Category Manager

SUMMARY:
Category Manager

POSITION INFO:

Position Objectives

Ensure monthly and yearly campaigns meet Company objectives and support the Sales Strategy. Ensure that the brands achieve their annual objectives and overall profit contribution as determined by the overall Marketing and Company strategies.

Specific Accountabilities

1. 1. Implement and control brand strategies in synergy with the Marketing plan:

• Review brand strategies and provide input into formulating new & innovative strategies to capitalise on competitive environment, changing consumer needs & profile.
• Formulate & propose brand objectives, strategies and plans for inclusion in the annual plan.
• Identify and introduce new standard and promotion lines to ensure constant innovation, competitive edge and brand growth.
• Plan & implement a viable and varied, innovative promotional calendar, to achieve campaign & Plan objectives, as determined by the Campaign planning process.
• Formalise key product strategies and key promotional rationales before initiating an action for approval by the Marketing Director and/or presentation to the board.
• Initiate Marketing Development Briefs (MDB’s) for new product development and promotions and Project Manage to ensure implementation, control and execution to meet Annual Plan objectives and brand plans.
• Initiate product rationalisation and phase-outs and assist merchandising to manage brand inventory.
• Build brand equity for the category in synergy with the rest of the organisation by taking ownership of the category as a responsible custodian thereof

1. 2. Review the performance of all aspects of brand/product against agreed strategies:

• Report deviations to the Marketing Director and propose & implement action plans where necessary.
• Monitor the performance of the brands in terms of units and rand sales with meaningful comparisons and market related interpretations on a monthly basis. (Not a formalised process).
• Review and assessment of current promotions and contingent plans and identify key learning’s to enhance and develop future campaigns.
• Bi-annually review price levels against that of competitors & submit to Marketing Manager with rationale for price increases to meet brand strategy and company GP objectives.
• Review cost of goods targets & gross profits and implement remedial action where necessary in consultation with merchandising and Marketing Manager.
• Weekly comments/assessments of campaign sales and proposal of action plans. (report back in the weekly marketing meeting from the daily sales document)
• Continuous review of actual costs versus budget throughout the development and NPD process to meet GP objectives of product, brand and campaign is achieved and implement action where necessary.

3. Monitor and review all product lines:

• Ensure that new products are launched and maintained at acceptable gross profit levels.
• Initiate and develop value-engineered products and promotions to meet brand, campaign and company objectives.
• Identify and analyse existing products (together with R&D and Purchasing) in search of viable value analysis programmes to enhance profit margin.
• Check & approve Bills of Materials (BOM’s) for accuracy.
• Continuous review of actual costs versus budget throughout the development and NPD process to meet GP objectives of product, brand and campaign is achieved and implement action where necessary.

1. 4. Assist merchandising in maintaining acceptable stock levels on all product and promotion lines to ensure availability to the field and profitability to the Company:

• Provide input & direction and assist merchandising to:
  • Compile the annual budget forecast by product.
  • Update/amend the monthly forecasting schedule.
  • Monitor stock levels and propose action when levels are too high or low.
  • Implement plans within 3 months of product discontinuation & overstocked std lines.
  • Clear obsolete/excess promotional items.

• Attend monthly inventory management meeting to identify and implement plans for more efficient stock control.

5. Ensure effective communication, optimal service and product quality:

• Ensure the timely distribution of MDB’s as identified by the Campaign planning process. To include product positioning, claims, target costs, packaging brief, formulation direction & benchmark.
• Project manage development team and drive calendar meetings and action plans to achieve timelines and objectives.
• Keep partners & key stakeholders informed of major innovations/changes in brand strategies.
• Compile product and promotion information for the monthly brochure; ensure accuracy of information, consistent image and clear communication.
• Preparation, input and attendance to Campaign meetings as identified by the Campaign planning process.
• Initiate and develop communications for Friday newsletter as and when required.
• Preparation & presentation at field meetings, conferences, masterminds and launches.
• Provide product technical and marketing information to PR for press releases.
• Provide input and information to Customer Services to assist in effective response to customer queries.

1. 6. Informed on current market trends both locally and internationally, competitive developments and competitive price levels to ensure a proactive competitive edge.

• Conduct comparative pricing studies, review competitive trends, product lines and new launches.
• Keeping informed of competitive activities both in the direct sales and retail markets. (local & international)
• Reading local and international magazines.
• Store visits and trade exhibitions and functions.
• Utilise internet as a resource for competitive research and exposure.
• Interacting with suppliers on a continuous basis to keep informed on international trends and identify innovative opportunities (fragrances, skincare colour, packaging, etc.)
• Communicate market information to relevant people in the organisation and field.
• Conduct in-house research & field group testing of upcoming promotional ideas and new product developments
• Implement user trials to analyse new developments for effectiveness and consumer effectiveness.

