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

Category Head