The Category Manager develops and implements strategies to grow sales and profits for a product category. Key tasks include analyzing market trends, forecasting sales, managing budgets, and working with other teams. The role also involves leading trade plans, tracking results, and building strong stakeholder relationships.
Responsibilities:
1. Strategic Category Development
- Define and drive overall category strategy, roadmap, and positioning across all brands under the assigned category.
- Identify market trends, consumer insights, and business opportunities to grow category share and penetration.
- Develop mid- and long-term category growth plans aligned with company’s business objectives.
2. Commercial Planning & Forecasting
- Lead the bottom-up planning process and sales forecasting for the entire category.
- Balance brand objectives, inventory flow, pricing strategies, and channel needs to optimize profitability and growth.
- Coordinate with cross-functional teams (Sales, Supply Chain, Finance) to ensure forecast accuracy and optimal inventory levels.
3. Budget Management & ROI Optimization
- Set and control the category’s annual budget allocation across brands, channels, and campaigns.
- Track ROI for trade and consumer marketing investments, reallocate funds to maximize business results.
- Develop financial models and simulations to support pricing, promotions, and new product initiatives.
4. Channel & Trade Strategy
- Lead collaboration with Key Accounts and Sales team to build category trade strategies per channel (MT, GT, Ecommerce…).
- Ensure best-in-class execution in-store and online, aligning trade marketing plans with sales objectives.
- Monitor competitive activity and propose tactical actions to maintain market leadership.
5. Team & Brand Leadership
- Manage and coach Brand Operation Managers and/or Business Development Executives within the category team.
- Guide brand planning, innovation roadmap, and BTL activities for individual brands under category scope.
- Drive cross-functional alignment between Marketing, Sales, Logistic and Supply Chain to deliver integrated business results.
6. Performance Monitoring & Reporting
- Set performance KPIs and targets for brands and accounts within the category.
- Lead monthly/quarterly business reviews, analyze performance gaps, and define action plans.
- Deliver regular reports to top management and regional/global partners when required.
7. Stakeholder Collaboration
- Act as key contact point between company and brand owners/suppliers in developing annual plans, pricing strategies, and marketing directions.
- Represent category in strategic meetings, negotiations, and innovation discussions.
