CATEGORY MARKETING MANAGER JOB DESCRIPTION

The Category Marketing Manager owns the annual category plan for an assigned portfolio, accountable for P&L performance, trade promotion strategy, and the in-store execution decisions that determine whether a brand wins or loses a range review. The role sits within the marketing function and works daily across sales, finance, and consumer insights to translate retail panel data into commercially viable action.

As the Category Marketing Manager, you will own the planning and execution of brand and category strategies across retail channels, driving P&L results, new product commercialization, and value share growth for an assigned portfolio. Working across sales, finance, and shopper marketing teams, you will serve as the primary commercial owner of category performance within the consumer packaged goods environment.

Career Impact: Owning a multi-category P&L and leading range reviews with retail buyers builds the commercial credibility that distinguishes senior brand managers from category leadership candidates.

Business Impact: The plans produced in this role determine shelf placement, promotional ROI, and whether new product launches achieve distribution targets in competitive retail channels.

Growth Opportunity: Experience commercializing innovation and managing S&OP inputs positions you for progression into Category Development Manager or senior brand leadership roles.

Company Value: Employers in this space typically offer defined contribution pension plans, flexible work arrangements, and structured access to Nielsen and consumer insights platforms.

• Own annual category plans for assigned brands, including strategic review, financial targets, and retail execution priorities.
• Lead P&L management across assigned portfolio, analyzing cost, margin, and channel performance to inform tactical recommendations.
• Drive new product commercialization by coordinating cross-functional stakeholders across product development, finance, operations, and packaging to deliver on-time launches.
• Develop and execute trade promotion strategy, providing recommendations to sales and marketing teams grounded in channel-level ROI analysis.
• Lead range reviews with retail customers, building data-driven category stories that align brand objectives with customer commercial goals.
• Monitor competitor activity across pricing, distribution, and promotional execution to inform brand strategy adjustments.
• Partner with consumer insights and sales teams to analyze retail panel data, market trends, and shopper behavior for performance reporting.
• Support budget planning by developing volume forecasts for new initiatives and promotional SKUs by brand and by channel.

• Bachelor's degree in Business, Marketing, or a related field, or equivalent work experience.
• 3 or more years of category marketing, trade marketing, or brand management experience, with demonstrated P&L accountability.
• Proven ability to analyze retail panel data and translate findings into category strategies and commercial recommendations.
• Strong financial and quantitative analytical skills, including experience building and tracking business plans against measurable targets.
• Demonstrated experience managing cross-functional projects with multiple stakeholders across sales, finance, and operations.
• Excellent written and verbal communication skills, with the ability to present category stories to retail buyers and senior leadership.
• Strong organizational and project management skills, with the ability to manage multiple brand portfolios simultaneously.

• Prior experience working within grocery retail, foodservice, or deli channels with exposure to range review and planogram processes.
• Familiarity with retail loyalty data, scan data platforms, or shopper panel tools used to evaluate category performance.
• Experience managing innovation pipelines from concept through commercial launch within a consumer packaged goods environment.
• Understanding of S&OP processes and the ability to contribute category-level inputs to demand planning cycles.a

• Value share movement across managed categories, reflecting competitive positioning at retail.
• Trade promotion ROI, measuring return generated per promotional dollar spent by brand and channel.
• New product distribution rate at launch, tracking against pre-set targets within the first 12 weeks.
• Range review win rate, measured as the proportion of retail customer reviews resulting in maintained or expanded shelf presence.
• Volume forecast accuracy by brand and SKU, evaluated against monthly channel team estimates.
• Typical tools: Retail panel platforms (commonly Nielsen Answers or Kantar); business intelligence reporting (commonly PowerBI or Numerator).

• Base Salary Range: $85,000 to $115,000 annually, depending on seniority and industry experience.
• Bonus: Annual performance bonus typically 10% to 15% of base salary.
• Equity: Uncommon at this level in CPG; RSUs offered at some larger public companies.
• Health Benefits: Medical, dental, and vision coverage; employer contribution standard.
• PTO: 15 to 20 days annually, plus company holidays.
• Common Perks: Professional development budget, employee product discounts, flexible work arrangements.

Figures are estimates based on general US market benchmarks and may be outdated. Adjust based on location, company size, and seniority level.

Reasonable accommodations are available to qualified individuals with disabilities throughout the application and employment process in accordance with applicable law. All applicants are considered without regard to race, color, religion, sex, national origin, age, disability, veteran status, or any other characteristic protected under federal, state, or local law. Employment in this role is contingent on satisfactory completion of a background check. Candidates must be authorized to work in the United States.

