The Category Manager is responsible for driving the brand category performance, growth, and profitability.
This role focuses on developing channel-specific strategies, leading marketing campaigns from ideation to execution, and managing the product category P&L.
Working closely with commercial teams, retail networks, and key clients, the Category Manager analyzes market insights, optimizes product availability and distribution across channels, and oversees promotional strategies to maximize sales and brand value.
Key Responsibilities
Develop and implement successful marketing campaigns including loyalty programs, commercial partners' training courses, generate branding & POP materials from ideation to execution.
Campaign planning, implementation and evaluation.
Manage Brand Category P&L to ensure brand profitability in line with business plan.
Launch profitable propositions that are relevant and meet consumers' needs.
Design channel specific category plans specifying assortment and shelf-layout by channel, build new channels.
Develop promotional strategies and price positions.
Drive distribution and product availability across channels at the point of purchase including support of new product introduction for listing into mix.
Leading sales input to the S&OP process and drive business performance by implementing customer marketing plans.
Deliver overall forecast and growth.
Oversee holistic customer investment for each category including retailer margins and customer profitability.
Develop promotional activities across channels in MT, GT etc., in alignment with overall company commercial growth plans.
Plan and lead implementation of BTL activities including setting and landing merchandising guidelines.
Conduct trade launches to include an integrated marketing plan and trade support.
Manage and track country, channel and customer specific ROI on implemented activities.
Conduct off-take data analysis from key customers, translate research data and provide insights and corrective measures on overall category to respective customers.
Liaise with GBfoods lead global markets on categories Best in Class practices to land 'the picture of success' in trade channels, including E-commerce.
Propose key elements of Marketing Plan and Go To Market plan in accordance with the Retail Strategy of the company.
Understand business and translate client needs (distributors, retailers, Precast-ers, etc.) into value proposition, generating sales and profit for the company.
On-going control of annual marketing budget
Regular visits & relationship building events with key clients all over Nigeria
Help manage category & brand to deliver growth and financial targets.
Develop programs and secure required budget in order to execute category & brand plans. Where applicable, ensure appropriate implementation of global/regional direction into local execution.
Requirements
HND/BSc in Marketing, Business Administration, Advertising, or a related field; a postgraduate qualification is a plus.
8+ years of progressive experience in marketing or trade marketing within FMCG, food flavors, or retail networks, including proven brand and product management experience.
Proven managerial track record in leading teams and driving strategic commercial growth.
Core competency in brand equity management, customer marketing strategies, retail network optimization, and full execution across the 4Ps (Product, Price, Place, Promotion).
Hands-on experience executing trade marketing campaigns, loyalty initiatives, and converting market data into actionable growth insights.
Understanding of digital marketing channels, including website, mobile app, and social media platform management.
Advanced ability to analyze trade data, translate research into category strategies, and manage financial budgets while adhering to data privacy standards.
Robust project management skills with a strong record of transforming high-level ideas into impactful execution.
Excellent team leadership and motivation skills with a talent for fostering cross-functional collaboration.
High-impact communication, presentation, and negotiation skills to influence key internal and external partners.
Sharp market intuition and customer orientation to align business value propositions with trade and consumer needs.
Self-directed, highly autonomous, and proactive with strong personal initiative.
Analytical, detail-oriented, adaptable under pressure, and committed to continuous learning.