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1. JOB DETAILS
JOB TITLE
COMPANY | BUSINESS UNIT
Category Manager
L’Oréal Pakistan| CPD
2. JOB OBJECTIVE:
Under the direction of National Trade Marketing Manager, Category Manager develops and implements the overall strategy for a product category and channel development and researches new product options in the category to drive sales and achieve business targets. Leads the field and distributor team that provides category insights and proposals by analyzing marketing and customer data and monitoring relevant market conditions.
4. KEY ACCOUNTABILITIES:
Description
Key Result Areas
Strategic Contribution:
- Contribute to the development of Trade Marketing strategy for a specific category to contribute towards brand growth targets across channels in line with business objectives.
- Design and implement practical Sales, Business Development and Retention strategies.
- Effective, timely, and accurate contribution and implementation of the Trade Marketing strategy for all product lines in line with the company’s strategy.
Category Management
- Position the division as the key strategic growth partner on specified category across retail.
- Lead category planning, range reviews, new product development ranging and space/range optimization along with providing recommendations on promotional guidelines and retailer specific strategies.
- Delivery of compelling Insights, analysis and research findings to retailers to drive alignment and implementation of category growth driving plans.
- Execution of brand marketing strategy into impactful retailer programs to achieve commercial/sales targets for specific category.
- Contribute to the development of category projects and manages implementation at aligned JBP stores with Store P&L Projection by Category Project.
- Develop Customer selling story along with NTMM for category & ensure category unit SKU wise planning based on market potential.
- Create plans for retailers to ensure L’Oréal is taken as preferred partner for retail segment to ensure our in-store visibility is valorized.
- Ensure best in class execution of category and launch priorities at all channels.
- Smooth and efficient execution of new launches and marketing activities.
- 100% Achievement of Sales/Commercial Target as budgeted
- 100% best in class execution and visibility
Channel Management
- Recommends and cascade Key accounts & Channel framework post agreement with all stakeholders and monitoring of implementation along with NKAM and CATMAN
- Responsible for ensuring excellent execution of all shopper marketing tactics in store, including POS(permanent and temporary), displays, merchandising programs, loyalty programs, coupons, sweepstakes, sponsorships and more.
- Execute O+O plans in coordination with Sales & Marketing teams and pitch the same to customers to fully potentialize the Omni Channel Space
- Tracking and improving promotional grids to ensure flawless execution of retailer specific promotions.
- 100% best in class execution of new channel plans (e.g. Cosmetic, OTC)
- No. of best expression cosmetic stores roll out via AGC
- No. of Cosmetic Beauty/Tuck Shops roll out via GT Distributors
Functional Policies Compliance and Guidelines:
- Track customer contracts and ensure compliance on their category including % SOS, Secondary Sales and category projects.
- Ensure compliance of trade plans as per company policy. Ensure post-performance analysis and recon of activities in line with company policies.
- Monitor vendors’ performance and adherence to contractual terms throughout the relationship.
- 100% assurance of trading terms, policies and guidelines.
- Timely recon and post ROI analysis
Budget Management & Forecasting:
- Participate in assigned category forecasting by channel with business planners and demand planning team, attend forecasting, pre validation and Forecast validation meetings on monthly basis.
- Ensure account/channel wise profitability of assigned category via monthly update of trade spend.
- Ensure tracking of budgets to stay within allocated trade spend each month with zero overspend.
- Ensure saving on trade spend budget Year on Year to reduce gross to net spends.
- Implement and improve processes to link all marketing activities with the activities of the commercial team via effective sales cycle planning.
- Ensure budget is within allocated % each month with Zero overspend
- Saving as per aligned business objectives.
- Achieving P&L as budgeted
- Timely submission of budgets for all product lines.
- Variance between actual and budgeted cost.
Business Development:
- Identify business-specific cross-sell and upsell opportunities.
- Executes customer engagement programs, including but not limited to promotional activity, new product launches, B2C directed programs and ensuring all ATL media planning are aligned with BTL activities.
