Category Head

Purpose of the Position (Job Summary)

• Drive category P&L by leading channel-wise category growth in coordination with the channel sales teams. Growth strategy would include pricing strategies, NPD, optimizing product placement across channels, monitoring inventory and SLOB etc.
• Support brand team in building a robust marketing strategy and calendar for the category.

Key Roles and Responsibilities

Financial

• Sales budgeting:

  Build AOP plan for category x geography in discussion with Channel Heads
• Category x Channel growth plans
• Category x Geography growth plans
• Budget category related spend for the year (margins + schemes, BTL, etc.)

• Target fulfilment:

  Ensure month on month volume and value target AOP / sales are achieved.

• P&L Management:

  Manage the category P&L ensuring that all strategic initiatives meet overall topline as well as profitability targets

Customer Oriented

• Portfolio strategy:

  Analyze competitor intelligence (from Marketing & Channel sales) and market relevant inputs from across channels to define the right portfolio strategy, focusing on sub-categories across channels while also ensuring balanced margins.

• Pricing:

  Map price ranges x # articles for channel exclusive as well as umbrella category portfolio in discussion with channel heads. Sign-off on article level price revision plan for category

• Placement:

  Drive placement of entire portfolio, especially NPD, for the category across channels in discussion with channel and portfolio team, and track performance in comparison with AOP targets (monthly placement across stores)

• Category specific Schemes:

  Trade and retail schemes designing, communicating, tracking retailer / distributor enrolment, monitoring performance and effectiveness for the respective category.

• BTL activities:

  Planning and allocation inputs to trade marketing, in consultation with channel sales teams. Monitoring of the BTL activities linked to key category objectives.

People Oriented

• Capability development:

  Support training and capability development of the sales team from a category point of view

Internal Business Process

• S&OP:

  Monitor S&OP process for category across channels monthly state level and platform-based demand forecasting, inputs for long term manufacturing / supply chain capacity increment for category

• Stock allocation by channel for the category

  to MBO, Retail CDCs and eCommerce

• Performance evaluation:

  Evaluate Category x Channel x State performance on a regular basis
• Assess benchmark performance, channel offers
• Identify gaps in critical levers (credit, margins, schemes, availability)
• Capture and track market feedback on new products from competition on-going basis
• Liaise with marketing, supply teams to bridge gaps
• Drive direct reach for category across geographies
• Drive NPD placement
• Drive front runner placement

• SLOB management:

  Pro-actively review SLOB & take corrective measures for inventory/ SLOB management for category across channels.

Competencies

Technical/ Functional

Behavioral

• P/L account management
• Multi-channel management
• Marketing-mix Management
• Sales planning and forecasting
• Adaptability & resilience
• Cross functional collaboration
• Abstract reasoning