Category Growth Manager

Category Growth Manager – Modern Trade / General Trade Department:

Category Growth Division - Offline Sales Department About the Role

As a

Category Growth Manager , you will be part of the

Category Growth Team

— a strategic function that sits at the heart of commercial planning. This role is responsible for driving

brand-led category growth strategies

within a

dedicated offline channel : either

Modern Trade (MT)

or

General Trade (GT) . You’ll act as the

category strategist and business partner

for your assigned

brand and channel , working closely with

sales teams

for customer planning and with the

Retail Marketing team

for execution excellence. Your mission is to ensure our categories win at the shelf through strong insight, differentiated strategy, and data-led planning — not through activation or execution (which are handled by other teams). Key Responsibilities

1. Category Strategy & Planning

Develop and lead the

channel-specific category growth strategy

for your assigned brand, tailored to MT or GT dynamics. Define clear

category roles, growth drivers, and shopper missions

by channel format (e.g., hypermarket, minimarket, wholesale, traditional). Build and manage the

annual category growth roadmap , aligned with commercial cycles, brand strategy, and sales priorities. 2. Channel & Customer Focus

Collaborate with the

Key Account team

to integrate category insights into

Joint Business Plans (JBPs)

and customer growth initiatives. Influence

shelving, pricing, and assortment decisions

based on shopper behavior and channel opportunities. Support customer segmentation and tailor category plans based on

store format, regional relevance, and channel maturity . 3. Insight & Performance Analysis

Utilize syndicated data (Nielsen, Kantar), internal sales tracking, and shopper studies to inform strategic decision-making. Monitor

sell-out, market share, and in-store performance

of assigned brand/category within your channel. Identify underperformance, whitespace opportunities, and key levers to unlock growth — and turn them into strategic actions. Recommend

SKU prioritization

and

channel-specific assortment

based on turn, relevance, and profitability. Align with Pricing and Promo Planning teams to shape channel-appropriate promo mechanics that grow the category without diluting brand value. Feed into

NPD launch plans

from a category/channel readiness standpoint. Cross-functional Collaboration

Partner closely with:

Key Account & Sales Teams

(for customer strategy) Retail Marketing

(for in-store strategy execution & aligning category strategy with brand objectives) Data Operation, Supply Chain & Demand Planning

(to ensure availability and execution readiness)

Act as the

channel voice

in internal brand/category planning forums, driving decisions through the lens of data and shopper logic. Qualifications

Bachelor’s degree in Marketing, Business, Economics, or related field. 3–6 years of experience in

Category Management ,

Trade Marketing , or

Sales Strategy

within FMCG/ Beauty Industry. Proven understanding of

offline retail channels

in Indonesia — either MT or GT. Strong analytical and strategic planning skills, with ability to simplify complex data into clear actions. Proficient in Nielsen, Kantar, retail audit tools, and advanced Excel/PowerPoint. Excellent collaboration, communication, and stakeholder influencing skills. Fluent in Bahasa Indonesia and English. What Makes This Role Unique

You’ll

own the category strategy

for a major brand within a focused channel — combining deep insight with real business impact. You’ll influence top customer plans, national brand strategies, and commercial growth in one of Indonesia’s most dynamic FMCG segments. Seniority level

Mid-Senior level Employment type

Full-time Job function

Marketing and Sales Industries

Retail Retail Health and Personal Care Products Personal Care Product Manufacturing

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