- Develops impactful presentations for sales proposals, custom account marketing to drive incremental business
- Channel Expansion & Excellence of his/her specified channel via Development of visibility & engagement tools.
- Achieving business expansion/ growth target
- Increase in market share
- Development at least one Project in each assigned channel
Business Report(s) Development & Professional Recommendations:
- Collect and interprets custom / syndicated market research to anticipate competition, market trends and translate consumer/shopper attitudes into new business and branding direction.
- Evaluates and analyzes trade results and makes recommendation to NTMM for timely modifications.
- Understand P&L implications regarding the business so that more effective plans can be built which creates a win-win.
- Bring field intelligence and give useful recommendations to NTMM to define brand-specific activity programs with marketing and other cross functional departments including Supply Chain & Finance.
- Adequacy of advice, recommendations and implementation support provided to the line manager and functional head.
- Accuracy of Competitive intelligence and analysis based 100% on data
Continuous Improvement:
- Drive Simplicity in related business processes including budget management, internal controls and channel development plans for the field.
- Number of improvement initiatives recommended and implemented.
Cross Functional Team Work:
- Act as bridge between field team and marketing and/or cross functional teams to ensure secondary sales ambitions and OTIF delivery.
- Working with marketing and sales functions on optimizing innovation launches across all retailers, recommending position on shelf, depth of distribution, promotional mechanics etc. and providing financial analysis on the category impact of potential upcoming changes (i.e. new brands, exiting brands, space changes etc.).
- Involved in the new product launch process and tracking accountability across internal stakeholders.
- Ensure OTIF activations as per plan
- 100% Sales Target delivery of relevant brand / Category
- Timely and smooth coordination with stakeholders to achieve business targets
- Completing follow up cycle and keeping them informed at all times.
People Management:
- Ensure development of expertise and know-how in the Sales Field team to cascade product & category knowledge.
- Setting individual business objectives (IBOs), ensuring its clarity and conduct periodic performance reviews, providing feedback and appraisal in order to maximize subordinates and departmental performance.
- Quality and timely counselling and recommendations provided to key partners/stakeholders.
- Professional growth of individuals as well as the department’s business goals.
5. COMMUNICATIONS & WORKING RELATIONSHIPS:
Internal: Marketing, Commercial, Finance, Operations, Other departmental lines’ Managers
External:, Distributors, Retailers, Field Team, Marketing Agencies
6. QUALIFICATIONS, EXPERIENCE, & SKILLS:
Minimum Qualifications:
- Bachelor’s degree in Business Administration with major in Sales and / or Marketing.
Minimum Experience:
- 4-6 years prior work experience Field Sales Experience, Category Management, Marketing and leading & executing Trade Marketing programs preferably in FMCG sector.
- Knowledge of products, market trends and consumers
- Knowledge of trade marketing plans & PNL understanding
- Research data analysis
7. QUALIFICATIONS, EXPERIENCE, & SKILLS (continued):
Behavioral Skills:
- Good negotiation skills
- Relationship Management
- Customer Centricity
- Ability to thrive in ambiguity
-
Ability to think broadly in terms of Business Perspective and out-of-the box.
- Good numeracy and ability to control budget
- Planning and organization skills
- Team building skills
- Critical thinking and good analytical skills
- Attention to detail.
- Effective communication, presentation and interpersonal skills
- Ability to handle multiple projects and deadlines simultaneously.
8. COMPETENCIES:
Technical Competencies
- Understanding of basic R&D techniques
- Basic understanding of cross functions and business operations
- Good excel and PowerPoint skills
- Understanding of P&L
- Builds Selling stories for specific initiatives
- Ability to identify market driver and translates trends and consumer knowledge into meaningful insights
- Imagines disruptive products & services
- Delivers excellence with agility and rigor
- Integrates sustainable, business consciousness
- Creates collaboration for bigger success
L'ORÉAL COMPETENCIES
- Innovator
- Strategist
- People Developer
- Integrator
- Entrepreneur
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