Category & Shopper Development Lead

Our Clients; Philippines; On-site; PHP 900,000 - 1,500,000; Full time

Job summary

Our Clients is seeking a Category & Shopper Development Lead in Makati. This role drives category growth and shopper-centric strategies, translating consumer and retail insights into actionable plans.

You will partner with Sales, Brand, and Trade teams to enhance retail execution, strengthen RTM strategies, and deliver sustainable growth across channels. The ideal candidate holds a business degree with at least 5 years in Category Development, Shopper Marketing, or Trade Marketing within FMCG or

Qualifications

• Bachelor's degree in a related field (Master's degree an advantage).
• Minimum 5 years of experience in Category Development, Shopper Marketing, or Trade Marketing in FMCG or food & beverage manufacturing.
• Strong expertise in category management, shopper behavior, retail execution, and trade data analysis.
• Proven experience in developing and implementing Route-to-Market (RTM) strategies and channel development initiatives.
• Experience managing both General Trade and Modern Trade channels.
• Strong background in below-the-line (BTL) marketing, promotions, activations, and nationwide execution programs.
• Excellent analytical, strategic planning, stakeholder management, and presentation skills.

Responsibilities

• Develop category and shopper strategies aligned with brand objectives, consumer insights, and channel dynamics.
• Translate shopper insights into actionable category growth plans, selling stories, and retail execution strategies.
• Lead trade marketing planning, including annual calendars, promotions, activations, displays, and channel-specific programs.
• Design and implement Route-to-Market (RTM) and channel development initiatives to improve market coverage and execution.
• Drive category reviews and business recommendations using trade, shopper, and market data.
• Establish performance measurement frameworks and conduct post-activity evaluations to identify opportunities for improvement.
• Partner with Sales, Brand, Trade Marketing, and other stakeholders to ensure alignment and effective execution of initiatives.
• Support General Trade and Modern Trade channel strategies to maximize category growth and shopper engagement.
• Lead business reviews and present category insights, recommendations, and performance updates to management.
• Champion continuous improvement through data-driven decision-making and cross-functional collaboration.

Skills

Category management

Shopper behavior

Retail execution

Trade data analysis

RTM strategies

General Trade and Modern Trade

BTL marketing

analytical skills

presentations

stakeholder management

Education

Bachelor's degree in Business Administration/Management/Marketing/Economics

Job description

Office location: Makati

Work Setup: Full onsite

Schedule: Monday to Friday, Dayshift

Role Overview

The Category & Shopper Development Lead drives category growth and shopper-centric strategies by translating consumer and retail insights into actionable business plans. The role partners closely with Sales, Brand, and Trade teams to enhance retail execution, strengthen route-to-market strategies, and deliver sustainable growth across channels.

Qualifications

• Bachelor's degree in Business Administration, Management, Marketing, Economics, or a related field; Master's degree is an advantage.
• Minimum of 5 years of experience in Category Development, Shopper Marketing, or Trade Marketing within the FMCG or food & beverage manufacturing industry.
• Strong expertise in category management, shopper behavior, retail execution, and trade data analysis.
• Proven experience in developing and implementing Route-to-Market (RTM) strategies and channel development initiatives.
• Experience managing both General Trade and Modern Trade channels.
• Strong background in below-the-line (BTL) marketing, promotions, activations, and nationwide execution programs.
• Excellent analytical, strategic planning, stakeholder management, and presentation skills.

Key Responsibilities

• Develop category and shopper strategies aligned with brand objectives, consumer insights, and channel dynamics.
• Translate shopper insights into actionable category growth plans, selling stories, and retail execution strategies.
• Lead trade marketing planning, including annual calendars, promotions, activations, displays, and channel-specific programs.
• Design and implement Route-to-Market (RTM) and channel development initiatives to improve market coverage and execution.
• Drive category reviews and business recommendations using trade, shopper, and market data.
• Establish performance measurement frameworks and conduct post-activity evaluations to identify opportunities for improvement.
• Partner with Sales, Brand, Trade Marketing, and other stakeholders to ensure alignment and effective execution of initiatives.
• Support General Trade and Modern Trade channel strategies to maximize category growth and shopper engagement.
• Lead business reviews and present category insights, recommendations, and performance updates to management.
• Champion continuous improvement through data-driven decision-making and cross-functional collaboration.