Category Manager (Dairy)

Position           : Category Manager (Dairy)

Department : Sales

Reports to       : Chief Commercial Officer

Location : Shah Alam

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Role Overview

We are a leading foodservice distributor committed to delivering high-quality food products, innovative solutions, and exceptional service across Malaysia. As part of our growth strategy, we are expanding our dairy category to meet evolving foodservice market needs.

 This role owns the category strategy and commercial proposition for the dairy portfolio, including cheese, butter, cream, milk, cultured dairy products, and related chilled or frozen products. The role sets portfolio direction, strengthens principal relationships, and equips Sales with the products and commercial tools needed to grow the category.

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Job Responsibilities:

Category Strategy & Portfolio

• Build annual category and brand growth plans aligned with the Company’s commercial objectives.
• Define portfolio, channel, positioning, and route-to-market priorities; recommend new brand or SKU onboarding and rationalization for CCO approval.

Market Intelligence & Growth

• Track dairy market trends, competitor activities, customer needs, and white-space opportunities.
• Work closely with Sales to identify category penetration opportunities and translate market insights into growth actions.

Supplier & Principal Management

• Build and maintain strong dairy supplier and principal relationships, including joint business plans and performance reviews.
• Lead portfolio direction and product sourcing while ensuring food safety, Halal, allergen-labelling, cold-chain, shelf-life, and Company requirements are met.

Commercial & Performance Management

• Lead base pricing, margin architecture, inventory targets, and activation planning; monitor sales, margin, stock turns, shelf life, and wastage.
• Develop and table commercial, pricing, portfolio, and activation proposals to the CCO for approval.

Sales Enablement & Activation

• Equip Sales with the right dairy products, unique selling points (USPs), pricing guardrails, product knowledge, application guidance, and commercial tools, working closely with Business Development and Marketing.
• Lead product launch and activation plans, including presentations, tastings, and application demonstrations, while Sales leads customer negotiation and conversion.

Demand Planning & Cross-Functional Collaboration

• Co-own forecasting, demand planning, and slow-stock action plans with Sales, Purchasing, Supply Chain, and Warehouse teams.
• Support customer-specific opportunities and account plans, and present category performance, risks, and recommended actions to management.

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Job Requirements:

• Bachelor’s degree or Diploma in Business, Marketing, Food Science, Food Technology, Culinary Arts, or a related field.
• Minimum 5–8 years’ experience in category management, brand management, purchasing, commercial sales, or product development within the dairy, chilled food, or foodservice sector.
• Strong commercial acumen with proven experience in category strategy, pricing, margin management, inventory planning, and supplier or principal relationships.
• Good knowledge of dairy products, foodservice applications, cold-chain handling, food safety requirements, and market trends.
• Excellent communication, negotiation, and interpersonal skills.
• Proficient in Microsoft Office; experience with ERP systems (e.g. SAP) is an advantage.
• Willingness to travel within Malaysia.