The Category Marketing Manager leads the development and execution of annual brand and category strategies, including trade promotion management and in-store execution planning, to optimize sales, distribution, and share results across channels. Reporting to the Category Development Manager and collaborating with Marketing and Sales teams, this role owns budgeting, competitor monitoring, and volume forecasting to align divisional and corporate objectives.

Key Responsibilities

• Develop and implement annual business strategies and plans to achieve business plan, distribution, and merchandising targets.
• Recommend changes to business strategy and tactics where necessary.
• Manage budgeting effectively by analyzing cost and profit by franchise, by brand, and by channel.
• Understand and monitor key competitor activities including product development, pricing, distribution, merchandising, and promotion.
• Provide feedback and reapply findings for the company's brand.
• Conduct volume forecasting on new product initiatives and promotional SKUs.
• Challenge channel team on monthly estimates by brand.
• Serve as an expert on trade promotion execution and management to provide recommendations to marketing and channel teams.
• Initiate promotional tools such as trade presenters, promotion presentation materials, POS materials, and selling tools by reapplying conceptual selling.
• Work closely with strategic customer teams to grow customer category business by reapplying category management into in-store execution plans.

Education & Experience

• Bachelor's or Master's degree in Business Administration or any related field, with MBA preferred.
• Minimum 3 years of experience in trade marketing, field sales, or sales management from FMCG industries.
• Computer proficiency in MS Word, Excel, and PowerPoint.
• Excellent negotiation and communication skills.
• Result-oriented and proactive mindset.
• Entrepreneurial understanding.
• Good command of Thai and English in speaking, reading, and writing.

Embedded within the global Brand, Communication, and Marketing teams, the Category Marketing Manager owns the development of focused marketing plans and activity frameworks that extend the company's presence across industry conferences, trade shows, and regional markets. Working closely with the VP, Head of Marketing, this role shapes campaign effectiveness through CRM systems and trend monitoring to advance the organization's global marketing goals.

Core Functions

• Work collaboratively at a global level with Brand, Communication, and Marketing teams.
• Develop focused plans and activity frameworks.
• Create specific marketing plans.
• Plan and execute participation at industry conferences, trade shows, regional events, and market activities.
• Monitor trends in marketing and ensure an innovative level of marketing within the food technology sector.
• Work with marketing software and CRM systems, including reporting and assessment of campaign effectiveness.

Required Qualifications

• Bachelor's or Master's degree in Marketing, Communication, or equivalent.
• 7+ years of experience in a well-rounded marketing role with a proactive, impact-driven approach.
• Experience with systems such as Hubspot, Marketo, or Dynamics 365.
• Global mindset with international experience considered an asset.
• Strong communication skills with experience building and nurturing effective relationships.
• Open to travel to meetings and events and to working across different time zones.

Reporting to the Marketing Director, the Category Marketing Manager builds and leads annual category plans across assigned portfolios, overseeing the full commercialization process for new product launches from concept through on-time delivery. Partnering with cross-functional stakeholders across finance, operations, and sales, this role advances brand stewardship, P&L performance, and category growth within the consumer-packaged goods and retail grocery environment.

Primary Duties

• Own and lead the development of annual category plans for assigned portfolios, working closely with the Marketing Director and category stakeholders.
• Manage complete financial results for the assigned portfolio including P&L, results reporting, and strategic category reviews.
• Execute identified business objectives and marketing initiatives to drive brand strategy, channel growth, and share targets.
• Develop and drive consumer-centric innovation and lead the commercialization process for new product launches.
• Act as project manager and work with cross-functional stakeholders including product development, finance, revenue management, operations, packaging, graphics, and purchasing to ensure successful, on-time launches.
• Act as brand ambassador across all categories and work closely with Brand Marketing to support overall brand stewardship within retail.
• Participate in the budget process and work closely with finance on short and long-term category growth targets.
• Leverage consumer insights tools to analyze business performance and review brand, market, and competitive trends.
• Support sales and brand teams with development of customer-facing materials such as category stories and product decks.
• Sell ideas and recommendations through to management convincingly.

Qualifications & Experience

• Bachelor's degree in Business or Marketing with more than 2 years of previous management experience in marketing or category management within consumer-packaged goods or retail grocery.
• Previous experience managing a multi-category business with a proven track record of commercializing and launching innovation.
• Solid understanding of key P&L drivers with ability to recommend changes to move the business forward.
• Working knowledge of Nielsen Answers, Numerator, and PowerBI.
• Strong project management and organizational skills with high attention to detail.
• Ability to analyze internal and external data sources and build, track, and course-correct business plans to achieve targets.
• Creative thinker with a demonstrated passion for marketing and a desire to drive brand growth.
• Ability to stay focused on key business priorities in a dynamic environment.
• Understanding of customer strategies and motivations applied to marketing planning and initiative execution.
• Strong interpersonal skills and proven ability to navigate and influence within a complex organization.
• Skilled in mobilizing and motivating cross-functional teams to achieve commercial objectives.

