Trade Marketing Manager – Category Development (FMCG)

Location: Makati City

Work Setup: Onsite

Work Schedule: Monday-Friday; Dayshift

Job Role Overview

The Category Development Manager is responsible for driving category and shopper growth strategies by translating consumer and market insights into effective retail and trade initiatives. This role works closely with cross-functional teams to develop category plans, enhance in-store execution, and deliver data-driven recommendations that support business performance across channels.

Key Responsibilities

Category & Shopper Strategy

• Develop category and shopper strategies aligned with brand positioning, shopper behavior, and channel requirements.
• Translate shopper insights into actionable retail strategies, execution guidelines, and customer-focused selling stories.
• Identify opportunities to strengthen category performance and drive growth.

Trade Marketing & Execution

• Lead trade marketing planning and execution, including annual activity calendars and below-the-line (BTL) programs such as promotions, displays, and activations.
• Develop channel-specific toolkits and execution standards to ensure consistency across trade initiatives.
• Support the effective implementation of category and shopper programs across key channels.

Performance Analysis & Insights

• Establish metrics and performance tracking frameworks for trade and category initiatives.
• Analyze trade and shopper data to measure program effectiveness and identify areas for improvement.
• Conduct post-activity evaluations and provide recommendations to optimize future initiatives.

Cross-Functional Collaboration

• Partner closely with Brand, Sales, Trade, and Shopper teams to align strategies and business priorities.
• Leverage analytics and market insights to support decision-making and business reviews.
• Facilitate collaboration across functions to ensure successful execution of category and trade initiatives.

Qualifications

• Bachelor's degree in Business Administration, Marketing, Management, Economics, or a related field; a Master's degree is preferred.
• At least five years of experience in Category Development, Trade Marketing, or Shopper Marketing within the FMCG or beverage industry.
• Strong background in category management, retail execution, shopper behavior, and trade data analysis.
• Proven ability to translate consumer insights into effective category and trade strategies.
• Experience in performance tracking, post-activity evaluation, and business analysis.
• Strong stakeholder management, communication, and cross-functional collaboration skills.