Category & Shopper Development Lead

Asia Brewery Incorporated; Makati; On-site; PHP 900,000 - 1,200,000; Full time

Job summary

Asia Brewery Incorporated is seeking a results-driven category development specialist to lead shopper marketing initiatives. You will collaborate with Marketing, Sales, and Channel Operations to ground category plans in shopper insights and data-driven decisions.

The role focuses on developing category and shopper strategies, prioritizing channels, and delivering measurable value through in-store execution, displays, promotions, and visibility programs.

Qualifications

• 5+ years of experience in Category Development, Trade Marketing, or Shopper Marketing in FMCG or Beverage industry.
• Strong understanding of category management, retail execution, and shopper behavior.
• Proficient in trade data analysis.

Responsibilities

• Drive shopper strategy, category growth planning, and trade marketing program execution across key channels and customer segments.
• Bridge Marketing, Sales, and Channel Operations, ensuring category plans are grounded in shopper insights, execution excellence, and data-driven decisions.
• Lead the development of category and shopper strategies, define channel priorities, and ensure trade programs deliver measurable value in visibility, conversion, and volume growth.
• Translate shopper insights into actionable retail strategies and in-store execution principles.
• Plan and prioritize BTL initiatives such as displays, promotions, activations, and visibility programs by channel and key account.
• Analyze sell-in, sell-out, and off-take data to identify category trends, gaps, and opportunities.

Skills

Category Development

Trade Marketing

Shopper Marketing

Data Analysis

Retail Execution

FMCG Experience

Job description

DUTIES & RESPONSIBILITIES:

• Responsible for driving shopper strategy, category growth planning, and trade marketing program execution across key channels and customer segments.

• Acts as the bridge between Marketing, Sales, and Channel Operations, ensuring that category plans are grounded in shopper insights, execution excellence, and data-driven decisions.

• Leads the development of category and shopper strategies, defines channel priorities, and ensures that all trade programs deliver measurable value in visibility, conversion, and volume growth.

• Translate shopper insights into actionable retail strategies and in-store execution principles.

• Plan and prioritize BTL initiatives such as displays, promotions, activations, and visibility programs by channel and key account.

• Analyzes sell-in, sell-out, and off-take data to identify category trends, gaps, and opportunities.

QUALIFICATIONS:

• With at least 5 years of experience in Category Development, Trade Marketing, or Shopper Marketing, ideally in FMCG or Beverage industry.

• Strong understanding of category management, retail execution, and shopper behavior.

• Proficient in trade data analysis