Office location: Makati

Work Setup: Full onsite

Schedule: Monday to Friday, Dayshift

Role Overview

The Category & Shopper Development Lead drives category growth and shopper-centric strategies by translating consumer and retail insights into actionable business plans. The role partners closely with Sales, Brand, and Trade teams to enhance retail execution, strengthen route-to-market strategies, and deliver sustainable growth across channels.

Qualifications

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  Bachelor's degree in Business Administration, Management, Marketing, Economics, or a related field; Master's degree is an advantage.
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  Minimum of 5 years of experience in Category Development, Shopper Marketing, or Trade Marketing within the FMCG or food & beverage manufacturing industry.
  
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  Strong expertise in category management, shopper behavior, retail execution, and trade data analysis.
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  Proven experience in developing and implementing Route-to-Market (RTM) strategies and channel development initiatives.
  
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  Experience managing both General Trade and Modern Trade channels.
  
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  Strong background in below-the-line (BTL) marketing, promotions, activations, and nationwide execution programs.
  
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  Excellent analytical, strategic planning, stakeholder management, and presentation skills.

Key Responsibilities

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  Develop category and shopper strategies aligned with brand objectives, consumer insights, and channel dynamics.
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  Translate shopper insights into actionable category growth plans, selling stories, and retail execution strategies.
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  Lead trade marketing planning, including annual calendars, promotions, activations, displays, and channel-specific programs.
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  Design and implement Route-to-Market (RTM) and channel development initiatives to improve market coverage and execution.
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  Drive category reviews and business recommendations using trade, shopper, and market data.
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  Establish performance measurement frameworks and conduct post-activity evaluations to identify opportunities for improvement.
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  Partner with Sales, Brand, Trade Marketing, and other stakeholders to ensure alignment and effective execution of initiatives.
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  Support General Trade and Modern Trade channel strategies to maximize category growth and shopper engagement.
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  Lead business reviews and present category insights, recommendations, and performance updates to management.
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  Champion continuous improvement through data-driven decision-making and cross-functional collaboration.