Category Manager -FMCG

Role Summary

The role holder is responsible for the overall business management of the assigned Category within Everyday Goods - Food and will ensure the development, implementation and management of category business plans to drive revenue growth and maximize profits. The incumbent works with the general manager in developing and executing efficient category strategies and go to market plans to ensure effective brands penetration and development. He develops the annual business plans and defines the strategic priorities of the category. This role requires a deep understanding of the Food Business and the distribution landscape within the FMCG industry.

Responsibilities

• Develop and implement the Annual Business Plan and set volume/value targets and sales projection in coordination with the Head of Category and GM National Sales.- Translate category strategies and directions into well-defined channel category vision, objectives, strategies, and go-to-market plans.- Identify clear category issues vis-vis sales and shoppers and develop channel plans. Construct weighted and numeric distribution plans and ensure total universe coverage.- Discuss, develop and ensure implementation of distribution, promotions, merchandising, investment and pricing strategies for each trade channel and respective categories.- Develop and grow the category sales through sound channel strategies and programs ensuring the achievement of KPIs – Revenue, Gross Profit, Real Margin. Maximize return on investment (ROI) by setting smart objectives and effective spending plans.-Responsible for achieving targeted revenue, market share, and take full accountability of the category P&L.- Manage Principals relationships and build a strong connection based on partnership through regular business reviews, joint business planning, periodic meetings to deliver optimum service level and thus satisfaction.- Lead the creation and launch of NPDs by identifying market needs and proposing innovative product concepts. Develop and implement comprehensive GTM plans to ensure successful, timely launches while meeting all KPIs. Drive cross-functional collaboration to ensure effective execution, communication, and alignment with business goals. Track NPDs performance using customer feedback and sales data to optimize product performance and market impact.- Monitor and track trade expenses, ensure correct financial transactions, and maintain proper provisions and activity request forms.- Coordinate with the Principals and Marketing Team to develop the yearly/quarterly A&P plans to achieve customer penetration strategy and ensure proper trade marketing chores.- Work closely with the marketing, operations, and finance teams to align category strategies with overall business objectives and drive integrated marketing campaigns with a cross-functional approach and mindset.- Conduct monthly/quarterly Business Review meetings with the key customers, and develop joint business growth plans. Build and maintain strong relations with key personnel and decision makers.- Build, sustain and manage relationships with decision makers of company clientele, and ensure customers satisfaction by achieving distribution and quality norms and by meeting optimized service level.- Develops short term and long-term plans for the assigned brand and provides input to management any aspects related to brand planning and development.- Conducts regular visits to the stores to obtain information on sales and product results and any other data which may impact the business, and provides corrective actions whenever requiredEnsures implementation of brand standards across all functions such as retail operations, customer service, product specifics, visual merchandising, etc.- Monitors and analyses sales and commercial information to enhance sales potential and determine buying strategies and requirements for the brand.- Coordinate demand planning through accurate forecasting, maintain inventory control, and manage stocks level in order to minimize losses, markdowns, and improper stock-hold to improve Stock Turns.- Conduct regular meetings with the sales functions to discuss and share insights, set action plans, take corrective measures, and ensure that all the sales activities are applied as per the brand’s guidelines.- Define SMART KPIs to help commercial team maximize their potential being responsible for their personal development, elevate performance and productivity, and ensure targets and objective achievements.- Conduct competitor analysis by keeping abreast of market trends and competitors moves to achieve market share metrics. Continuously analyze market insights, consumer behavior, and competitive landscape to identify opportunities for category expansion and optimization.- Conduct market research and acquires market intelligence through various sources and monitors category and industry trends to drive brand presence enhancement and effective decision-making.People Management:The incumbent is responsible for setting clear objectives and performance targets in collaboration with team members, ensuring alignment with overall organizational goals. This role involves actively mentoring, guiding, and providing direction to the team to cultivate skill development, operational efficiency, and continuous improvement. The incumbent applies structured performance management practices to monitor progress, troubleshoot issues, and drive the team towards achieving periodic KPIs. Through strategic oversight and regular feedback, the incumbent fosters a results-oriented environment, empowering the team to meet and exceed established benchmarks while supporting both individual and collective growth.The role Holder organizes, motivates and directs the brand team, and provides creative solutions. He develops competencies and processes required to create an effective and efficient brand management organization, by creating an enthusiastic and successful environment. The incumbent ensures staff retention and succession planning and provides leadership plans concluded by periodic appraisals.Functional / Technical Competencies:- Defines performance goals at the start of the year in discussion with the Head of Category and ensures that the goals are achieved during the course of the year- Takes ownership of his/her own learning agenda by identifying development needs in consultation with the GM and agreeing on the individual development plan which goes beyond training and development- Keeps abreast of professional developments, new techniques and current issues through continued education and professional growth.- - Principal Relationships Management- Teamwork and Collaboration- Leadership and Motivation- Data Analysis and Analytical interpretation skills- Business Planning and Forecasting- Category and Channel Management- Stock Management and Demand Planning- Sales Operations and Inventory Control- Setting Category Targets and Objectives- Communication and Negotiation Skills- Ms Office proficiencyExperience:Proven experience in category management with a overall 10 years of relevant experience and 3 years in relevant category management role within the FMCG industry. Strong leadership and interpersonal skills with the ability to motivate and develop a team. Excellent communication and conflict resolution skills. In-depth understanding of sales processes across all trade channels in FMCG market.