Trade Marketing Manager – Category Development (FMCG)

Location: Makati City

Work Setup: Onsite

Work Schedule: Monday-Friday; Dayshift

Job Role Overview

The Trade Marketing Manager – Category Development is responsible for driving category and shopper growth strategies by translating consumer and market insights into effective retail and trade initiatives. This role works closely with cross-functional teams to develop category plans, enhance in-store execution, and deliver data-driven recommendations that support business performance across channels.

Key Responsibilities

Category & Shopper Strategy

• Develop category and shopper strategies aligned with brand positioning, shopper behavior, and channel requirements.
• Translate shopper insights into actionable retail strategies, execution guidelines, and customer-focused selling stories.
• Identify opportunities to strengthen category performance and drive growth.

Trade Marketing & Execution

• Lead trade marketing planning and execution, including annual activity calendars and below-the-line (BTL) programs such as promotions, displays, and activations.
• Develop channel-specific toolkits and execution standards to ensure consistency across trade initiatives.
• Support the effective implementation of category and shopper programs across key channels.

Performance Analysis & Insights

• Establish metrics and performance tracking frameworks for trade and category initiatives.
• Analyze trade and shopper data to measure program effectiveness and identify areas for improvement.
• Conduct post-activity evaluations and provide recommendations to optimize future initiatives.

Cross-Functional Collaboration

• Partner closely with Brand, Sales, Trade, and Shopper teams to align strategies and business priorities.
• Leverage analytics and market insights to support decision-making and business reviews.
• Facilitate collaboration across functions to ensure successful execution of category and trade initiatives.

Qualifications

• Bachelor's degree in Business Administration, Marketing, Management, Economics, or a related field; a Master's degree is preferred.
• At least five years of experience in Category Development, Trade Marketing, or Shopper Marketing within the FMCG or beverage industry.
• Strong background in category management, retail execution, shopper behavior, and trade data analysis.
• Proven ability to translate consumer insights into effective category and trade strategies.
• Experience in performance tracking, post-activity evaluation, and business analysis.
• Strong stakeholder management, communication, and cross-functional collaboration skills.