Category Manager

To support the Manager Trade Marketing in executing all trade marketing activities for assigned categories and ensuring smooth execution of these activities.

To handle sales and operations for the business unit and liaise with the sales team to conduct promotion activities and achieve agreed volumes, market executions and OSA targets.

Key Responsibilities

1. Work in close coordination with the Manager Trade Marketing to develop the RTM strategy document to implement the operating plan and strategy needed to achieve the assigned categories’ business targets.
2. Support the Head Sales – Modern Trade and Manager – Trade Marketing in developing the short-term and long-term channel sales strategy for Modern Trade customers.
3. Ensure daily issuance of sales tracking reports at category level and monthly updation of targets based on aligned forecast to drive sales objectives at category level.
4. Maintain the customer master database and ensure all relevant documents like trade license, passport copy as well as the credit limit of the customer are validated before entering the details in the master database.
5. Ensure data in the customer database is accurate, consistent and in agreement with all the relevant stakeholders.
6. Create and analyze customer master data reports to study customer trends.
7. Coordinate with the sales team in the region and ensure employees have appropriate training and understanding of MIS for accuracy of the customer master database.
8. Ensure annual updation of RTM document.
9. Maintain a high field capability score (FCS) by ensuring effectiveness of the various field activities and provide suitable training to sales representatives to increase the score.
10. Drive FCS across assigned markets through daily issuance of FCS Tracker and organize monthly review sessions with sales team to track the performance on an ongoing basis.
11. Ensure on-shelf availability (OSA) and issue and track reports for GT and MT at the category level.
12. Ensure effective coverage targets are met at a regional level, confirm that all retailers in the region are being catered to, track reports and present the same to the relevant stakeholders.
13. Support Manager – Trade Marketing in the development and production of promotional displays and point of promotion across channels.
14. Track Trade Marketing expenses as per the plan agreed for category for the execution at customer level. Visit markets with the Manager – Trade Marketing and audit the merchandising and trade marketing execution in the Modern Trade stores and outlets.
15. Formulate journey plans for sales persons and plan an effective sales route to ensure maximum coverage.
16. Forecast and plan the coming months’ targets and assist the category teams in cascading of targets to the sales representatives.
17. Work closely with sales team to ensure trade marketing strategies are aligned with sales objectives.
18. Prepare quarterly and monthly business review reports and presentations by coordinating with the relevant departments.
19. Oversee development of appropriate systems and policies to enable capability development of employees.
20. Allocate work to subordinates, nominate for training as per guidelines, conduct performance reviews and manage leave and overtime to ensure efficiency.
21. Drive the engagement and satisfaction of the team through holding periodic meetings to discuss achievements and address any employee issues and/or concerns. Build an effective, efficient and motivated team.
22. Supervise direct reportees in their day-to-day tasks and guide them in managing their performance by providing appropriate feedback and counselling. Provide recommendations to HR on hiring and promotions.

KPIs

1. On-shelf availability (OSA)
2. Achievement of annual sales target
3. Development of RTM documents and bi-annual updation
4. Setup coverage as per RTM
5. 80% ECO of direct coverage
6. TMI Budget management & Maintenance in Siebel
7. Forecast Accuracy
8. Stock Freshness

Work Experience Requirement

6+ years of related experience including specific trade marketing experience within the FMCG industry.

Qualification

• Bachelor’s in Marketing
• MBA or Post-Graduate Diploma in Management with specialization in Marketing from a reputed university is preferred.

Knowledge Requirements

1. Value Chain Management
2. Trade Marketing and Category Management
3. Sales and Distribution Strategy Management
4. Consumer Behavior B2B and B2C
5. Knowledge of International and/or Local Laws and Regulations