Category Insights Manager

Your Tasks

Primary Objective

Focal point for Sales & Consumer Marketing on assigned categories; drives strategic/tactical category development. Two core functions: (1) manage information flow, cross-channel execution of category plans, prepare/present category concepts and data analysis; (2) manage, develop and lead the assigned category portfolio.

Category Management/Assortment

• Manages product development: liaises with Consumer/Customer Marketing for new product info; sends new/existing product material to Sales.

• For launches, provides market info (IRI/Quantium), competitor analysis (pricing, shelf, promo, brand strategy), and customer/shopper insights on buying behaviour.

• Develops/maintains optimum assortment per 4P mix, category/channel strategy & assortment principles.

• Owns product launch dates by channel (new products, job lines, variations).

• Creates/maintains Sales team resources: assortment & SKU hierarchy, distribution priorities/grading, product lifecycle, preferred layouts, pack shots/specs, trade paperwork, training decks.

• Develops channel/retailer ranging strategies for NPD and core gaps.

• Ensures TVC timing aligns with ≥80% distribution across major accounts before TVC starts.

• Partners with Category Business team on brand strategy from a category/shopper lens.

• Drives category development via category understanding & shopper insights.

Category Strategy Plan

• Builds Customer/Category alignment strategy across Grocery, Mass Merchant, Pharmacy — covering brand objectives/strategy, ad schedule, product info, promo strategy.

Category Reviews/New Line Process

• Runs category reviews for top accounts (Coles, Woolworths, Priceline, CWH, Countdown, Foodstuffs).

• Liaises with NBMs on review needs; conducts rigorous analysis for stakeholder-ready reviews (brand, shopper, retailer); presents to key customers.

• Ensures go-to-market readiness at launch: samples, shippers/SRTs, presentations, logistics paperwork, account-specific needs, availability.

• Monitors/evaluates NPD performance, reports results; follows NPD/category review process.

Category Analysis

• Analyses data to inform sales strategy and review effectiveness: category trends, competitor activity/strategy, automated reporting, underperformer identification; prepares/presents detailed analysis.

Shopper Insights

• Builds shopper/category insights via scan/panel data, global databases, bespoke research.

• Identifies knowledge gaps, proposes research to data providers.

• Disseminates insights to Sales, Customer & Consumer Marketing.

• Recommends brand activation strategies from insights.

Shelf Management

• Delivers shelf management for reviews: planograms with data/analysis; core ranging & preferred layouts distributed regularly to Sales.

Inventory

• Communicates product changeovers to Sales; updates Bluepoint.

• Manages 9+ months excess stock: liaises with NBM/Marketing on clearance strategy; reports updates.

Major Relationships: Sales & Marketing (Consumer/Customer), Revenue Growth Manager, Data Integrity Manager, National Pharmacy/Grocery/Mass Merchant Accounts, Consumer Insights Manager, Data Suppliers (IRI, IMS, Quantium, Shopper Tracker, Shelf Management).

Your Profile

Education & Experience: Business degree (Marketing major preferred); 4–5 yrs in Category Management/Trade Marketing + Account Management, FMCG.

Skills: Strong analytical ability, prioritization, communication (written/verbal/presentation), negotiation, attention to detail, team orientation, interpersonal skills, ability to work autonomously.

Category Development Manager Competencies:

1. Actionable Market Insights & Vision

• Category & Channel Expertise (Indispensable): Deep category understanding; builds plans on value contribution & growth drivers; understands channels, spots growth opportunities/risks; executes insight-to-action; understands competitors & their strategies.

• Product & Portfolio Knowledge (Indispensable): Knows products well, differentiates features vs. consumer benefits; strong portfolio knowledge leveraged for business results.

• Consumer/Shopper/Customer Understanding (Indispensable): Uses consumer behaviour to shape plans; leverages shopper insights to optimize path to purchase; builds plans around customer priorities/needs.

2. Value Creation & Capture

• Value Chain & Financial Rigor (Indispensable): Understands retailer financials/margins/forecasting and links to Beiersdorf's SOI risks/opportunities; uses RGM framework to build fact-based business cases (size of prize); builds commercial plans in customer language, aligns and delivers; follows net price corridors per RGM guidelines.

• Customer Planning & Monitoring (Preferable): Defines channel/customer/portfolio strategy for profitable growth (both sides); manages counter-performance to protect profitability; links sales drivers to NS, NSP, CC, TTC; identifies ways to reduce overdues/payment terms.

3. Selling & Negotiation

• Storytelling (Indispensable): Consistent, goal-driven communication; addresses customer-specific needs; builds compelling, customised sell-in stories; turns objections into opportunities; closes deals with discipline.

• Negotiation (Preferable): Builds negotiation strategy with cross-functional team; prepares with clear objectives; ensures pay-for-performance, resolves conflicts in company's interest; maximizes value for win-win outcomes; fact-based, financially disciplined; willing to walk away (BATNA).

4. Executional Excellence

• 4P Execution (Indispensable): Complies with brand/merchandising guidelines; ensures right product, place, price, promo; creates high-impact POS drive plans; maintains ATL/POS consistency; crafts compelling POS messaging that engages shoppers.

• Operational Effectiveness (Indispensable): Sets/monitors priorities; manages internal/external partners to deliver KPIs; leads cross-functional teams for alignment & growth; reviews processes for optimization; develops strong ways of working.

• Compliance & Continuous Improvement (Indispensable): Ensures team fully understands and follows local and corporate rules of engagement.

At Beiersdorf, we want to help people feel good about their skin – and our commitment goes far beyond caring for skin. For 140 years, we have developed innovative skin and body care products for well-known brands such as NIVEA, Eucerin, La Prairie, Hansaplast, and Labello. We act according to our purpose, WE CARE BEYOND SKIN, and take responsibility for our consumers, our employees, the environment and society.

Behind every brand, every product and every accomplishment are our more than 20,000 employees. It is for them that we live an inclusive culture of respect and trust that is strongly aligned with our values – CARE, COURAGE, SIMPLICITY and TRUST. We also embrace diversity by valuing the uniqueness of each individual and being committed to equal opportunities for all.

Additional information

If you have any questions, please contact our recruiter Surya Debnath (surya.debnath@beiersdorf.com).