Category Manager

JOB DESCRIPTION

Position Summary

The Category Manager leads the development, implementation, and optimization of product category strategies across trade channels in Puerto Rico and export markets. The role is responsible for translating consumer and market insights into actionable plans that drive volume, profitability, and brand growth. The Category Manager collaborates closely with Sales, Marketing, Finance, and Trade Marketing to ensure optimal pricing, product mix, shelf presence, and promotional effectiveness within the spirits and rum categories.

Main Responsibilities

Develop and implement category growth strategies aligned with brand and commercial objectives.

Analyze sales data, shopper behavior, and market trends to identify category opportunities.

Collaborate with Trade Marketing and Sales to design channel-specific activation plans.

Optimize product assortment, pricing, and shelf layout across customer channels.

Monitor category performance and implement corrective actions to achieve KPIs.

Provide fact-based selling stories and insights to support Key Account and Distributor negotiations.

Lead category reviews and presentations with internal and external stakeholders.

Align promotional calendar and new product introductions with customer needs and category strategy.

Work cross-functionally to ensure alignment between supply chain, marketing, and sales forecasting.

Build strong partnerships with external data providers and category advisors.

Ensure compliance with company policies, alcohol beverage regulations, and brand guidelines.

Track competitor activities and maintain up-to-date category intelligence.

Required Skills and Qualifications

Minimum 5 years of experience in category management, trade marketing, or sales analysis within the beverage or CPG industry.
Strong analytical skills with the ability to synthesize data into actionable insights.
Expertise in Nielsen, IRI, Power BI, Excel, and other category management tools.
Strong business acumen and understanding of category profitability levers.
Fluent in English and Spanish (written and verbal).
Excellent interpersonal, communication, and presentation skills.
Ability to influence cross-functional teams and external stakeholders.

Preferred Skills

Experience in the spirits or alcoholic beverage industry.
Experience with assortment planning tools and planogram software.
Knowledge of Puerto Rico and U.S. market dynamics and compliance standards.
MBA or master's degree in a relevant field is a plus.

Competency Profile Matrix

Competency

Definition

Examples of Demonstrated Behavior

Category Strategy Development

Ability to create long-term growth strategies for product categories.

Develops and presents 12-month growth plans aligned to consumer trends and business goals.

Market & Shopper Insight

Understands consumer/shopper needs and translates them into actionable insights.

Uses panel data and shopper studies to adjust promotional mix and shelf placement by channel.

Commercial & Financial Acumen

Links category decisions to financial performance and commercial metrics.

Tracks ROI of category initiatives and adjusts strategy to improve margin and turnover.

Cross-functional Collaboration

Works effectively with internal teams and external partners to achieve objectives.

Leads joint planning sessions with marketing and sales to align NPDs and channel initiatives.

Data Analysis & Reporting

Interprets complex data sets and generates clear recommendations.

Creates dashboards and briefs using Power BI and Nielsen to support field sales and customer planning.

Customer-Centric Selling

Aligns category plans with retailer and distributor needs.

Develops customer-specific category plans for top accounts to support growth targets.

Brand & Channel Alignment

Integrates brand positioning into category plans across different channels.

Tailors rum category programs by channel (e.g., grocery vs. liquor stores) in alignment with brand equity.

Leadership & Influence

Drives change and alignment across teams and stakeholders.

Influences distributor priorities by linking category strategy to shared commercial targets.

Category Strategy Development

Ability to create long-term growth strategies for product categories.

Develops and presents 12-month growth plans aligned to consumer trends and business goals.

Market & Shopper Insight

Understands consumer/shopper needs and translates them into actionable insights.

Uses panel data and shopper studies to adjust promotional mix and shelf placement by channel.

Critical Required Minimum Formal Education / Required Knowledge & Skills

Formal Education / Relevant Experience

Required Knowledge & Skills

Min Level (Mark with an X)

HS

AD

Bch

x

Market Research & Analytics
Experience in the spirits or alcoholic beverage industry.
· Experience with assortment planning tools and planogram software.
Knowledge of Puerto Rico and U.S. market dynamics and compliance standards.

MS

PhD

Oth

Concentration (If required)

Business Administration, Marketing, Finance, Ind Engineering or Similar

Relevant Experience

Min Relevant Yrs & Areas

5+ years in category management, sales, or trade marketing in the beverage or CPG sectors.

Physical / Work Conditions

In the performance of respective tasks and duties, the employee is expected to successfully perform the essential functions of the position. Reasonable employee accommodation for physical or mental disabilities will be considered on a case-by-case basis. While performing duties the employee is required to do management presentations and attends meeting. Position may require working evenings and weekends, attending remote meetings and traveling in or outside the country.

Company Conformance

In the performance of respective tasks and duties, in accordance with the organizational & functional competencies models, the employee is expected to successfully perform quality work within deadlines with or without supervision, interact professionally with other employees, customers and suppliers; work effectively as a team contributor on all assignments and work independently while understanding the necessity for communicating and coordinating work efforts with other employees and organizations.