Category Development & Marketing is the prompter for brand marketing and the scriptwriter for sales. As a Category Development & Marketing Manager, you will be responsible for the channel strategy, the respective category we operate in and for the development of the brands. Based on business insights he/she executes the brand strategy by making a channel plan, marketing plan and  action plan in order to optimize assortment, distribution, visibility and (household) penetration with strong trade communication and consumer/shopper communication. This role requires strong trade marketing/category development skills and a flavor of brand marketing. The Category Development & Marketing Manager is overall responsible for the brands and products and manages a number of main brands him-/herself in close co-operation with Global Brands & Customer Development (GB&CD) – Head Office located in Belgium/Switzerland, Regional Marketing Manager located in Thailand, as well as direct with the brand owners of  RMM and ANNAS. Reports directly to the Country Manager Lotus Bakeries Korea. The Category Development & Marketing has currently one direct report; Trade Marketing Analyst.

As a Category Development & Marketing Manager, these would be some of your main responsibilities.

1.    Business Insights:

• Responsible for data management, revenue management and KPI dashboarding.
• Supports the Trade Marketing Analyst with analysis and turning data into information as well as creating revenue management and KPI score boards.
• Turns information in to knowledge by creating business insights from a marketing point of view that will be used as fuel for the channel strategy, channel plan, marketing activation plan and annual action plan.
• Conduct market research and analysis to identify the needs, preferences, and behaviors of the target customers/shoppers and channels.
• Pre- and reviews the marketing activities and investments in order to gain valuable insights on the results and the return on marketing investment.

2.    Marketing, Category and Brand Development:

• Develop and implement comprehensive multi-channel marketing strategy (short/mid/long-term) to determine how to take advantage of brand building and maximize sales opportunities both in existing and new channels.
• Conducts a partition analysis (every 3 year) and set the range by brand on an annual basis in order to meet the consumer/shopper needs.
• Reviews the channels and the respective strategy in order to be able to make a channel plan leading up to the marketing activation plan.
• Makes the Marketing Activation Plan with a one year horizon based on the optimization of the assortment, distribution, off-line and on-line visibility and how to build and increase the household penetration of the brands; promotions (including rules and guidelines), tastings, pricing, communication and rotation.
• Supports the sales team making their customer business plans and ensures that these are aligned with the 12M Marketing Activation Plan.
• Responsible for the proper execution of the Marketing Activation Plan, tracking and tracing of the results as well as regular review of the plan against actual results.
• Executes global marketing campaigns and if needed develops local materials in order to generate content and conversion via E-Commerce and social media. .
• Create and manage the marketing budget to ensure optimal allocation of resources and return on investment.
• Supports the sales team with their management of key accounts, distributors, wholesalers, and retailers by  providing them with training, support materials and marketing insights.
• Collaborate with other departments to ensure cross functional working in the team.
• Communicate with Asia office and HQ (GB & CD) and Regional Marketing department in Thailand in order to ensure full alignment with global and regional strategies, rules & guidelines and provides at the same time inputs to both.

3.    Assortment/Distribution/Visibility/Penetration:

• Executes the Partition Project (every 3 years) and range review (every year) in order to ensure a brand and product assortment that meets consumer needs and requirements; packaging design, product specifications, pricing, etc. 
• Lead new product and/or SKU introductions and build launch plans.
• Lead assortment ranking (what to list where) from a consumer/shopper point of view by channel/customer to get the optimal assortment listed by customer
• Has database (with input from sales)  about planogram change date, lead time for launches, shelving aspects, ready shelf packaging requirements, etc.
• Analyses together with sales listing progress and distribution realization/optimization. 
• Creates insights in the shopper decision tree (SDT), routing in store and trade concepts to entice shoppers. 
• Analyses together with sales (by customer) the opportunities to optimize the in-store visibility on shelf (brand blocking, brand-zone, etc) and guides sales how and where to present our brands/products.
• Analyses together with sales (by customer) the opportunities to optimize the secondary display options in-store in order to optimize availability and visibility of our brands/products.
• Supports the sales team making  a plan by customer  to improve in-store visibility with clear KPI’s to be executed by sales and ensures follow-up on KPI’s (ADVP Tracker).
• Set guidelines regarding what brand/products to promote, how many times per year, what maximum discount and what kind of execution by customer to direct sales and help them to execute. 
• Set guidelines regarding sampling activities in-store and/or out of store, how many times per year, where and how to execute with clear KPI’s and ensure implementation by sales and/or external agency. 
• Optimize penetration building activities based on promotion and sampling evaluations made by sales (as part of monthly business review and SFC process).
• Develop pos material to support in-store promotions, sampling activities and optimized visibility on shelf and for secondary placement.
• Develop Pricing Strategy based on list Prices and RSP by Channel.

4.    Communication in-store and on-line:

• Develop and execute communication materials for the trade ; leaflets, presentations, brand stories, samples, etc.
• Communication with consumers (if applicable); social media, web-site, events, response to consumers.
• Responsible for the feedback and (written) response and answer consumer questions regarding B&B products.

Alongside living our TOP values of Team Spirit, Open Dialogue, and Passion, the most important things we’re looking for from you are: 

Ideal candidate: 

• TOP Values: Team Spirit, Open Dialogue, and Passion
• Lotus Competences: Excellent Execution, Driving Result, Improving Continuously, Strategic Thinking, Embracing & leading change, Making people better
• Professional Knowleges: In-depth & broad

Education (degree):
•    Bachelor degree with a relevant Master

Competence profile:
 

Experience:

• Around 7 – 10  years of solid trade marketing or category development experience (Brand marketing experience will be a plus)
• Strong experience in FMCG (preferably in food/drinks), working with A-brands and working in an international environment.
• Knows and understands the market, channels, customers as well as consumer and shopper behavior in Korea and has an actual network with agencies and research companies.

Language:

• Fluent in Korean and English (both verbally and written)

Personal competences:

• Strong personality and serious partner in business
• Strong communicator both internally and externally. 
• Analytical, fact-oriented, solution-oriented (“how can we make this happen”)
• Hands-on mentality
• Understands the broader picture with an eye for detail.
• People Manager, takes initiative and has the courage to make a difference.
• Entrepreneurial, high energy level (no 9-5 mentality) and a good sense of humor

KPI’s:

• Turnover and REBIT (company target)
• Channel Strategy and Channel Plan  (personal target) 
• 12M Marketing Activation Plan (personal target)
• ADVP Optimization (personal target)