Category and Shopper Activation Coordinator, Italy

  • Milan, Metropolitan City of Milan, Italy
  • Full-time

Company Description

We serve the world by making food people love. As one of the world’s leading food companies, General Mills believes that food should make us better. Food brings us joy and nourishes our lives, connecting us to each other and the earth. 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.

Job Description

Role scope: Develop and execute the Category and Shopper activation for Haagen-Dazs, Old EL Paso & Nature Valley in Italy.

Main tasks:

Category vision & strategy: Adapt/develop category vision/strategy maximizing local consumer/shopper insights according to the local trade scene.

Portfolio & Assortment:

•Define and optimize the local portfolio based on regional guidelines and local jewels.

•Prepare launch to win process for NPD’s with assumptions and targets by channel/customer.

Pricing & Promo:

•Prepare and monitor the pricing strategy recommendation by channel and format.

•Provide guidelines to maximize the promotional plans and closely monitor monthly plans of GMI and competition.

In Store execution:

•Prepare in store POS material and design solutions by channel/brand/retailer.

•Monitor Instore execution and competition monthly.

•Define/adapt and monitor the Brand shelving vision to ensure the correct share of shelf.

Trade communication:

•Develop and articulate all category/activation initiatives with key stakeholders.

•Develop trade decks and sell in decks for all brands for retailers and distributors.

•Close communication with internal and external partners.

Market Share analysis:

•Regular monitoring and analyze of market share data and provide deep analysis of actions needed.

Channel development/Business Op:

•In cooperation with the sales team, develop plans to capture business opportunities through (new channels, partnerships)


  • Master Degree or MBA will be considered an asset

  • University degree in Business or related field

  • 5+ years of Commercial experience with leading FMCG or other related companies/industries

  • Strong numerical and analytic skills with ability to probe numbers for trends, insights and opportunities, and translate into logical, concise and clear recommendations

  • Natural collaborator, with strong leadership, influencing and people skills

  • Excellent Italian and English language skills is a must

Additional Information

Please submit your CV in English only.

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