Convenience Retail Category Manager

Shell - Manila

Job Description Back

Job ID 79554BR

The Convenience Retail Category Managers are responsible for establishing the vision, strategy, key marketing tactics and upholding the relationship with leading product manufacturers for the assigned category in support of the achievement of business sales and profitability targets. This purpose is satisfied via close adherence to retailing category management planning and implementation principles supported by fact-based decision making regarding product mix, pricing, merchandising and promotions under industry standard processes. Category Managers also make sure their category actions are grounded on local market trends, consumer behavior, and the competitive environment of the marketplace. 
In the Shell context, the local Category Managers are supported by professionally formed global category communities led by the Global Direct Operations and Category Management team, This set up allows synergies of global strategy and local business impact, transference of best practices and the unique perspective gained from the combination of global strategy with close to market operational exposure. The “look of success” for the combined global and local relationship is the achievement of revenue and margin targets and the aspiration of category growth greater than market levels.  
Strategic Foundation of the Role:
The Category Manager foremost role is to lead the assigned category growth and to function as subject matter expert in the business. As such, the starting point for the role is the achievement of a clear and tangible direction for the category in the country the incumbent operates. This direction includes:
  1. Understanding real potential for commercial growth for the assigned category in a 1 / 3 / 5 years horizon;
  2. Identify customer missions / consumer need states / target category segments / market growth strategy
  3. Define growth opportunities and execution levers /category/brand in line with the country plan
  4. Tracks business results and recommend specific solutions to address category deviation from operating plan
General Responsibilities: 
  • Function as subject matter expert to local market and operating units in the development of profitable category business plans.
  • Supports creation and delivery of a category strategy and implementation model for the categories under his/her accountability. The work is based on Shell central standards which are retail industry based.
  • Owns the business targets to the assigned categories and tracks the category performance.
  • Support identification of corrective actions for deviations versus plans on the core marketing areas of Price, Promotion (decomposition and planning), Product (range and assortment) and Placement (planograming and adjacencies).
  • Share best practices
  • Owns the local relationship with leading FMCG manufacturers which Shell has a global relationships. Support the global team in the monitoring of the performance scorecard of the global suppliers for the assigned category.
  • Support development and implementation of framework for global agreements to be deployed in market. Subject matter expertise for the development of regional or local marketing agreements for the assigned category under a total value creation approach.
  • Work in close collaboration with the central CR Supply and Contracting and Procurement in identifying synergy opportunities and incremental value to the business. 
Detailed responsibilities:

  1. Planning and Analysis  Set category role and fit within the overall business strategy, support developing a category plan, and establishing measurable objectives for the plan. Its the Category Managers responsibility to deliver the business targets for the category based on a global / local approved category plan. She/he also determines whether changes to the strategy or tactics are needed, and then facilitate implementation of those changes.
  2. Financial Accountability  Has expertise to analyze sales, margins, inventory levels and purchasing decisions, in order to accurately establish and manage profitability for the assigned category. Financial measurements may include inventory turnover, return on inventory, gross margin return on inventory, sales and gross profit contribution by linear foot, and return on investment. Availability of these metrics is dependent on data availability, business model and level of market development.
  3. Supplier Management  the Category Manager must actively support the management of strategic category suppliers and the development of the relationship.  Through Category Management process, the incumbent establishes the strategic return of these supplier relationships with a win-win total value creation focus for the business. The Category Manager will advise/support the local operating units in areas such as:
  1. Participating in purchase negotiations.
  2. Determining timing and quantity of purchases.
  3. Establishing efficient inventory levels.
  4. Selecting profitable payment terms.
  5. Evaluating supplier resources, shared category goals, and the supplier’s appropriate role and level of involvement in category planning.
  1. Product Management— The Category Manager will share accountability with the local operating over the merchandising plan to be implemented by market. The Category Manager role shall include facilitation of periodic range management reviews to lists and delists products with input from store operations, suppliers, and industry and trade research.
  2. Communicating and Monitoring Execution  The Category Manager will support as needed the development of communication efforts with store operations, various internal departments and suppliers, seeking a smooth execution of the category plan and tactics at store levels. The Category Manager advices the Business Development Manager in the definition of terms and establishment of site level performance metrics and KPIs for the 4Ps (Pricing, Promotion, Product and Placement).
Transference of best practices – The Category Manager is an active participant in Shell’s Global Category Management Community for the assigned category. Works with the community in sharing local best practices with global applicability and pull resources from the community to implement best practices from other markets where appropriate or potential. 

Required Qualifications


Preferred Qualifications


Company Description

Shell has been present in the Philippines since 1914 and today employs more than 3,000 people. Shell’s diversity of operations in the Philippines attracts world-class graduates and experienced professionals alike. Our commitment to your career and learning is evidenced by our industry-leading career development programme and unrivalled access to a local and global pool of experts. Innovation is imbedded in our working culture, and you will benefit from our drive to help you succeed and unlock your potential. The Shell companies in the Philippines (SciP) include various companies operating in oil and gas exploration, production, oil refining, distribution and sales to consumers. Pilipinas Shell Petroleum Corporation (PSPC) refines, blends, transports and sells a wide range of high quality fuels, lubricants, liquefied petroleum gas, bitumen and other specialty oil-based products. It operates a 93-thousand barrels per day refinery, 22 oil depots across the country and over 970 retail stations nationwide.

Additional Information

  • Job ID
  • Post Date
    Jun 30, 2018
  • Employee Type
  • Relocation Eligible
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