Benefit

• Competitive health and wellness benefits, defined contribution pension plan, flexible work arrangements, and employee assistance program.
• Access to learning courses, resources, and tools as well as opportunity to grow within marketing and broader commercial functions.

Sitting at the intersection of digital marketing and e-commerce, the Category Marketing Manager owns end-to-end digital and on-site campaigns, including targeting, segmentation, content design, and scalable experiment frameworks that optimize customer engagement and drive sales. Operating across internal cross-functional teams and traffic channels such as email, SEO, and paid search, this role delivers performance metrics and customer experience improvements that inform ongoing business decisions.

Duties

• Own all on-site campaigns for assigned categories.
• Own digital campaigns end to end including targeting and segmentation, messaging, content and design, planning and execution, and reporting on campaign results and broader trends.
• Manage day-to-day campaigns to drive sales.
• Understand customer lifestyles and segmentation and create testing plans to optimize engagement.
• Develop and analyze performance metrics and articulate findings into written narratives to drive business decisions.
• Partner with internal teams to develop and implement optimal customer experiences.
• Drive online traffic through website and email channels for existing customers across all product lines.
• Ensure optimal execution of best practices and seek improvements across all traffic channels including email and SEO in close cooperation with the traffic team.
• Work with cross-functional teams on campaign calendar and execution planning.
• Propose, manage, and implement online marketing and promotion plans in cooperation with other teams.
• Conduct regular quality control of the website using quantitative results.
• Continuously observe industry trends and refresh the website to reflect such trends.
• Build processes to ensure smooth execution across multiple teams and continuously improve workflow to drive operational excellence.
• Create experiment frameworks, analyze results, and structure scalable campaigns.
• Propose and analyze results of on-site experience testing, communicate learnings, and use data to drive future tests.
• Implement customer experience improvements using customer data.

Skills & Qualifications

• Experience in online merchandising, digital marketing, or e-commerce executing customer-facing online experiences.
• Strong understanding of industry seasonality and global trends with ability to monitor underlying technological developments.
• Thorough understanding of customer needs, both existing and potential, to deliver site features that provide an unparalleled shopping experience.
• Familiarity with traffic metrics and reporting.
• Knowledge of SQL or other database query languages.
• Experience with A/B testing and statistics.
• Advanced experience with analytical tools such as Excel.
• Familiarity with HTML and website content management systems.
• Ability to analyze data quantitatively using metrics to back up assumptions and identify opportunities.
• High attention to detail with proven ability to manage competing priorities simultaneously.
• Ability to operate both strategically and tactically.
• Strong written and verbal communication in English and Portuguese.

A key member of the marketing and commercial organization, the Category Marketing Manager owns P&L and leads brand and category performance analysis across Foodservice and Retail Deli channels, including pricing strategy, innovation execution, and competitive intelligence development. Collaborating across sales, finance, operations, and consumer insights teams, this role delivers the strategic and analytical inputs that strengthen category objectives and uncover growth opportunities within the food industry.

Functions

• Own P&L for assigned brands and categories sold in Foodservice and Retail Deli channels.
• Assist with the strategic planning process and the development and execution of growth strategies and the annual marketing plan for assigned brands and categories.
• Lead quantitative and qualitative brand and category performance analysis in support of weekly and monthly business reviews.
• Provide detailed analyses using business intelligence resources to deliver insight into category performance.
• Work with the sales and finance teams to provide commentary on key performance drivers.
• Build and execute pricing strategy for assigned brands and categories.
• Support the development and execution of the innovation strategy for assigned categories.
• Collaborate with and leverage the market intelligence team.
• Lead cross-functional team projects spanning insights, finance, operations, demand planning, sales, and consumer marketing in support of category objectives.
• Provide inputs to S&OP relative to product and category trends.
• Support the development of marketing tactics to support brand strategy.
• Develop and maintain competitive intelligence documents.
• Manage the process of identifying industry trends and serve as the category liaison with corporate consumer insights.
• Manage proprietary research projects and mine and analyze secondary data to spot trends and insights.
• Work closely with the quality complaint team to understand drivers behind customer complaint trends and operational issues.
• Seek opportunities for personal development and identify ways to add value to business unit teams.

