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Category Strategy Manager

2 weeks ago

Taguig, National Capital Region, Philippines Unilever Full time

About the Job:

As a Category Strategy & Insights Manager for Core Channels at Unilever, you will play a key role in driving category growth and strategic decision-making across core retail channels for total foods.

You will be responsible for developing insights-driven strategies and execution plans tailored for the relevant channels. Your work will shape the category vision, shopper engagement, and retail execution in these dynamic and evolving channels.

Main Responsibilities:

  • Category Strategy & Channel Design

    • Develop a deep understanding of consumer needs and identify potential market disruptors.
    • Develop and implement a category growth strategy for proximity and emerging channels, leveraging data-driven insights.
    • Define channel-specific category roles, growth levers, and competitive positioning for Lady's Choice, Best Foods, and Knorr.
    • Build tailored route-to-market and execution models for traditional trade, specialty, and eCommerce platforms.

  • Shopper & Consumer Insights

    • Analyze shopper behavior, consumption trends, and competitive dynamics in each channel, including digital purchasing trends in eCommerce.
    • Lead market research, data analytics, and shopper studies to drive channel-specific activation plans.
    • Translate insights into actionable recommendations for portfolio, pricing, promotions, and placement.

  • Commercial Planning & Execution

    • Design and execute channel-focused promotional and activation plans to maximize category growth across traditional and digital platforms.
    • Partner with sales, marketing, and trade teams to drive assortment optimization, visibility, and merchandising strategies.
    • Identify white space opportunities and innovation needs for Lady's Choice, Best Foods, Knorr, and the total foods portfolio.

  • eCommerce & Digital Acceleration

    • Develop category-led strategies for growing online sales, ensuring shopper-centric execution in eCommerce.
    • Collaborate with digital and eCommerce teams to optimize searchability, content, and online promotional strategies.
    • Leverage data analytics and performance tracking to enhance online visibility and conversion rates.

  • Stakeholder Collaboration & Capability Building

    • Work closely with sales, marketing, revenue growth management, and finance teams to ensure aligned execution.
    • Partner with retailers, distributors, key account managers, and eCommerce platforms to drive category-first thinking in negotiations.
    • Develop best practices, insights tools, and reporting frameworks to elevate data-driven decision-making across all future channels.

Requirements:

  • Background in Category Management, Trade Marketing, Shopper Insights, or Sales Strategy, preferably in FMCG or food categories.
  • Strong analytical and problem-solving skills, with expertise in data analytics, market research, and trends forecasting.
  • Experience working with proximity and emerging channels, including traditional trade, modern trade, and eCommerce.
  • Ability to translate insights into strategic execution plans and drive alignment across commercial teams.
  • Strong stakeholder management, influencing, and storytelling skills to engage cross-functional teams.