flow the entire NPD process to ensure that new products are timely launched.

Brand Activation's :

- Identifying marketing activities to build the brands and support global strategic priorities

- Support the implementation of Super Hit strategies

- Execute the launch program for new products, brand building actions and strategies, in partnership with Sales, Sales Promotions and Merchandising Teams

- Build Brand through all the touch points - with an integrated plan across all mediums

- Re-energise the core with New launches by ensuring we brand activation are focused on new & inline.

Harmonizing the Product Line :

- Suggest, implement, and monitor innovative actions to improve product line KPIs.

- Conduct Product Line reviews to ensure we are competitive in the market place and at the same time review opportunity to rationalize the product portfolio

- Ensure the yearly SOL target is met for the category without resulting in high obsolescence.

Knowledge, Skills And Abilities :

- Education level and/or relevant experience(s) : Post-Graduation in Marketing with 3-7 years of experience in FMCG/Consumer Durables

- Knowledge and skills (general and technical) : People management skills, Hard core Marketing & selling skills, communication and presentation skills,