Category Strategy Manager

  • Uxbridge, United Kingdom
  • Full-time

Company Description

One of the world’s leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Yoplait and more.

We seek out the best of the best and give them development, support and the chance to lead something big. Choosing a career with us means joining a company that makes a difference for others. There is tremendous opportunity here for people who want to advance the industry, through innovation and nourish the world with quality.

Job Description

Key Objective:

The Category Strategy Manager is the lead role in enabling GM’s ability to win in store through setting and delivering of a specific Category range, distribution and space targets. As such this role plays a crucial role in the delivery of topline (NSV) performance for the NEC Cluster.

In order to achieve these targets, this role will develop & deliver a clear Category Activation Strategy for a defined GM Category. The Category Activation Strategy will be built from the development & application of compelling Shopper Understanding & research in order to influence both internally and externally to deliver
strategic Category growth for General Mills and our Customers.

The CSM will be the lead on high level strategic Category & Shopper thinking within the cluster and is responsible for embedding our Category Visions. They will be responsible for influencing cross functionally to ensure brand plans & initiatives are aligned to prioritized growth drivers.

The role also includes the management & development of 2 Customer Category Managers (CCMs).

Category Activation Strategy & Planning

Own the Shopper Insight agenda

Through leveraging existing data and deliver of new bespoke research studies, develop a clear understanding of category & shopper insights for a defined category.

Advance Shopper Insight through partnership with International Shopper Insight team to ensure innovation in methodology and delivery of customer advantaged insights

Develop the Local Category Strategy

Maximising Trading Efficiency via range prioritisation, setting distribution targets and opportunity assessment

Develop Channel & Shopper Mission focussed execution plans

Category “Point Of Purchase Vision”

Category based Innovation pipeline management, owning category specific Gate inputs

Shopper driven/category focused promotional guidelines (with SRM Managers).

Shopper driven/category focused ARP management (with SRM Managers) to deliver ASP targets

Act as an ‘early warning radar’ for UK business through ongoing key metrics analysis/monitoring

Support Regional Category Vision

Effectively influence Regional Category team to ensure Category Visions are grounded in local shopper understanding

Local sponsor of Category Vision alignment of Local Brand Strategy and Category plans

Be the lead local Category consult to Regional Category team to aid the influence of local category needs into Regional BDT team.

3) Customer Engagement and Local Category Execution

Lead CCMs on Category Strategy implementation planning

Lead on local development of all trade sells to ensure our stories are grounded in strong Category argument.

Identify and build appropriate external relationships in conjunction with Customer Category Managers

Delivery of tailored Shopper Insights externally, which lay out tangible growth opportunities in our key customers across prioritised categories.

Manage and Develop high performing Customer Category Managers

Contribute to the creation of a best in class Category Development function in the UK in conjunction with the Head of Category and leveraging regional capability

Line Manager of 2 Customer Category Managers, responsible for recruiting and developing high performing individuals including all aspects of the performance management cycle

Collaborate with and leverage regional category capabilities for maximum effect.


The Person

  • Extensive experience (5-10yrs) in Category Management and Shopper Insights
  • Experience (2-3yrs) in Category Strategy development
  • Line management experience
  • Strong commercial acumen through direct experience in Sales or Marketing.
  • Proven ability to lead, challenge and deliver change in a matrix organisation
  • Self-motivated with an ability to stimulate an agenda
  • Action-focused mindset with proven ability to deliver through others
  • Collaborates effectively across market and functional boundaries.
  • Excellent communication and influencing skills
  • Excellent story-telling skills, which include a clear call to action
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