Category & Shopper Development Lead

Location: Makati

Work Setup: Onsite

Work Schedule: Monday to Friday | 8:00 AM – 5:00 PM

Note: Work schedule may revert to Monday–Saturday based on management's discretion.

Job Summary

The Category & Shopper Development Lead is responsible for developing category growth strategies and shopper-focused initiatives that drive business performance across retail channels. This role leverages shopper insights, market data, and cross-functional collaboration to strengthen category performance, optimize trade marketing activities, and enhance in-store execution.

Key Responsibilities

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  Develop category and shopper strategies aligned with brand objectives, consumer behavior, and channel dynamics
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  Translate shopper insights into actionable retail strategies, selling stories, and in-store execution plans
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  Lead trade marketing initiatives, including annual activity calendars, promotions, displays, activations, and channel-specific programs
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  Analyze trade performance, shopper behavior, and category data to identify business opportunities and recommend improvements
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  Establish performance metrics and evaluate the effectiveness of trade and shopper marketing initiatives
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  Prepare post-activity reviews and provide insights to support continuous improvement
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  Collaborate with Brand, Sales, Trade Marketing, and Commercial teams to ensure alignment of business strategies
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  Lead category business reviews and provide data-driven recommendations to stakeholders

Qualifications

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  Bachelor's degree in Business Administration, Marketing, Management, Economics, or a related field
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  Master's degree is an advantage
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  Minimum of 5 years of experience in Category Development, Trade Marketing, or Shopper Marketing within the FMCG or beverage industry
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  Strong knowledge of category management, shopper marketing, retail execution, and trade analytics
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  Experience analyzing market, shopper, and sales data to support business decisions
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  Excellent analytical, communication, and stakeholder management skills

Preferred Qualifications

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  Experience in leading FMCG or beverage companies
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  Exposure to category management tools, syndicated market data, and retail analytics platforms
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  Strong background in cross-functional commercial planning