Commercial Category and Shopper Manager at Danone

ABOUT THE JOB

Development of category vision, strategy and national shopper/trade marketing plans leveraging identified category growth drivers in alignment with brand strategies and plans. To grow Danone market share through the development & execution of the perfect in-store environment. Take accountability for delivering category and customer growth vision, 4P strategy, execution & reporting, delivering shopper marketing.

KEY AREAS OF RESPONSIBILITY:

Lead the development of Category and Brand Strategy Implementation:

• Category vision: identification of opportunities for transformational category growth through in-depth analysis and understanding of category dynamics in consumer, shopper, trade participation, attitudes & behaviours, and the associated underlying drivers from within and beyond the category.
• Brand development: Identification of upside potential and downside risk for brands growth through detailed, regular monitoring of Danone brand performance relative to the market, trade, competitors, as well as against our business plans and expectations.
• Channel development: Clearly defined roles and associated opportunities and risks for brand growth in all sales channels through the robust analysis of contributions, performance dynamics, marketing and operational practices.
• Innovation Management: Lead the INNOPRO process of innovation for the commercial team.  Be the central lead for market volumes, distribution, pricing, and margin requirements
• Own the development & implementation of all in-store strategy for Danone Southern Africa
• Develop and ensure implementation of a clear 4P strategy by channel and customer
• Craft and implement comprehensive and dynamic shopper marketing, merchandising and POS programs
• Manage, implement, and communicate joint business projects with the trade & internal team
• Ensure category influence at leading retailers through category vision development and implementation

Lead Development of the Omni-channel Shopper journey insights

• Develop an understanding of shopper behaviour to maximize shopper preference during “path to purchase” with specific focus on touchpoints
• Work closely with the sales team to ensure winning partnerships with trade (ensure that both the retailers and Danone are winning)
• Develop channel playbooks and perfect store templates to enhance Danone’s presence and success in all channels.

Facilitate Market Analysis and 4P recommendations

• Acquire and interpret market data using various sources
• Ensure the compilation and delivery of 4P trackers (Ranging &Assortment, Category management and space planning). Review the current market and look at potential market opportunities 
• Own and develop plans on Customer loyalty platforms to ensure adherence & optimization of customer development strategy (Shopper 360, Dunnhumby, Spar Insights, Other)
• Craft and implement a consolidated Shopper marketing plan with associated financial impacts (Attribution modelling, Uplifts, ROI library). Manage all budgets for POS production, transport, warehousing etc.
• Liaise with the Marketing & Key Accounts teams to ensure that adequate support by way of merchandising and promotions is available nationally order to provide brand visibility and promote sales in the region

Manage Integration

• Provide training to the Field Sales and Key Accounts teams on Category Development & Management
• Offer strategic insight to marketing and sales teams on key shopper and in-store Information
• Development of the BTL brand visibility across the various channels and shopper touchpoints.
• Develop commercial sales story for account listing and retailer
• Implementation and score carding of key category vision projects
• Develop listing presentations and manage innovation meetings at key customers

Co-ordinate NPD Management

• Sign off on trade presenters, POS and GTM marketing co-lateral with relevant members of Commercial & Marketing teams
• Sign off on the allocation of trade presenters and samples
• Plan and forecast for the launch of new products
• Ensure weekly and monthly tracking on new brands
• Conduct post analysis of new product performance, present at key stakeholder meetings such as LIM, PST etc

ABOUT YOU
Qualification(s):

• Relevant Business Degree, with a Sales, Marketing or Business management specialization

Experience and Skills:

• Sound Category, Marketing, Operations and Key Accounts background
• Minimum of 8 years of experience in Category Management / Marketing / Sales in FMCG
• Proficient in MS Office: Excel, Word, Outlook, PowerPoint
• Proven success in commercial-focused environment
• Proven ability to develop strong working relationships
• Advanced communication skills (written, oral and listening)
• Strong customer relationship building skills
• Internal and external customer service skills
• Customer, Category and Channel Knowledge
• Proven ability to filter and cascade top-down feedback
• Excellent interpersonal skills
• Excellent administration skills

Reason for Essential qualification & Skills:

• Role needs strong acumen to develop strategy and make decisions across a variety of commercial functions
• State specific complexities within the role:
• A comprehensive skill set is required across category management, key accounts, brand and shopper marketing