Category & Channel Development Lead (Trade Marketing | FMCG)

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.