Category Strategy Manager - Upfield

Category Strategy Manager


Category Strategy Manager

[Location – Sydney, Australia]


We have an exciting opportunity to join one of the fastest growing segments in plant-based foods with the largest supplier in the category. 
We have an opportunity for a Category Strategy Manager to help take Upfield in ANZ to the next level in its evolution as the #1 supplier of plant-based foods. The CSM will drive leadership in helping to shape the innovation pipeline aligned to category growth drivers and developing shopper insights/strategies to tap into new revenue streams that will also help to save the planet. 
The CSM will be focused on “category leadership” status in target accounts, through their ability to deliver innovative thinking and high level of understanding of the shopper and category, together with their commitment to deliver mutually beneficial initiatives for competitive advantage. 
This role reports directly into the Sales Director and will have exposure to both the retail and food service channels, giving the successful candidate, hands on exposure in shaping the business for long term growth with meaningful and measurable outcomes. 
Job Purpose 
Category Management Initiatives (30%) 

  • Development of Upfield ‘Centre of Excellence’ in category management and delivering key inputs for the Accounts teams to build their annual plans including optimal Promotional plans, P2P execution 
  • Lead the optimization project of Net Revenue Management, detailing the pricing and promotional changes needed to hit objectives 
  • Work closely with marketing of sku rationalization and how to manage this with customers 
  • Develops killer insights and market opportunities through shopper & category market research (local & global) acquiring superior knowledge of the category, customers, retailers to drive Category growth and achieve Category thought leadership in chosen key customers 
  • Leads and develops the Promotional objectives and pricing optimisation projects for the Retail and Foodservice Businesses
  • Development of Joint Retailer category plans, drive trials in Accounts and innovative opportunities to match customer’s objectives to those of Upfield and the Shopper
  • Develops New Line launch plans for optimum execution in trade and category growth  

Shopper Research (20%) 

  • Identifies & assesses business opportunities to maximise growth through Data Evaluation, turning data into actionable insights. Has expert knowledge in a wide range of shopper data ie. syndicated data, panel analysis, qualitative & quantitative research, loyalty card information, use of retailer own data, promotional evaluation tools, field force data, demographic targeting tools for Cluster marketing opportunities, planogram software & profitability tools etc.. 
  • Effectively manages data agencies to gain best business reporting, high level data and at good value  
  • Provides business with timely in market competitor activity information for given category/ account. Highlight potential threats and changes in competitor strategies and develops strategies to defend. 


Retailer and External Partnership (20%) 

  • Has in-depth understanding of our Retailers goals & objectives making sure we achieve “Category Captaincy” and develop joint business goals for category growth 
  • Drives Retailer joint projects, research, trials to deliver category initiatives 
  • Has responsibility for ‘Category Planning Days’ with the Retailer, Marketing & Sales teams. 
  • Lead the NZ Retail and FS teams to develop solid executional strategies around the 4P’s to ensure we  
  • Develops strong trading partner relationships to ensure that all business initiatives are consistent with the trading needs and overall direction of each major retail group. 
  • Builds solid relationships with the retail accounts ensuring the UPFIELD is entrenched in their customer and aligned to their objectives to deliver growth by tailoring our tactical activities.
  • Oversees planning, coordination, execution and evaluation of product launches and point of purchase marketing activities. Ensure the correct point of purchase materials are developed by marketing and delivered appropriately for account excellence 
  • Lead Annual/ Bi-Annual Category reviews in line with category timelines and taking into consideration category, brand and channel objectives. 


Internal Relationships (30%) 

  • Work very closely with marketing brand teams and account/ sales team to develop all plans for retailer launches & key activities. Lead new line launches, competitor defence strategies 
  • Identifies and delivers new go-to-market models, and leads all new line launches with marketing & sales. Ensures the sales team has all the relevant information to deliver a flawless launch. 
  • Mobilise and drive cross functional resources. 
  • Drive communication to ensure excellence in internal operations 
  • Be the voice of the shopper and have core responsibility of leading any point of purchase decisions on the brand/ category. 


Minimum Requirements 

  • Degree in a Business Discipline 
  • 5+ years in the FMCG industry with direct experience in a Category Management, Senior Marketing and/or Major Sales Account Roles.
  • Experience in people management 

You’ll have to enjoy working in a fast-paced environment and it will take hard work and determination; we will give you the ownership you need to make an impact. 
You’ll have to deliver on the commitments you make. And we’ll give you the freedom and flexibility to do your job and build your own career. 
At Upfield we want you to bring your ideas, your motivation and desire to succeed! This part of the role is up to you to complete. 

About Upfield!

We are the largest plant-based company in the world, and we believe in doing what’s right for our people, our customers and the planet.

We are a highly entrepreneurial fast-paced team running a multi-billion Euro business across 60+ countries with the mind-set of a start-up! We are agile, creative, fast-to-market and obsessed with customers and consumers.

If you want to make an impact where it matters apply now!

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