Category & Shopper Development Lead (Trade Marketing)

PM Consulting; Philippines; On-site; PHP 900,000 - 1,500,000; Full time

Job summary

PM Consulting is seeking a Category & Shopper Development Lead (Trade Marketing) to drive category growth and shopper-centric strategies. You will translate consumer and retail insights into actionable plans, partnering with Sales, Brand, and Trade teams to elevate retail execution and route-to-market strategies across channels.

The role requires a strong background in category management, RTM planning, and experience across General Trade and Modern Trade, with a data-driven approach and

Qualifications

• Bachelor’s degree in Business Administration, Marketing, Economics or related field.
• Minimum of 5 years in Category Development, Shopper Marketing or Trade Marketing in FMCG or Food & Beverage manufacturing.
• Strong category management, shopper behavior, retail execution and trade data analysis skills.
• Experience developing RTM strategies and channel development initiatives.
• Experience managing General Trade and Modern Trade channels.
• BTL marketing, promotions, activations and nationwide execution experience.

Responsibilities

• Develop category and shopper strategies aligned with brand objectives and channel dynamics.
• Translate shopper insights into actionable growth plans and retail execution strategies.
• Lead trade marketing planning including calendars, promotions and channel programs.
• Design and implement RTM and channel development initiatives to improve market coverage.
• Drive category reviews and business recommendations using trade data.
• Establish performance measurement and conduct post-activity evaluations.
• Collaborate with Sales, Brand and Trade teams for aligned execution.
• Support General Trade and Modern Trade channel strategies to maximize growth.
• Lead business reviews and present insights to management.
• Champion data-driven decision making and cross-functional collaboration.

Skills

Category management

Shopper marketing

Trade marketing

Analytical skills

Stakeholder management

Presentation skills

Education

Bachelor’s degree in Business/Marketing

Job description

Category & Shopper Development Lead (Trade Marketing)

Job Openings Category & Shopper Development Lead (Trade Marketing)

About the job Category & Shopper Development Lead (Trade Marketing)

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.