Category Manager (Drinks & Milk Products)

The Role

To develop and implement strategic plans for the Drinks, Milk & Milk Products categories within the framework of a disciplined category management process. This role will drive sales growth, profitability, and customer satisfaction by building a well-balanced product portfolio across fresh and ambient drinks, dairy, and value-added milk products.

Key Responsibilities

• Category Growth
  Deliver sales, profit, and income goals for Drinks, Milk & Milk Products through structured category strategies and execution.

• Range & Assortment Management
  Curate and manage a product mix that balances customer favourites (e.g., fresh milk, flavoured milk, juices, functional beverages) with innovation (e.g., plant-based alternatives, fortified products, lifestyle-oriented drinks).

• Promotions & Customer Engagement
  Design and execute promotions aligned with key consumption occasions such as breakfast, school, family gatherings, and festive seasons to drive incremental sales and strengthen brand loyalty.

• Pricing & Value Strategy
  Implement competitive pricing strategies that balance affordability with profitability, taking into account commodity price fluctuations (e.g., raw milk costs, supply chain shifts).

• Merchandising & Planograms
  Develop placement and planogram strategies that maximize product visibility, ensure cold-chain compliance for fresh products, and improve shopping convenience.

• Supplier & Brand Partnerships
  Build and maintain strong relationships with global and regional dairy producers, beverage suppliers, and local distributors. Negotiate trading terms, discounts, and supplier income to enhance profitability.

• Innovation & Health Trends
  Leverage health and wellness trends (e.g., lactose-free, high-protein, plant-based beverages) to introduce new products and capture emerging consumer segments.

• Shrink & Inventory Control
  Minimize wastage and write-offs, especially in short shelf-life dairy categories, through disciplined forecasting and inventory management.

• Collaboration
  Work closely with operations, marketing, and supply chain teams to ensure efficient in-store execution and availability.

Requirements

• Degree in Business, Marketing, Food Science, or a related discipline

• At least 3 years of experience in category management, merchandising, or marketing—preferably within drinks, dairy, FMCG, or retail

• Strong commercial acumen with proven success in category growth and profitability

• Knowledge of dairy industry dynamics, beverage innovation, supply chain considerations, and consumer health trends

• Proficiency in data analysis tools (Excel: PivotTable, VLookup / Tableau / Nielsen) to translate sales and market data into actionable plans

• Strong supplier relationship management and negotiation skills

• Excellent communication and stakeholder engagement capabilities

• Organized, self-motivated, and able to manage multiple priorities in a fast-paced retail environment

• Customer-first mindset with an ability to balance value, quality, and innovation