Sr. Manager, Customer Marketing & Category

The Sr Manager Customer Marketing & Category is responsible for leading the Customer Marketing agenda across the assigned cluster, ensuring the effective translation of brand and category strategies into winning channel, customer, and point-of-sale execution. This role acts as a strategic bridge between Brand Marketing, Sales, and Finance, driving profitable and consistent growth.

The position leads to the adaptation of brand strategies to different channels and customers, developing customer and channel plans that maximize shopper impact, improving execution excellence at POS, and accelerating sell-out. A core accountability is the management and optimization of deflator (trade investment), ensuring efficient use of resources to deliver and improve net sales and profitability.

The Sr. Manager provides leadership to the Customer Marketing team within the cluster, builds strong collaboration with key customers and internal stakeholders, and uses insights, analytics, and ROI measurements to continuously refine plans and elevate commercial performance.

Key Responsibilities

1. Translate brand strategy into channel and POS execution

• Adapt regional and local brand strategies to local market realities, channels, and customer needs
• Define clear activation guidelines by channel (Modern Trade, Traditional Trade, Drug&Pharma, Tourism, Proximity, eCommerce)
• Ensure consistent brand positioning while allowing flexibility for customer-specific execution
• Lead annual and quarterly customer marketing planning aligned with brand priorities

2. Develop customer and channel strategies

• Build channel and customer strategies that drive category growth and shopper conversion
• Identify growth opportunities by channel, format, and key customers
• Define assortment, pricing, promotion, and merchandising principles by channel
• Support Joint Business Plans (JBPs) with key customers through differentiated activation plans

3. Deflator ownership and optimization

• Own the trade investment budget and allocation by channel and customer
• Define clear guardrails, investment principles, and ROI targets
• Track, analyze, and optimize promotional effectiveness and spending efficiency
• Ensure delivery of the deflator through disciplined planning and execution
• Partner with Commercial Control & Finance to ensure transparency, governance, and post-evaluation

4. Promotional strategy and in-store activation

• Define promotional strategy, mechanics, and calendars aligned with brand and customer objectives
• Lead the design of impactful in-store visibility, merchandising, and shopper activation
• Establish execution standards and KPIs to ensure excellence at POS
• Continuously improving activation effectiveness through testing and learning

5. Cross-functional collaboration

• Act as the key interface between Brand Marketing, Sales, Finance, and Supply Chain
• Align commercial priorities, timelines, and resources across functions
• Support Sales teams with clear customer stories, tools, and execution frameworks
• Ensure customer marketing plans are operationally feasible and financially sound

6. Insights, analytics, and performance management

• Leverage shopper, customer, and category insights to guide strategy and execution
• Establish KPI frameworks to track sell-in, sell-out, execution, and ROI
• Lead post-promotion and post-investment reviews to drive continuous improvement
• Promote a data-driven mindset within the Customer Marketing team

7. Team leadership and capability building

• Lead, coach, and develop the Customer Marketing team across the cluster
• Set clear objectives, priorities, and performance expectations
• Build capabilities in shopper marketing, trade investment management, and analytics
• Foster a culture of accountability, collaboration, and continuous improvement

KPIs

• Financial profitability
  • Net sales vs plan
  • Gross and contribution margins
  • Deflator delivery aligned to target
  • Promotional efficiency
• Commercial execution & growth
  • Sell-out growth by channel and key customers
  • Market share and category share
  • Distribution metrics (numeric and weighted)
• Shopper & POS excellence
  • In-store visibility and merchandising compliance
  • Promotion effectiveness (uplift vs. baseline)
  • Customer & channel performance
• People & capability
  • Team performance vs. objectives
  • Capability development progress (shopper, trade, analytics)
  • Engagement and retention of key talent

Professional Experience

• • 3+ years as Customer Marketing or Trade Marketing National Manager in FMCG.
  • 10+ years of experience in Customer Marketing, Trade Marketing, Commercial, or related roles within FMCG or consumer goods
  • Proven experience leading Customer Marketing at a regional, cluster, or country level
  • Strong background in translating brand strategies into channel and customer execution
  • Demonstrated ownership of trade investment budgets and delivery of deflator and margin targets
  • Experience working closely with Sales, Brand Marketing, and Finance in complex matrix organizations
  • Track record of managing Joint Business Plans with key customers and modern trade retailers
  • Experience across multiple channels (MT, TT, E-commerce, On-the-Go)

Analytical & Insights Capabilities

• • Advanced capability in analyzing sales, shopper, and promotional data to drive decisions
  • Experience with post-promotion analysis, investment modeling, and performance tracking
  • Comfortable working with ambiguity and making data-driven trade-offs
  • Strong planning, prioritization, and problem-solving skills

Leadership & Collaboration

• • Proven leadership experience, including coaching and developing high-performing teams
  • Ability to lead through influence in matrix and cross-functional environments
  • Strong communication and storytelling skills to align stakeholders behind customer plans
  • Change leadership mindset with a focus on continuous improvement and capability building

Education & Other Requirements

• • Bachelor’s degree in business, Marketing, Economics, or a related field; MBA preferred
  • Strong proficiency in English
  • Willingness to travel within the cluster as required

For more Information About This Joyful Company, Visit www.edgewell.com

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