Senior Category Manager

Job Summary

The Senior Category Manager is responsible for developing and executing the overall strategy and commercial performance of assigned categories and brands. The role combines category management, brand development, marketing, trade marketing, pricing, assortment, supplier management, and financial planning to drive sustainable sales, profitability, market share, and category growth.

Job Duties & Responsibilities

1. Strategic Category Management

• Develop and execute category strategies in alignment with company and supplier objectives.
• Define annual business plans (AOP) per brand/category with clear financial targets (LV, IMS, Margin, DOS, and Working Capital).
• Conduct market analysis to identify trends, opportunities, and risks.
• Lead pricing, assortment, and positioning strategy to ensure competitiveness and profitability.
• Drive innovation pipeline management in collaboration with suppliers and marketing.
• Monitor performance per account, per SKU, ensuring sustainable growth and healthy stock levels.

2. Marketing Strategy & Brand Building

• Build and implement comprehensive marketing plans (ATL, BTL, digital, and PR) per brand and per market.
• Ensure brand consistency, identity, and visual guidelines across all touchpoints.
• Collaborate with supplier marketing teams to secure budgets, approvals, and materials.
• Manage consumer research, market insights, and competitive benchmarking.
• Oversee media planning, influencer partnerships, and content development aligned with brand objectives.
• Track marketing ROI and ensure alignment with business KPIs.

3. Trade Marketing & Channel Development

• Develop trade marketing plans per channel (Modern Trade, Traditional Trade, E-Commerce, HORECA, Baby Specialty, etc.).
• Manage visibility programs, planograms, POS materials, and activation calendars.
• Lead joint business planning with key accounts to improve sell-out performance.
• Define trade investment guidelines and promotional calendars in coordination with sales and finance.
• Implement sell-out trackers, retailer dashboards, and post-promotion analysis to measure impact.
• Strengthen channel strategies and ensure perfect execution at the point of sale.

4. Cross-Functional Leadership

• Lead and coach the Category, Marketing, and Trade Marketing teams to ensure alignment and collaboration.
• Work closely with Sales, Finance, and Supply Chain to drive 360° category performance.
• Ensure alignment with suppliers through regular business reviews and performance tracking.
• Support HR in building capabilities and succession plans within the team.

5. Financial Management

• Manage P&L per category and ensure achievement of budgeted sales, margin, and spend efficiency.
• Monitor marketing and trade budgets, ensuring optimal allocation and ROI.
• Track key financial metrics (AOP targets, NRM, trade spend, and brand contribution).

6. Reporting, Governance & Process Excellence

• Lead Monthly and Quarterly Business Reviews (MBR/QBR) with management and suppliers, providing clear visibility on performance and corrective actions.
• Ensure accurate, timely, and standardized reporting across all functions — Category, Marketing, and Trade Marketing — covering LV, IMS, Sell-Out, DOS, and budget utilization.
• Maintain compliance with all internal policies, approval matrices, and governance frameworks.
• Develop, document, and continuously improve SOPs, policies, and procedures relevant to Category Management, Marketing, and Trade Marketing functions to ensure consistency, transparency, and operational efficiency.
• Coordinate with HR and Finance to align processes such as budget approvals, promotions, pricing changes, and supplier support workflows.
• Drive process standardization across all business units and geographies to strengthen control and ensure uniformity in execution.
• Ensure periodic audits and reviews of process adherence and recommend corrective measures for improvement

Job Requirements:

Education

• Bachelor's Degree in Marketing, Business Administration, or a related field. MBA or advanced degree is highly desirable.
• Years of Experience
• Minimum of 10+ years of progressive experience in Commercial, Marketing, or Category Management within the FMCG sector.

Knowledge

• Deep knowledge of the FMCG/CPG industry, retail channels, modern trade practices, and brand building methodologies. Proficient in P&L management and financial planning (AOP).
• Technical Skills
• Proficient in financial metrics tracking (NRM, Trade Spend, Margin). Strong analytical skills in market analysis, data interpretation, and category reviews.

Soft Skills

• Strategic and Analytical Mindset, Excellent leadership and Cross-functional Collaboration, Strong Negotiation and Communication skills, and data-driven decision-making ability.
• Tools/Systems
• High proficiency in MS Office Suite (especially Excel and PowerPoint). Experience with ERP systems and Business Intelligence (BI) tools (e.g., Power BI, Qlik Sense, Nielsen ) is essential.