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← Công ty TNHH Pierre Fabre VN

Category & Retail Activation Manager

Công ty TNHH Pierre Fabre VN · Hồ Chí Minh
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Type
Full-time
Work mode
On-site
Level
Manager
Industry
Retail / FMCG
Salary
Thương lượng
Location
Hồ Chí Minh, Hồ Chí Minh, Hồ Chí Minh

Overview

  • The Category & Retail Activation Manager drives commercial growth primarily for the Dermo Cosmetic portfolio (~80% of scope) while supporting established commercial programs for the Pharma portfolio (~20%). This role translates brand strategy into customer-centric category plans and in-store activation programs, owning the full cycle from category diagnosis to shelf execution and performance…
  • Reporting to the Commercial Excellence Manager, this position acts as a bridge between Marketing strategy and Sales execution, ensuring category development, retail activation, and trade investment are coherent, channel-relevant, and ROI-driven across pharmacy, H&B, and eCommerce channels.
  • A. Category Development & Customer Planning (40%)
  • Category Diagnosis & Growth Planning:
  • Conduct category diagnosis by channel and key customer: performance trends, shopper behavior, competitive dynamics, and white space opportunities.
  • Translate insights into category growth plans with clearly defined roles per brand/segment and channel (pharmacy, H&B, eCommerce where applicable).
  • Define assortment architecture and distribution priorities; build data-driven rationale for listing, delist, and range extension decisions.
  • Develop annual trade investment plans and commercial calendar — covering product launches, seasonal campaigns, and key business priorities — aligned with category strategy and business objectives.
  • Contribute to annual business planning and forecasting cycles.
  • Planogram & Merchandising Standards:
  • Develop planogram principles and local merchandising standards for key channels, tailored to cluster and power customer needs.
  • Ensure shelf execution reflects category strategy: visibility, adjacency, and brand blocking principles.
  • Customer Collaboration & JBP Support:
  • Develop customer trade stories and support Joint Business Plans (JBPs) with KAMs — integrating category insights, activation plans.
  • Partner with KAMs and key pharmacy chains / H&B retailers to improve category performance through data-driven recommendations.
  • Track category KPIs: distribution coverage, shelf quality, OOS signals, and promotional compliance (with BI support).
  • B. Retail Activation & In-Store Execution Excellence (35%)
  • Activation Strategy & Annual Planning:
  • Translate brand plans into retail-relevant programs: visibility campaigns, product launches, seasonal activations, and in-store storytelling.
  • Lead annual commercial calendar planning including product launches, seasonal campaigns, platform events, and key business priorities.
  • Perfect Store / RISE & In-Store Execution:
  • Lead deployment and tracking of Perfect Store / RISE standards
  • Partner with Sales field teams to ensure coaching, deployment, and execution routines are embedded across channels.
  • Monitor in-store execution and visibility compliance across pharmacy and H&B channels.
  • POSM & Visibility Program Management:
  • Define POSM strategy, production briefs, and quality standards; manage agencies and suppliers on lead times and cost efficiency.
  • Ensure coherent KV/claims execution in-store, consistent with brand strategy and regulatory/compliance requirements.
  • Optimize visibility investment based on channel impact and execution feasibility.
  • Activation Performance & ROI:
  • Define activation KPIs: distribution uplift, visibility scores, promotional quality, and sales uplift indicators.
  • Measure activation ROI in collaboration with BI and recommend continuous improvement actions.
  • Monitor campaign performance and propose optimization based on business results.
  • C. Commercial Performance & NRM Operational Support (25%)
  • Trade Investment Tracking:
  • Track trade investment deployment by channel and customer; flag under/over-spending vs. plan in coordination with Finance and BI.
  • Support trade investment ROI reporting and recommend reallocation toward highest-impact levers.
  • Provide KAMs with data-backed negotiation inputs: guardrails, ROI scenarios, and value trade-offs.
  • Pricing & Promotional Compliance:
  • Monitor pricing compliance and channel pricing consistency; identify risks of price erosion or unauthorized discounting.
  • Track promotional program compliance and report on promo quality metrics (uplift, margin impact, cannibalization signals).

Summary of facts from the official posting. View original ↗

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