Manager, omni-channel marketing (category management)

Purpose & Overall Relevance for the Organization:

 

Defines local short and medium-term objectives for the respective category. Implements global & hub GTM strategies in a locally relevant way, considering different consumer needs and distribution channels.

Drives cross-functional marketing execution. Influences the development of global GTM strategies through providing clear and relevant commercial input in terms of local consumer needs, market particularities, and channel needs.

Collaborates regularly with hub counter parts to identify business opportunities in the market and to maximize net sales and profitability (within global and hub strategic parameters) and drive end to end CTC process.

Key Responsibilities

 

Category Merchandising

Deliver a powerful, complete, compelling, commercially viable local category range plan for the category assigned to support overall brand strategy, purpose and country business direction.

Develop a focused channel & account strategy for category responsible-for with consideration of product & price positioning, store locations, customer profiles and trade dynamics of each channel and/or key accounts. Deliver accuracy in category range that caters to the channel and market’s needs with competitive pricing and profitable margins. Define the product distribution strategy based on channel and/or account’s profile through clear global/hub guidelines and down to door level. Manage category financial targets via delivering category forecast aligned with country business plans – focusing on net sales, margins, inventory, sell-out and market share; and device ways to achieve these targets.

Align with SEA counterparts on category direction, retail launch cadences, allocation and range support.

Go-to-Market Process

Contribute as part of the Omni-Channel team to deliver the best possible seasonal Go-to-Market calendar process.

Streamline Go-to-Market processes and provide feedback to SEA on process improvements to deliver accuracy in forecasts and buys when and where needed.

Align with in-country channel stakeholders on key Go-to-Market milestones and deliverables.

Work with cross-functional teams – Brand communication and Visual Merchandising on calendar and campaign activation plans.

Support Customer meetings for category of responsibility (i.e pre-lines, sell-in etc.) by finalizing Channel Segmentation guidelines, providing a comprehensive sell-in package, catalogue and recommendations to drive local business needs

Support on in-country sample management for seasonal sell-ins and buy processes.

Category Performance

Uses category data analysis to action on gaps and opportunities on the assigned categories (pre-season and in-season).

Responsible for Sell-Through of category assigned and its campaigns and key products, triggering actionable points based on results with the objective of achieving targets.

Drive category strategies through locally relevant executions, liaising well with country Brand activations teams (Brand comms, Visual Merchandising and Digital activation).

Monitor market trends and competitor activities to identify opportunities and gaps that would develop/support local market growth.

Lead all creation needs, validate SMU (product special make-up) requests for Philippines and leverage on SEA creation channels and Lockeroom to fulfill country needs to support business

Follows in season brand calendar with related teams (Supply Chain, Channel Leads, Brand Activation and Omni Channel) and takes actions for execution of the calendar.

Support Seasonal Category activation and Franchise calendar, including being consultant for Account SWB calendar

KPIs

Market Share

Market P&L for category (NS, Std margin, Contribution)

Sell-out all channels

3-5 year category plan : achievement of key initiatives

Brand and key categories NPS

Execution excellence in brand concepts/ stories

Key Relationships

Internal: SEA Area Category Management, SEA Marketing Operations, SEA Purchasing and Product Supply, SEA Brand Activation, SEA eCom; PH Omni-Channel, Own Retail, eCommerce, Franchise, Wholesale, Brand Communications, Visual Merchandising, Digital activation, Supply Chain and Customer Service teams

External: Account Customers, Retail

Who we are looking for

Knowledge, Skills and Abilities:

Strong business and process knowledge and skills

Result oriented

Strong problem solving ability

Planning and organizing skills

Relationship management

Project management skills

Data analytical and strong numerical skills

Strong presentation and communication skills

 

Education / Minimum Qualifications:

Bachelor's Degree or Post Graduate Degree in Marketing, Sales or Management or Business

 

Professional Background/Experience:

Functional: At least 2-3 years of brand and/or product category management

Industry: Experience in consumer products, preferably Retail or FMCG

Proficient in excel, e.g., formulas such as vlookup

Knowledge on data analytics program a plus, e.g. PowerBI

 

IT:

Outlook: Intermediate

Word: Intermediate

Excel: Advanced

Powerpoint: Intermediate

 

Language Skills:

English: Fluent