Our goal is to be Energy Category experts and the only reasonable choice when deciding on an Energy Category partner. The Category Development Manager (CDM) will be playing an integral role in building, developing, and maintaining credible, long-term, category lead relationships with Red Bull’s retail partners and customers.
Reporting to the Senior Category Development Manager, the CDM is the main category contact with their assigned customers and will deliver category strategy and provide strategic category and shopper recommendations to the Buyers. In addition, the CDM will work internally with the National Account team to leverage category insights and identify strategic opportunities to grow Red Bull sales, market share and continuously improve promotion, price, shelf space and product distribution.
Data tools include primary and secondary research, syndicated sales and shopper panel metrics (Nielsen, etc…), retailer transaction/loyalty data (LDIA, IRI, Retail Link, SPS, etc..), and JDA to provide regular insights and recommendations, reporting and share outs to the Buyer and keep informed of industry and category trends.
RESPONSIBILITIESAll the responsibilities we'll trust you with:
Lead category management at dedicated accounts by developing critical insights and solutions to grow the size and the value of the entire Energy Drink and Non-Alcoholic Beverage Category.
Enhance the entire Energy Drink Category using a shopper-first mindset.
Support and participate in Top to Top and Joint Business Plan Category Management presentations to Executives to build and maintain trusted partnerships and grow the category and Red Bull.
Work collaboratively with account, trade and marketing teams to develop assortment, shelf, space, price and promo recommendations.
Work on assigned projects with the Senior Category Development Manager, and liaise with Category counterparts in other global markets to share best practices.
Manage the partnerships with key strategic customers in the development of joint business plans, recommending total Non-Alcoholic Beverage, Energy and Red Bull opportunities and driving large-scale Category projects.
Develop a deep knowledge of Red Bull customers ‘strategic pillars to facilitate customer business planning processes and lead the dialogue with internal stakeholders at the customer.
Lead the analysis and study of multiple data sources, develop an unassailable level of energy category insight to drive business and category recommendations.
Lead business analysis and insights of sales and market share with customers.
Proactively create, develop and deliver regular category reviews, plans and strategies with customers identifying opportunity gaps for incremental volume and share growth.
Robust understanding of product/package mix analysis, merchandising strategy, including shelf optimization and incremental display execution.
Promotional effectiveness and regular pricing strategy.
Implement category development programs by leading the dialogue with the retail customer to focus on category growth opportunities.
Provide leading edge Insights and Category Management solutions related to assortment/sku mix and optimization, & price/promo effectiveness.
Leverage category and shopper expertise to make shelf and space recommendations to improve the Energy Drink Category shopping experience at retailers
Develop, optimize, and maintain planograms for shopability, and optimal capacity; Analyze and communicate planogram changes and performances, while working towards best-in-class shelving principles.
Develop and execute the Impulse Mission and strategy.
Drive increased moments of need through strong marketing activations driving increased sales.
Deliver OPM plan & goals per Business Plan.
Seamless inter-departmental communication flow across all key project stakeholders (Marketing & Sales).
Acts as a strong, collaborative partner with the sales teams and ensure that initiatives support short and long-term volume growth.
EXPERIENCE
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