Category Growth Manager

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.

4. Portfolio & Promo Strategy Alignment 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.

5. 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 English.