Experience & Qualifications

• Bachelor's degree in Business Administration, Marketing, or similar field preferred.
• 7 to 8 years of experience in business management, marketing, supply chain, or analysis.
• 2 to 3 years of experience in the food industry, specifically in protein, with foodservice or deli experience as a plus.
• Knowledge of interdepartmental functions and experience interacting closely with sales and cross-functional teams.
• Strong financial and quantitative analytical skills.
• Strong PC capabilities with emphasis on Excel, PowerPoint, and Word.
• Excellent project management skills with ability to work cross-functionally across departments.
• Ability to participate in strategic and annual planning.
• Excellent organizational skills and acute attention to detail.
• Strong written and verbal communication skills and interpersonal skills.

Long-term category growth and retail value share depend on the Category Marketing Manager, who leads the 5-year brand and category strategy, range review processes, and planogram optimization across key retail customers by leveraging consumer insights and financial data. Serving as the connector between Category Development, Sales, Finance, and shopper marketing teams, this role shapes innovation pipelines and customer-specific execution plans that deliver against both internal and external performance targets.

Accountabilities

• Support the development and execution of the 5-year category and brand strategy by selecting key category value drivers and relevant consumer insights to inform the long-term innovation pipeline and associated brand support.
• Drive internal performance including NSV and CMA as well as external performance including retail sales and value share.
• Collaborate with Category Development, Sales, Finance, and Consumer Insights to take innovation ideas from concept to reality.
• Grow brand health by ensuring the brand is successfully placed across the 6Ps: Proposition, Product, Pack, Price, Promotion, and Place.
• Create engaging communications to drive brand awareness and penetration growth.
• Plan both in-store activity and high-level communications to drive trial, shopper penetration, and consideration.
• Support long-term brand growth and achieve strategic objectives.
• Collaborate with sales and shopper marketing teams to develop customer-specific execution plans aligned with strategic objectives.
• Lead range reviews for all customers by demonstrating deep understanding of category and brand performance drivers and using data to build compelling stories.
• Make recommendations aligned with customers' strategic objectives and illustrate category expertise to land commercial objectives.
• Prepare for and engage with customers in key meetings.
• Optimize planograms and assortment with key customers.

Requirements

• Bachelor's or Master's degree or equivalent.
• Prior experience in Category Development, national account management, or Marketing.
• Advanced Excel and PowerPoint skills.
• Familiarity with IRI scan, Kantar panel, or retailer loyalty data platforms is advantageous.
• Promotion and range modelling skills are desirable.
• Highly numerate with strong strategic thinking and ability to analyze market, category, and financial data to identify key trends.
• Ability to translate complex data into clear, actionable solutions.
• Excellent communication skills for engaging with diverse stakeholders.
• Strong commercial sense and analytical mindset.
• Strong project management, time management, and organizational skills.
• Ability to bring multiple projects to successful completion within given timeframes.
• Fluency in English required.

As the Category Marketing Manager, this role leads customer acquisition through multi-channel marketing plans, category marketing calendars, and data-driven program development that improve shopping experience and scale winning initiatives across e-commerce platforms. The marketing organization relies on this work to identify customer triggers, automate scalable experiences, and deliver measurable improvements in paid traffic performance and overall business goals.

Key Deliverables

• Identify customer triggers and barriers using surveys, in-depth research, and customer immersions.
• Own the creation of marketing programs to acquire new customers.
• Conceptualize, design, and execute online marketing initiatives to extend awareness of key products.
• Develop, test, and execute aggressive multi-channel marketing plans to drive customer acquisition and authority.
• Conduct in-depth analyses to determine program effectiveness and continuously improve programs and site initiatives.
• Develop category marketing calendars to fuel growth and accelerate the flywheel.
• Own projects with considerable scope and complexity with significant impact on customer experience and business outcomes.
• Work with cross-functional teams including technology teams to define, drive, and launch improvements to the shopping experience.
• Identify opportunities for automation and scale winning experiences.
• Improve performance of paid traffic channels by partnering with all traffic-driving mechanisms including search, affiliates, email, and SEO.
• Meet business goals while ensuring a top-notch customer experience.

Professional Experience

• MBA required, with a Master's in Marketing preferred.
• 4 to 7 years of overall work experience with at least 2 years in brand or product management and 360-degree campaign execution.
• Proven track record of delivering results, ideally in e-commerce or FMCG categories.
• Proven track record of using customer insights to drive marketing strategies and campaigns.
• Demonstrated ability to formulate data-driven decisions that lead to results.
• Understanding and application of merchandising and customer-facing metrics to guide decision-making.
• Ability to utilize customer insight and data to develop marketing programs and design sophisticated tests.
• Demonstrated ability to think strategically and execute with attention to detail.
• Demonstrated ability to conceptualize, manage, and prioritize multiple projects.
• Ability to multi-task efficiently and partner across a wide number of teams.
• Exceptional interpersonal, spoken, and written communication skills with ability to navigate a complex cross-functional environment.