Category Analyst at Danone

KEY AREAS OF RESPONSIBILITY

Main job responsibilities along with summarized sub elements.

Category Strategy

• Category reporting for total DSA (& competitors) identifying Category Growth Drivers relevant to Customer / Channel
• Support the National Category Managers & Customer/Channel Development Managers in monthly tracking (Top Line) and direct support in Category & Customer plans

Revenue Management
Lever 1:

• Strategic Pricing (Reporting (promotional tracking: frequency, depth, mechanics) in partnership with PRGM, NCM & CDM)
• Provides Price Tracking (ARP & Index) for in market performance by brand by channel/customer (Regular Reporting)
• Provides Promotional Pricing (Scan & Feature) to the team by brand & channel/customer (Regular Reporting)

Lever 2:

• Price Pack Architecture (Reporting)
• Provides market tracking for DSA portfolio (shared with Top Line team)
• Provides marketing tracking for DSA innovations/range extensions/renovations (shared with the Top Line team)
• Aids & Supports NCMs & CDMS in developing commercial selling stories and promotional plans to unlock growth

Lever 3:

• Mix (Reporting)
• Tracks channel/customer performance with portfolio performance to inform commercial selling stories & promotional plans, directly supporting the NCM, CDM & PRGM team/s
• Provide depth in customer/channel tracking by region for key packs/segment

Lever 4:

• GTN optimization (reporting)
• Provide share of feature tracking and summaries to aid PRGM, NCM & CDM to influence in the development of commercial selling stories (internal & external) to realize higher ROI on promotional activities (frequency, depth, mechanics, mix)  
• GPS/Forecasting business processes
• Aid & Support the NCM in long term/AOP (bottom-up plan)
• Aid & Support the CDM in long term/AOP (bottom-up plan alignment)
• Aid & Support Demand (with the CDM) for shorter term forecasting, tracking the retailer landscape to understand & unlock AOP ambition (identification of all vol/val sales opportunities)
• Support Top Line Growth (forum) & Building Blocks (forum w/CDM) for Risk &Opportunities.
• Track performance for DSA growth ambitions (set in the AOP) understanding risks and opportunities and cashing up overall impact in partnership with PRGM

DPSS (Distribution, Price, Share of Shelf, Share of Feature)

• Distribution tracking.
• Track & report our KVI's need to be distributed incorporating shopper, category and competitor insights & supporting the development commercial selling stores to close gaps (w/CDM & NCM)
• Price execution.
• Track & report pricing for both day to day and promo pricing to enable course correction (w/CDM & NCM)
• Share of Shelf (and flow)
• Track and enable compliance with course correction where required (w/CDM & Field)
• Share of Feature
• Track and enable compliance with course correction where required (w/CDM & Sales)
• Support DPSS R&O & action planning (as feeder & support in TLG)
• With CDM, detail gaps to DPSS targets within customer/channel
• With NCM, detail gaps to DPSS target with DSA national performance

Enablers:

• Develop Reporting to effectively track DPSS
• Develop & maintain DPSS tracking & reporting for the Commercial team
• Aid in ad hoc requests to support CDM & NCM in DPSS measures & tracking

Weekly/Monthly Regular Reporting (maintenance & development)

• Manage data quality with key suppliers (Nielsen, Silo, Circana, etc.)
• Manage ad hoc data request across Top Line team
• Develop monthly insights summaries to be distributed to the Top Line team

Innovation (Tracking)

• Tracking new item launch & performance

Performance measurement and tracking

• Effective Category / Market tracking
• Effective Brand / Competitor tracking
• Effective Channel / Customer tracking
• Brand performance to Target
• Customer/Channel performance to Target
• Market performance to assumptions
• DPSS delivery & tracking