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Category Manager

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Date: 29-Dec-2020

Location: Hemel Hempstead - Breakspear P, Hemel Hempstead - Breakspear Park, GB

Company: Britvic

Category Manager - At Home

About the Role:

As part of our 2020 vision to be the most dynamic, creative and admired soft drinks company in the world, it is vital we have an in-depth understanding of the category we operate in, how it can grow, how our brands can leverage these opportunities and that we can engage with our customers to bring this to life.

The Category Manager will be responsible for developing strong customer relationships, leading their category thinking and strategy. To deliver execution in outlet against our market maps and expectations for distribution, range, space and rate of sale driving propositions. This will drive category growth for our customers, gain disproportionate advantage for our brands, and grow shareholder value and enhance Britvic’s reputation.

This role is central to our planning and execution of commercial initiatives, therefore strong links will be required across the commercial functions, especially marketing, category strategy, insights, commercial operations and sales teams.

Key Responsibilities:


Lead the development of 1 year rolling category plans with allocated customer based on execution of in outlet blueprint.

Ensure they effectively prioritise working on multiple customer initiatives to the maximum benefit of Britvic and our customers.

In-year delivery

Create category roadmap for allocated customer and identify key actions to execute

Lead the execution of the category plan. Execute strategies to maximise range, primary space, location, availability and macro space incorporating all category growth levers including off-fixture space, P&P solutions, equipment plans, online solutions and retail format development) in line with our POP ambition.

Input to the creation of distribution, range and space targets by customer that deliver against market maps and regularly measure progress against these.

Ensure tactics within the plan are executed in store. Evaluate the impact & ensure that learnings feed into future planning & activation across the channel.

Take the high-level category selling stories and tailor them for your customer, incorporating customer level shopper / consumer insight. Ensure that activity input & output targets are set in advance for your customer.

Lead customer immersions designed to create solutions & strategies for key customers.

Build customer relationships & delivery of solutions to influence external measure of category success with improved results in the Advantage Group Survey.

Raise the capability of the Customer Management team with respect to their understanding and usage of our category vision and tools.

Activity development, shaping and tailoring

Work closely with Channel Insight manager to build BSD shopper understanding & ensure that this is applied in the development of the category plan & execution of in-store activity

Champion customer specific data, especially loyalty data where this exists, to add value to initiative development

Support the development of gate 2/3 business cases with account level information on category and customer marketing opportunities where required and drive for execution from gate 3/4 onwards

Manage the delivery of category building initiatives with and through customers e.g. Squash fixturisation

Financial & People Management

Management of allocated category development budget to deliver against agreed projects where applicable

Set clear performance management objectives for direct reports aligned to business objectives (where applicable).

Lead & coach team members, ensuring development plans are in place to drive great performance (where applicable).

Experience Required:


Extensive FMCG experience, ideally covering relevant channel

Experience of working with and demonstrable success in at least one key customer ideally within channel or suitable alternative

Practical experience of category management process & first-hand experience of managing customer relationships

Ideally commercial & execution experience

Line / team management (dependent on role)


Strategic thinker able to develop clear vision for the category within the channel / customer

Strong commercial skills across a range of channels / companies

Strong communicator (written & presented) with good facilitation skills

Strong interpersonal skills and ability to develop strong relationships with key stakeholders

Demonstrable capability of applying category management thinking

Basic understanding of the latest shopper / market insight techniques

Key Behaviours:

Speaks with passion and knowledge about our brands

Sets a clear vision for the future and can clearly articulate the key drivers for success

Thinks differently, challenging conventional thinking to create the future and overcome barriers

Cuts to the heart of the problem getting to solutions with creativity and speed

Is disciplined in thinking, decision making, action and follow through

Builds relationships and partnerships underpinned by openness honesty and respect

Has open and authentic conversations – says it as it is

Works with others in a way which demonstrates we’re in it together to beat the competition


Degree or equivalent

We’re committed to providing equal opportunities to all applicants and employees – in fact, this is at the heart of our company culture and values, and we welcome applications from candidates with diverse backgrounds.

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