Sr. Manager, Category Growth

3 days ago

City of Industry, United States Lee Kum Kee USA Full time

Position Summary

Accountable for the category growth and portfolio development for the Americas Zone; ensuring an integrated business plan to deliver N5Yr objectives and all product category penetration targets.


Essential Functions

Category Strategy formulation and Portfolio Management

Shape, inspire and develop the long-term category vision and responsible for related category growth KPIs

Identify key consumer/diner targets in both retail and foodservice business segments with a futuristic perspective. Translate data and insights to category strategic initiatives and innovation pipeline development that deliver sustainable category growth and build brand saliency

Develop, write, test and optimize consumer-centric product proposition and marketing concepts that capture a compelling relevant promise to grow penetration, market share position and stronger consumer engagement

Build, shape/streamline, deliver effective category portfolio with the collaboration of internal functional experts


Communication Development

Develop Americas Zone’s category playbooks including product portfolio factbook, communication kits, and packaging/label to build consistency across all market segments, adapting from global category playbooks

Develop launch/marketing campaigns for assigned categories including content creation as well as activation planning and implementation

Partnering with marketing communication team to ensure product stories and contents are deployed consistently across all market segments

Partnering with local sales teams to implement marketing campaigns, events and promotion programs


Innovation & Renovation

Lead Zone NPD development in line with global innovation process; from insight generation, ideation to product business case development, financial forecasting, pricing, P&L structure and recommended in-market execution strategy with close partnership with Finance, R&D, manufacturing, local sales and channel marketing teams and other cross functions


Marketing Community Representation

Work closely with channel marketing team to define and achieve the common goal of the categories. Drive the buy-in and engagement of the sales channels facilitate smooth roll-out

Represent Americas Zone in the Global Marketing community for the respective categories to ensure needs are heard and supported. Share global best practices for local consideration


Effective Resources Management and P&L Responsibility

Working with Finance to develop category P&L and ensure P&L targets are met

Control A&P spending allocated to respective category within budget and maximize cost efficiency of investments with clear measurement scheme

Support sales channels in planning and implementing category marketing research programs related to building “physical availability”


COMPETENCIES

Knowledge and experience in new product development and category management

Strong strategic and analytical thinking, solid “CAN-DO” attitude

Demonstrate judgement to define category development towards company goal

Pursue innovation and change with a mindset of continuous improvement

Excellent leadership skills to drive non-reporting teams to work toward the common goal

Effective communication and influencing skills, including presentation and writing skills

Ability to work under pressure, meet deadlines and be flexible in work schedule

A team player to drive company goal and core value

Willing to travel as needed


SUPERVISORY RESPONBILITIES

This position does not have immediate supervisory role yet will need to manage subordinates when the team expands as the business continues to grow. Supervisory role will include but not limit to the performance management and hiring of the employees within that function.


REQUIRED EDUCATION and/or EXPERIENCE

  • Bachelor degree holder in marketing or business administration. MBA is strongly preferred.
  • Minimum 9 years of sales/marketing experience in reputable FMCG food/beverage organizations with 2 years in managerial position
  • Exceptional ability to develop and cultivate strategic relationships
  • Strong presentation, organization, and time management skills
  • Good verbal and written communication; ability to communicate clearly, accurately and with impact
  • Ability to organize, set priority, manage and measure work
  • Ability to make timely decisions and handle multiple projects and meet all deadlines
  • Ability to work within an integrated operating enterprise, coach peers and teams in executing complex programs, deal with ambiguity and conflict management
  • Ability to motivate others, build effective teams, direct others
  • Proficient in MS Office including Excel, Word, PowerPoint and Outlook
  • Good understanding of financials and budgeting process


LANGUAGE SKILLS

Fluent in English. Chinese is strongly preferred.


CERTIFICATES, LICENSE, REGISTRATIONS

None


TRAVEL

This position requires up to 25% travel; most travel is outside the local area and overnight. Some of the travel may be international.


PHYSICAL DEMANDS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.


While performing the duties of this job, the employee is regularly required to talk or hear. The employee frequently is required to stand, walk; use hands to finger, handle or feel, taste foods; and reach with hands and arms.


WORK ENVIRONMENT

This position operates in a professional office environment. This role routinely uses standard office equipment such as computers, phones, photocopiers, filing cabinets and fax machines.


It is Lee Kum Kee’s policy to seek and employ the most qualified persons in all jobs in a manner which will ensure equal employment opportunity as well as administer personnel actions in a manner as to not discriminate against any person on the basis of race, color, religion, national origin, age, sex, sexual orientation, disability or protected veteran status. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

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