1. 7. Campaign planning process / Campaign development

• Drive Campaign planning process to initiate campaigns in support of sales strategy to meet overall company objectives.
• Provide rationale for promotional and brand strategies at Campaign meetings.
• Provide input into campaign in terms of recipe to maximise campaign mix at Campaign meetings.
• Integrate with sales, promotions and merchandising to identify incentive requirements and plan activities to drive campaign at Campaign meetings.
• Ensure timeous execution of NPD and Promotions to deliver planned campaign.

1. 8. Artwork/Design/Copy

• Formulate creative brief to design house for new products, product/brand upgrades, new concepts.
• Develop artwork copy and product claims utilising R&D input (technical product information & legislation)
• Research & develop artwork within budget and GP limits, in line with brand image and positioning and check for accuracy.
• Ensure design & print criteria are feasible and fall within budget constraints. Maximise budget to innovatively package new products and promotional lines.
• Formulate brief and copy for sales aids, leaflets, product catalogue.
• Brief liaison layout, copy, design in line with product image and positioning & campaign objectives and ensure accuracy of information and content.
• Brief photography, provide mock-ups where applicable and attend necessary photo shoots.
• Update price lists and check for accuracy.

1. 9. Product Launches: CONFERENCE/BEAUTY DAYS/ RMM’S/GIFTING/BEAUTY EDITORS

• Innovative, creative product launches and presentations at GD and AD conference including PowerPoint, video, leaflet, sales aids, gifts and entertainment to maximise budget limitations.
• Compile & present presentations for RMM’s, Beauty Days, Beauty Editors launches and ad hoc presentations as required.
• Attend Regional Masterminds to present brand strategies and plans for future campaigns and identify activities to optimise sales growth and stimulate new networks/markets.
• Attend Regional Masterminds & field events to obtain exposure and insight into sales strategies, plans and activities and to maximise and support campaign and sales strategy.
• Support sales drives, recruits, sub agents, BA retention activities with innovative non-saleable incentives e.g. gifting sub agent drive.

1. 10. Training

• Product Training
  • Develop and update course material as and when required in order to ensure a high standard of product training presentation and delegate packs (if required)
  • Plan, organize and implement an annual Training calendar each year
  • Assist with training, field launches and beauty days as required.
  • Timely updating of the Product Training Guides and related slides, CDs etc
  • Conduct workshops
  • Budget control
    • Develop a comprehensive annual budget for all training, travel and development needs respect of product training and other training and responsibilities which forms part of the overall Training Budget
    • Track, monitor and control expenses in line with the budget
    • Ensure the effective and timely management of recoveries, claims and re-imbursements
    • Administration and control
      • Analyze course evaluation information to assess needs and improvement requirements and conduct at least one user group forum with RD/AD groups to assess relevance of Expert Training and Make Over training contents

1. 11. Campaign KPA’S (40% contribution to Category Manager’s KPA)

• Monitor category contributions, especially skincare and fragrance, together which should contribute 80% to campaign forecasts.
• Convert existing ethnic fragrance users to skincare – to create brand loyal clients.
• Ensure well-timed integration between Sales and Marketing when building the monthly campaigns.
• Ensure that monthly and annual plan; NSV and GSV objectives are met.
• Ensure that monthly and annual Gross Profit Percentage (GP %) objectives for Non Discountable, Discountable, Sales Aid, Excess Stock and Total Company are met.
• Identify key months to feature promotions from the ‘smaller’ brands in order for these brands to meet their annual targets.
• Build each month’s campaign with a ‘theme’ that will create ‘activities’ for the field in order to help them drive sales for each month.
• Give valid marketing input to Merchandising to help move excess stock per campaign. If promotions are slow during the month, to immediately plan these promotions into future liaisons in order to help sell through and avoid costly stock holding.
• Ensure the following are present in the building of each month’s campaigns:
  • HUM’s: (High Unit Movers] Build in HUM’s as the campaign’s ‘loss leader’ in order to bring in new clients who could then be converted to loyal clients.
  • WOW: generate excitement in the field in order to help with recruitment and to deliver high gross sales.
  • HAOS: ensure that the promotions are built in such a way as to increase the Average Order Size per customer
  • PRICING MIX: Ensure that there is a good mix of high and low prices each month. Note that Feb, Mar and Dec are ‘low price point’ months and campaigns should be built accordingly.

Education & Experience

• Matric
• 3-year IMM Diploma or B. Comm Marketing
• Proven track record of 4 years of successful product development, positioning and promotion.
• Brand management experience in the FMCG environment
• Knowledge of finance and budgeting
• Research and evaluation skills including the ability to interpret market research, calculations and graphs

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