Category & Retail Activation Manager

GENERAL DUTIES AND RESPONSIBILITIES

The Category & Retail Activation Manager drives commercial growth primarily for the Dermo Cosmetic portfolio (~80% of scope) while supporting established commercial programs for the Pharma portfolio (~20%). This role translates brand strategy into customer-centric category plans and in-store activation programs, owning the full cycle from category diagnosis to shelf execution and performance measurement.

Reporting to the Commercial Excellence Manager, this position acts as a bridge between Marketing strategy and Sales execution, ensuring category development, retail activation, and trade investment are coherent, channel-relevant, and ROI-driven across pharmacy, H&B, and eCommerce channels.

A. Category Development & Customer Planning (40%)

Category Diagnosis & Growth Planning:

• Conduct category diagnosis by channel and key customer: performance trends, shopper behavior, competitive dynamics, and white space opportunities.

• Translate insights into category growth plans with clearly defined roles per brand/segment and channel (pharmacy, H&B, eCommerce where applicable).

• Define assortment architecture and distribution priorities; build data-driven rationale for listing, delist, and range extension decisions.

• Develop annual trade investment plans and commercial calendar — covering product launches, seasonal campaigns, and key business priorities — aligned with category strategy and business objectives.

• Contribute to annual business planning and forecasting cycles.

Planogram & Merchandising Standards:

• Develop planogram principles and local merchandising standards for key channels, tailored to cluster and power customer needs.

• Ensure shelf execution reflects category strategy: visibility, adjacency, and brand blocking principles.

Customer Collaboration & JBP Support:

• Develop customer trade stories and support Joint Business Plans (JBPs) with KAMs — integrating category insights, activation plans.

• Partner with KAMs and key pharmacy chains / H&B retailers to improve category performance through data-driven recommendations.

• Track category KPIs: distribution coverage, shelf quality, OOS signals, and promotional compliance (with BI support).

B. Retail Activation & In-Store Execution Excellence (35%)

Activation Strategy & Annual Planning:

• Translate brand plans into retail-relevant programs: visibility campaigns, product launches, seasonal activations, and in-store storytelling.

• Lead annual commercial calendar planning including product launches, seasonal campaigns, platform events, and key business priorities.

Perfect Store / RISE & In-Store Execution:

• Lead deployment and tracking of Perfect Store / RISE standards

• Partner with Sales field teams to ensure coaching, deployment, and execution routines are embedded across channels.

• Monitor in-store execution and visibility compliance across pharmacy and H&B channels.

POSM & Visibility Program Management:

• Define POSM strategy, production briefs, and quality standards; manage agencies and suppliers on lead times and cost efficiency.

• Ensure coherent KV/claims execution in-store, consistent with brand strategy and regulatory/compliance requirements.

• Optimize visibility investment based on channel impact and execution feasibility.

Activation Performance & ROI:

• Define activation KPIs: distribution uplift, visibility scores, promotional quality, and sales uplift indicators.

• Measure activation ROI in collaboration with BI and recommend continuous improvement actions.

• Monitor campaign performance and propose optimization based on business results.

C. Commercial Performance & NRM Operational Support (25%)

Trade Investment Tracking:

• Track trade investment deployment by channel and customer; flag under/over-spending vs. plan in coordination with Finance and BI.

• Support trade investment ROI reporting and recommend reallocation toward highest-impact levers.

• Provide KAMs with data-backed negotiation inputs: guardrails, ROI scenarios, and value trade-offs.

Pricing & Promotional Compliance:

• Monitor pricing compliance and channel pricing consistency; identify risks of price erosion or unauthorized discounting.

• Track promotional program compliance and report on promo quality metrics (uplift, margin impact, cannibalization signals).

• Flag commercial risks and propose corrective actions in regular R&O reviews.

Education:

Bachelor's degr

Yêu cầu công việc

Education:

Bachelor's degree in Marketing, Business Administration, or related field. MBA is a plus.

Experience:

• 5 – 8 years of experience in Trade Marketing, Category Management, Commercial Excellence, or Channel Development within FMCG, Pharma OTC, Consumer Healthcare, Beauty, or Derma Cosmetics industries.

• Experience with pharmacy chains and H&B retailers strongly preferred; eCommerce/e-retail exposure is a plus.

• Track record in JBP development, trade investment management, and in-store execution programs (Perfect Store or equivalent).

Core Competencies:

• Strong commercial acumen and analytical mindset — ability to translate data into actionable channel recommendations.

• Project management discipline: able to manage multiple parallel workstreams (category plans, activation programs, pharma programs) simultaneously.

• Excellent stakeholder management and influencing skills across Sales, Marketing, Finance, and external agency/supplier partners.

• Execution-oriented with a structured, detail-driven approach to in-store excellence and POSM management.

• Strong communication and presentation skills; comfortable presenting trade stories to customers and insights to senior leadership.

Technical Skills:

• Advanced Excel and PowerPoint; planogram tools (Space Planning, Shelfware, or equivalent) are a plus.

• Basic analytics/BI literacy (Power BI, Tableau, or equivalent); ability to work with outsourced BI outputs and sell-out data platforms.

Quyền lợi

• Thưởng: Year-end performance bonus
• Chăm sóc sức khoẻ: Bảo hiểm sức khỏe cho nhân viên và người thân
• Nghỉ phép có lương: Nghỉ phép hằng năm và sinh nhật
• Đào tạo: Cơ hội tham gia training workshop
• Máy tính xách tay: Laptop làm việc
• Hoạt động nhóm: Hoạt động, sự kiện của công ty