National Category Manager at Danone

Job Description

• Owner of Category Strategy, setting the Category Vision & Growth Drivers. Deploying Category Plans with integrated market diagnostics to the Commercial Team and the deployment to customer (via the Customer Development Manager (CDM)).

Category Strategy

• Setting Category Vision and Growth Drivers
• Deployment to Commercial Teams integrated into Category Plans with market diagnostics (ST-LT)
• Deployment to Customer

Revenue Management

Lever 1: Strategic Pricing (Develop)

• Owns the development of the strategy in context of the market, competitor and DSA brand proposition linked to volume and share impacts in partnership with Marketing and PRGM

Lever 2: Price Pack Architecture (Develop)

• Owns the development of the strategy in context of the market, competitor and DSA brand proposition linked to volume and share impacts in partnership with Marketing and PRGM

Lever 3: Mix

• Links the market opportunity to the financial impact of SKU and channel mix and develops trading strategy/recommendations

Lever 4: GTN optimisation  (influence)

• Understand the optimal promotional events that deliver the right top line return and share based on the market context

GPS/Forecasting business processes

• Long term/AOP (in year and 1–3-year ambition): Define category parameters for growth and understand growth opportunities and white spaces for DSA to source incremental vol/Val sales.
• TLG R&O: Check and adjust against 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 Strategy

• Set the strategy of where our KVI's need to be distributed incorporating shopper, category and competitor insights

Price Execution Strategy

• Set the parameters for pricing for both day to day and promo pricing by channel by pack to align to Lever 1 of PRGM

Share of Shelf (and flow)

• Flow development with consideration for CDT and category vision customised by channel.

Share of Feature

• Set targets by segment/KVI by channel to deliver growth and share ambition.

DPSS R&O and action planning (as feeder in TLG)

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