CATEGORY DEVELOPMENT MANAGER
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Lotus Bakeries
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Every coffee needs a Lotus!
Nigel Wright Group are delighted to be working with Lotus Bakeries on a Category Development Manager recruitment. If you are interested in working in an entrepreneurial business with iconic brands including Annas Pepparkakor this could be an opportunity for you.
Job purpose
The Category Development Manager(CDM) is responsible for brand development of Lotus Biscoff and Lotus Dinosaurus in the Nordic in order to achieve the strategic plan objectives in terms of volume, turnover and margin. The CDM will build the Lotus Biscoff concept in Nordics, within the directions laid out in the global brand strategy in order to achieve the area’s strategic plan objectives. CDM is responsible to build a strong expertise and documentation regarding channel development, category management as well as business analysis. The CDM is also responsible to ensure that the SOF use marketing data from Nielsen and customer POS data in an efficient and structured way to ensure advantage for the SOF toward local markets. CDM is based in Tyresö and report directly to SOF Manager with no direct reports reporting to the role. The CDM reports to the SOF Manager Nordics. CDM is important link between SOF Nordic and GB&CD.
Key results areas
Brand & instore marketing for Lotus
- Develop activities & actions to further enhance Lotus brand/products in the Nordics; able to turn these activities into a clear strategy & action plan
- Implement overall marketing strategies into a trade marketing activity for Lotus Biscoff/Dinosaurus that ensures maximum visibility, rotation & volume driven both in ordinary fixture and second placement
- On top of available trade marketing tools from corporate marketing for Lotus Biscoff/Dinosaurus; when needed develop displays and PPD locally in order to ensure speed to market and local adaptation in close co-operation with GB department
- Share in-market learnings & best practices with Corporate marketing in order to nurture the global repeatable success model
- Firsthand P&L responsibility for Lotus assortment within SOF Nordics
- Create Consumer & Shopper insights by being up to date with the latest trends &developments, analyze market, categories, competition & customer, evaluate impact/results of past actions
- Based on the 8 steps category management process, define the category, the role of the category, assessment of the category; keep track by keeping a category scorecard (KPIs); determine the category strategy (e.g. optimize assortment, optimize promotions, etc.), the tactics to use and make the plan to implement and to review progress
- Gather relevant consumer and shopper insights
- Define category strategy for Lotus Bakeries
- Define and track category KPIs
- Define core assortment, across all routes to market identified
- Define pricing strategy
- Define and review promotion plan for key channels and customers
- Prompter for trade and instore marketing & product management
- Develop channel strategy to determine how to take advantage of brand building & sales opportunities in existing and new channels
- Collect, organize and analyze information such as: Nielsen, retail scanning data, household panel data, … aiming to advise customers on opportunities how to improve sales and margins
- Regular business analysis tasks, to apply to all channels and markets
- Monthly analysis of retail POS data by Nielsen SE
- Fine tune instore promotion plan with KAM Retail & KAM OoH to ensure execution is in line with customers’ expectations and take an active part in sales meetings to motivate sales reps as well as deliver KPIs for the trade marketing activities that we have invested in
- Manage administrative tasks linked to the CDM role: CRM system, budget tracking, sales partners data and tracking system
- Check expenditure stays within the budget
- Relevant University Degree
- Minimum 2 years of Trade/Brand Marketing/Category Management
- Previous experience of working with external agencies (advertising, Nielsen, IRI, etc.)
- OoH experience is a plus
- Analytical, task and result oriented
- Strong communicator who will go the extra mile
- Hands-on mentality and out of the box thinker.
- An entrepreneurial spirit
- Fluent in Swedish and English
- Nielsen, Microsoft office, SAP (user knowledge) proficiency