Position:Category Development ManagerLocation:ThikaReporting to:Head of MarketingJob PurposeDrive the execution of the agreed Category Strategy by managing all elements of the marketing mix to deliver short, medium and long-term category and company objectives with key focus on revenue, market share and profitability growth and delivery.Key ResponsibilitiesMarket, Category and consumer Analysis:
Category: Propose the development and implementation of consumer/trade/competitor research programs to enable accurate tracking of market/category/ brand dynamics as input into specific category strategy formulation.
Category Understanding: Understand category activities in the market and impact on capwell suggesting innovative ways to ensure market relevance and category growth
Brand/Category Strategy Formulation:
Input into the development of long term strategic plan and annual brand plans with clearly defined objectives, strategies, and action plans to deliver the portfolio volume, contribution and market share growth targets.
Managing the Category & Brand Audit to identify root issues and opportunities facing the category and brand.
Conducting quarterly and annual performance reviews of the category and respective brands suggesting corrective actions in line with the company objectives.
Category and Brand Marketing Plan
Leads integrated category and Brand Marketing Plan development and deployment through a multifunctional team for development, implementation and monitoring the plan in the market place and monitors performance of the support plans. Ensure team alignment in adhering to the laid down systems and processes as outlined in the annual brand plan (360: ATL, BTL and Through the line) within agreed costs and timings to assist in achievement of volume, profit and market share targets.
Category Brand audit, Issues & Opportunities, Jobs to be done, Scorecards & Management of 7 P’s (eg. pricing)
Proposes SMART measurable objectives
Responsible for the category and brand P&L & help drive profitability of the brand.
Deploys integrated brand communications per communication strategy & campaign idea that brings the brand key and positioning to life.
Develops innovative strategies with low cost and high ROI to drive the brand performance
Category and Brand Range Architecture:
Input into the development and ensure execution of Brands Range Architecture that clearly defines the core brand values, essence and proposition in consumer terms which forms the basis of all future marketing activities/programs.
Marketing Budget:
Accountable for the development and efficient deployment of the brand’s annual marketing budget to ensure that expenditure is in line with the agreed brand plan.
Brands and Company Profitability
Analyze and Input into the development of short- and long-term brand gross margin plans and ensure delivery of the same through cross functional business teams in the specific category by recommending corrective actions to improve results with strong business rationale.
Responsible for the category P&L & help drive profitability of the brands within the category
Category Innovation
Lead the category innovation program geared at building value for the business by competitively exploiting new opportunities that not only meet consumer needs but that are also aligned with the business overall strategy and thereby build sustainable long term value within the category.
Responsible for launch management; building launch plans, Customer sell-in and legal & regulatory issues.
Training & Development:
Support and develop direct reports by monitoring, coaching and identifying appropriate training programs to enable them to meet job expectations within the context of an overall career development plan.
