Category Manager - Independent Channel
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Description
Your Role
The Category Manager is responsible for driving growth and performance in the Independent specialty pet shops channel through developing and executing a comprehensive annual strategy. This role focuses on optimising trade and consumer promotions, ensuring impactful POS visibility, equipping sales teams with effective tools, and supporting successful product launches. The position requires in-depth sales analysis to track performance, define optimal product assortment, and adapt strategies accordingly. Additionally, the Category Manager plays a key role in CRM strategy and planning, digital trade portal enhancements, and specific IT project collaborations to support the sales teams with innovative solutions.
What you will do
Trade Strategy & Promotions
• Define and execute the annual strategy for the Independent Trade pet shops, ensuring alignment with overall business objectives
• Plan and implement bi-monthly trade and consumer promotions, analyzing their performance and making data-driven adjustments to maximize results
• Drive distribution, volume, and revenue growth through strategic trade promotions
• Ensure consumer promotions effectively drive trial, rotation, and visibility in store
Sales Analysis & Reporting
• Analyze and share monthly evolution of sales for the Independent Trade pet shops, identifying key trends and insights
• Provide data-driven recommendations to improve sales performance and promotional effectiveness
• Develop and maintain sales analysis dashboards and reports
• Monitor sell-out performance and address any out-of-stock issues
• Analyze promotional effectiveness and recommend amends to the promotional calendar
Product & Assortment Management
• Analyze and define the ranking of top SKUs to determine optimal assortment for the Independent Trade pet shops
• Ensure product mix aligns with market trends and demand
• Support new product launches by defining and executing distribution and volume strategies
• Monitor competitor activities and market trends
Point of Sale & Sales Tools
• Develop and execute POS visibility strategies in collaboration with the POS Manager
• Design and deliver impactful sales tools including trade stories, price lists, product catalogues, and website banners
• Lead POS animation and trade events
• Support the sales team with innovative solutions and materials
CRM & Communication Strategy
• Develop and oversee the CRM strategy and plans for the independent pet shops
• Prepare comprehensive briefings for each communication initiative
• Collaborate with the CRM digital team to design trade-focused communication initiatives
• Drive net sales through targeted CRM promotions
Meeting Leadership & Cross-Functional Coordination
• Lead the Promo-meeting with operations to plan and review trade promotions
• Conduct the Sales Cycle Meeting every two months to present new objectives and promotions
• Participate in the Commercial Committee to discuss key trade strategies
• Contribute to the cross functional monthly meeting, providing updates on sales evolution and project developments
What we are looking for
• Experience in Sales Development (Trade Marketing), Category management, marketing, or similar role within the FMCG industry
• Strong analytical skills with ability to assess promotional performance and adapt strategies
• Proficiency in data analysis and reporting tools
• Experience in managing trade promotions and defining distribution strategies
• Excellent stakeholder management and communication abilities
• Strong organizational and project management skills
• Knowledge of CRM and communication planning within trade channels would be considered a plus
• Flexibility to travel to our factory in Norwich once a month, and occasionally to our HQ in Barcelona, would be needed.
What we offer
• Hybrid working model
• Flexible working hours
• Breakfast and fresh fruit
• 33 days holiday (including bank holidays)
• Staff Discount on Natures Menu and Natures Variety Products (up to 50% off) and Hapi Employee Benefits
• Free Parking in Snetterton
• Salary Sacrifice Pension
• Affinity University platform: Professional development opportunities for employees at different stages of their careers, acknowledging diverse career paths.
• Pet-friendly office
• Celebrations & Fun
If you don't meet all the requirements, don't worry. We value diverse backgrounds and encourage you to apply anyway. Your application will be thoughtfully reviewed!
We cultivate an inclusive culture that celebrates diversity. We firmly believe that embracing a variety of perspectives is integral to both our company's success and the strength of our team. That's why we are committed to providing equal opportunities for all.
Our Company
Natures Menu, part of Affinity Petcare S.A, is a rapidly growing pet food company with a state-of-the-art facility in Snetterton, Norfolk. Real in every way. Others claim it. We live it. Real ingredients, real expertise and a real passion for making a difference to your pet's wellbeing.
We have assembled a brilliant bunch of animal-loving people, all passionate about providing the nation's pets with natural, real meals they will love.
Affinity Petcare is more than an international petfood company. For more than 60 years, we have been dedicated to nourishing healthy bonds between dogs, cats, and people to make the world a better place.
Currently, we have over 1,200 professionals working for this purpose from Barcelona, Paris, Milan, and London, as well as 4 production sites through which we supply the 70+ countries where our brands have a presence.
So, what are you waiting for? Join our team to leave your footprint!
Want to know more about us?
Follow us on LinkedIn for the latest updates and job opportunities. You can also follow us on Instagram to learn more about life at Affinity and hear from our team.