What makes a successful category manager?

What does a category manager do?

A category manager is responsible for point-of-purchase plans. They use data to identify category insights that influence shopper behaviour and drive growth. If you’re working for a supplier, you’ll build the commercial rationale for including your products and brands within the category offer. This is a core part of the category manager role.

What does a typical day look like?

There's no such thing as a typical day in category management. One day you’re reviewing category data and scorecards to understand performance and recommend improvements. The next day you’re meeting with the retailer to share category plans and agree new ranges and merchandising.

You’ll collaborate with marketing, supply chain, and commercial teams to ensure your point-of-purchase plans are executed effectively. Regular store visits are also essential to stay up to date with UK supermarket industry trends and developments across categories and channels.

What background or industry experience is required?

Category managers come from a range of backgrounds including marketing, sales and insight. The role is challenging and unique. You need to be able to analyse data and turn it into insight, to develop commercial propositions and use persuasive selling to gain commitment. Experience of project management will help you implement the plan that’s been agreed and, as you can see, great training and coaching is critical to success in a category manager role.

How did you become a category manager?

I moved into category management after gaining experience in a number of commercial roles. What appealed to me was having the opportunity to explore consumer and shopper behaviour and using this knowledge to influence purchase decisions. My commercial background was a clear advantage in the role as I was able to turn ideas into solid commercial benefits for my customers and my organisation.

What skills and capabilities make you successful?

Successful category managers have a natural curiosity for understanding consumer behaviour and a talent for interpreting data. Translating insights into tactics that influence shoppers at the point of purchase is essential. These are core category manager skills.

Do you have any quick tips?

Always be curious – keep asking yourself why the consumer or shopper is doing what they are doing. Before diving into mountains of information and data, be clear about the business question you are trying to answer. Always ensure your plans drive total category growth – what is the shopper going to do differently that will add value to the category? Ask yourself these four questions and only proceed if you can answer yes to at least one of them.

• Will more shoppers buy the category?

• Will the shopper buy the category more often?

• Will the shopper buy more from the category?

• Will the shopper spend more on products in the category?