Senior Category Executive

Wiltshire Farm Foods; Cardiff; On-site; GBP 30,000 - 60,000; Full time

Job description

Overview

With a focus on owning and driving continuous improvement of our Specialist Nutrition (SN) product proposition, the Senior Category Executive will have the rare opportunity to work with truly world-leading products in our award-winning SN ranges. Responsible for continually evolving and improving our proposition, creating new sources of competitive advantage, and putting further distance between apetito and our competitors. This really is a role where the right candidate can make a real difference.

The successful candidate will need to excel in a customer-facing environment, with gravitas and strong presentation skills.

The Specialist Nutrition function and product range is of huge strategic importance to the apetito and Wiltshire Farm Foods business. The high-profile nature of the division and breadth of commercial experience offered has helped provide a springboard for previous team members to develop their careers within apetito UK, and also led to opportunities further afield in apetito Germany, Canada, and the USA.

The apetito & Wiltshire Farm Foods Specialist Nutrition ranges are:

• Texture Modified Foods – A world-leading range of products for those living with dysphagia.
• Finger Foods – A world first, providing meal options for those who may be living with dementia, have a loss of dexterity, and struggle to use cutlery, pace, or become distracted at mealtimes.
• Mini Meals Extra – A range of smaller portioned energy-dense, higher protein meals designed to tackle malnutrition.
• Free From – A delicious range of meals free from the main 14 allergens.

Who we are

Over the past 15 years, apetito has established itself as a world leader in the provision for specialist diets. Since revolutionizing the market in 2010 with an industry-leading range of moulded Texture Modified meals, we have developed what is now a ‘best in class’ offering of over 100 dishes for people living with swallowing difficulties. We’ve also developed revolutionary ranges for people at risk of malnutrition, a unique range of finger foods for those living with coordination & dexterity challenges alongside a market-leading ‘Allergen Free’ range for those living with multiple or severe food allergies.

Each range has been developed so that they can be successfully sold across our business including Care Homes, Healthcare, and to consumers at home through Wiltshire Farm Foods and Meals on Wheels.

It is our ambition to double our market share over the next 5 years.

Not only have we achieved financial success, we believe that these products have clearly enabled us to differentiate apetito from its competition across core markets. The products embody our mission of ‘Making a Real Difference’.

Responsibilities

Deliver against the 4-point Specialist Nutrition Strategy:

• Deliver a world-class category strategy to ensure apetito/WFF stay ahead of competition.
• Become ‘THE’ provider for specialist nutrition products in home.
• ‘Dominate’ the SN space in our key B2B markets.
• Identify and unlock further specialist nutrition opportunities.

Drive Innovation:

• Researching new markets, concepts, and product opportunities to identify and help support delivery of multi-million pound new business opportunities. Management of NPD projects from the point of brief to launch.

Manage pricing and product mix to deliver against the target margins:

• Work in conjunction with our partners in the apetito business units to support the overall SN pricing strategy by providing regular market intelligence, including competitor price benchmarks and industry analysis of the SN categories.
• Drive continuous improvement in the SN categories by managing the product mix through range reviews, promotions, and merchandising.

Build strong relationships with key stakeholders:

• From product development, to purchasing, planning, and production to distribution - to help support development and availability of the SN categories to our internal and external customers.

Manage excess stock and reduce risk/exposure of write-offs and support availability of the range:

• Support planning by inputting into product forecasts in order to optimize availability vs excess stock risk.

Deliver customer Insights:

• Provide actionable insights to inform your category development. Utilize first-hand methods that are fast and effective. Bring the voice of the customer to the fore. Provide real insights that spark ideas and generate debate.
• In partnership with Finance and Data & Analytics teams, provide detailed analysis of category performance to help support range review and promotion decisions.

Work collaboratively with our colleagues in the sales and marketing teams:

• Launching new products, ranges, and grow sales of your SN categories across all markets with outstanding execution.
• Support with customer facing presentations as required to promote our world-leading SN proposition to both new and potential customers.
• Provide key support to the Head of Specialist Nutrition and wider team across a broad spectrum of projects.

The dynamic nature of this business unit dictates an evolving strategy which means that projects vary, but a flavor of projects both past and present include:

• Development and launch of award-winning Texture Modified ranges.
• Developing an SN only proposition for small care homes.
• Developing apetito’s Dementia-friendly dining proposition.
• Trialing an innovative new concept aiming to tackle malnutrition in care settings.

Qualifications/Personal Qualities

Essential Skills and Experience

• Interest/passion for food.
• Degree in a relevant commercial, nutrition, or Dietetic discipline.
• Experience in a commercial or nutrition-related role (e.g. category, sales, marketing, Nutritionist, Dietitian).
• Experience managing high-profile projects with multiple stakeholders.
• Analytically minded and financially literate.
• Strong collaboration and influencing skills.
• Effective communicator, confident presenting.
• High level of attention to detail.
• Problem-solving skills.
• Self-motivated, able to manage your own workload.

Desired Skills and Experience

• Experience in the food industry.
• Knowledge of the care industry.
• Full UK Driving Licence.

Your personality:

• Genuine passion for making a real difference.
• Drive and ambition.
• A leadership mindset – able to inspire and motivate others to achieve common goals.
• Growth mindset – An optimistic outlook with determination to make things happen.