This is a senior role within the Category Strategy team – this team is responsible for developing a category agenda and providing thought-leadership to the greater business.
In a complex, fast paced and highly competitive UK market, it is vital we have an in-depth understanding of the category, how it is performing, how our brands can leverage opportunities for growth. As a Category Manager, you will be engaging cross functionally to build collaborative strategies that align with our commercial priorities and support growth. Most importantly, you will be able to build compelling stories using data and insights, challenging the business and identifying key opportunities. This will drive category growth for our customers and for ABI brands within our customers.
Data to Insights
Advanced user of Microsoft Excel with the creative ability to turn complex data sets into actionable insights that are engaging for internal and external stakeholders.
Comfortable with continuous data sources including IRI / Nielsen, Kantar WorldPanel, etc
Leverage latest Shopper Research to create interesting and actionable insights.
Present insights to customers and commercial teams in a creative and engaging way that drives collaborative thinking and leads to tangible action to drive category growth.
Ability to create great customer relationships across a range of key personnel (buying, category development, merchandising, marketing, shopper insights).
Develop relationships based on trust and a genuine desire to drive the customers’ business forward.
Become the go to contact when the customer is looking for advice or to evaluate in store performance.
Collaborate with customer to develop mutually beneficial category plans.
To work with key account team to develop account plans and identify initiatives that that drive sustainable top line growth.
Must be an strategic thinker and have the credibility and gravitas to put constructive challenge into both customers and internal sales teams.
Deliver the market/shopper insight required to drive the Beer & Cider category forward for benefit of the shopper, the retailer & AB InBev.
Develop and deliver a plan for the beer & cider category that supports the 12 month commercial plan
Support for Sales
Create and maintain key reporting tools for weekly category sales, shelf space, distribution & sale of sale, secondary displays, promotional effectiveness. Feed into Commercial Achievement Dashboard.
Maintain clear & aligned communications with Business Unit Director and Account Manager
Analyse and interpret trends from Category, Shopper and Commercial data to identify category growth, brand and distribution opportunities and risks.
Robust & replicable evaluation of activity in store.
Deliver industry leading category focused rationale for listings & distribution increases across our product portfolio.
Drive Execution & Growth
Lead the execution of the Category Vision and Account Plan to grow ABI and the Beer & Cider category.
Plan, lead and flawlessly execute range updates and range reviews in line ABI & customer objectives & based on robust shopper insight.
Support implementation of range and space trials in stores.
Execute strategies to maximise range, primary space, location, availability and macro space incorporating all 12 category growth levers including off-fixture space, NPD support, new listings / distribution gains / de-list defence and retail format development.
Projects will span across multiple channels: Supermarkets, Convenience and Online.
About the Company
We are AB InBev. Committed to driving growth that leads to better living for more people, in more places. Through brands and experiences that bring people together. Through our dedication to brewing the best beer with the best ingredients. And through our commitment to helping farmers, retailers, entrepreneurs and communities grow. We are building a company to last. Not just for a decade, but for the next 100 years. Through our brands and our investment in communities, we will bring more people together, making our company an integral part of our consumers’ lives for generations to come.
Our brewing heritage dates back more than 600 years, spanning continents and generations. From our European roots at the Den Hoorn brewery in Leuven, Belgium; to the pioneering spirit of the Anheuser & Co brewery in St. Louis, US; and the creation of the Castle Brewery in South Africa during the Johannesburg gold rush. Now, with operations in over 50 countries, and our brands sold in over 100, we are truly a world leader, and our diverse portfolio of well over 400 beer brands includes global brands Budweiser®, Corona® and Stella Artois®.
About the candidate:
Minimum of a 2:1 degree in a relevant discipline/subject area.
Result orientated & proven track record of making a difference.
Relationship building – internally and with customers.
Previous FMCG experience preferred.
Ability to work cross functionally.
Practical experience of category management process & first-hand experience of managing customer relationships.
Strategic thinker able to develop clear vision for the category within the channel / customer.
Breadth of understanding to appreciate the overall business/commercial context and the role of Category Management within it.
Highly analytical and data literate, able to manipulate large & complex datasets to create useful insights that can be used to support growth.
Ability to draw relevant insights and conclusions from analysis and identify commercial opportunities and threats that exist for the business at both a strategic and at a tactical level.
Excellent communication, presentation & influencing - ability to summarise and communicate recomplex ideas, analysis and insight and prepare interest-grabbing ‘to-the-point’ presentations.
Understand and evaluate the impact of their category recommendations.
Use of IRI/Nielsen, Kantar, CGA, and retailer loyalty card data (Dunnhumby, i2C Self Serve).
Good understanding of shopper behaviour & ability to discern and use shopper and consumer insights.