Category Manager (Merchandise)

Role Purpose Leads the end-to-end merchandise strategy for FORE Coffee, including concept development, product roadmap, IP/brand partnerships, GTM (go-to-market) strategy, and full commercial ownership. This role ensures that merchandise becomes a long-term revenue line by driving innovation,visibility, and compelling campaigns across offline and digital channels.

Key Responsibilities 1. Merchandise Strategy & Roadmap (High-Level) ● Develop annual merchandise strategy aligned with brand and business priorities. ● Identify product opportunities (tumblers, lifestyle goods, collaborations, gifting items). ● Decide which merchandise to launch, price points, target audience, and positioning. ● Lead concept development for large-scale campaigns & IP collaborations.

2. Brand / IP Partner Management ● Lead negotiations and creative alignment with global or local IP partners. ● Ensure brand guidelines and IP rules are adhered to across merchandise SKUs. ● Manage partnership commercials, timelines, and deliverables.

3. Cross-Functional Leadership ● Coordinate with SCM, Finance, Ops, Digital, Creative, and Strategy teams. ● Approve final designs before submitting to SCM for sampling. ● Oversee merchandising rollout across all sales channels.

4. Go-to-Market Strategy & Commercial Ownership ● Design promotion strategy, bundles, limited edition drops, and campaign angles. ● Own pricing strategy and overall merchandise P&L direction. ● Identify distribution opportunities (offline stores, app, e-commerce, airports).

5. Merchandising Brand Stewardship ● Ensure all merchandise aligns with FORE’s brand identity. ● Develop campaign themes, launch storytelling, and visual direction. ● Approve photoshoot concepts and final creatives.

6. Reporting & Performance Review ● Review sales trends and customer behavior insights. ● Create quarterly business reviews on merchandise performance. ● Recommend actions to scale best-selling items or discontinue underperformers.

Requirements ● 8–12+ years experience in brand/category management (Retail, FMCG, Lifestyle,F&B). ● Strong understanding of product and category development. ● Experience working with design, creative, and IP partners. ● Strong commercial, analytical, and strategic thinking. ● Excellent cross-functional communication and leadership skills.