Senior Category Manager

Sector: FMCG Job Summary The Senior Category Manager is responsible for developing and executing the overall strategy and commercial performance of assigned categories and brands. The role combines category management, brand development, marketing, trade marketing, pricing, assortment, supplier management, and financial planning to drive sustainable sales, profitability, market share, and category growth. Job Duties & Responsibilities 1. Strategic Category Management Develop and execute category strategies in alignment with company and supplier objectives. Define annual business plans (AOP) per brand/category with clear financial targets (LV, IMS, Margin, DOS, and Working Capital). Conduct market analysis to identify trends, opportunities, and risks. Lead pricing, assortment, and positioning strategy to ensure competitiveness and profitability. Drive innovation pipeline management in collaboration with suppliers and marketing. Monitor performance per account, per SKU, ensuring sustainable growth and healthy stock levels. 2. Marketing Strategy & Brand Building Build and implement comprehensive marketing plans (ATL, BTL, digital, and PR) per brand and per market. Ensure brand consistency, identity, and visual guidelines across all touchpoints. Collaborate with supplier marketing teams to secure budgets, approvals, and materials. Manage consumer research, market insights, and competitive benchmarking. Oversee media planning, influencer partnerships, and content development aligned with brand objectives. Track marketing ROI and ensure alignment with business KPIs. 3. Trade Marketing & Channel Development Develop trade marketing plans per channel (Modern Trade, Traditional Trade, E-Commerce, HORECA, Baby Specialty, etc.). Manage visibility programs, planograms, POS materials, and activation calendars. Lead joint business planning with key accounts to improve sell-out performance. Define trade investment guidelines and promotional calendars in coordination with sales and finance. Implement sell-out trackers, retailer dashboards, and post-promotion analysis to measure impact. Strengthen channel strategies and ensure perfect execution at the point of sale. 4. Cross-Functional Leadership Lead and coach the Category, Marketing, and Trade Marketing teams to ensure alignment and collaboration. Work closely with Sales, Finance, and Supply Chain to drive 360° category performance. Ensure alignment with suppliers through regular business reviews and performance tracking. Support HR in building capabilities and succession plans within the team. 5. Financial Management Manage P&L per category and ensure achievement of budgeted sales, margin, and spend efficiency. Monitor marketing and trade budgets, ensuring optimal allocation and ROI. Track key financial metrics (AOP targets, NRM, trade spend, and brand contribution). 6. Reporting, Governance & Process Excellence Lead Monthly and Quarterly Business Reviews (MBR/QBR) with management and suppliers, providing clear