Category Development Manager

Own category relationships across an assigned portfolio of grocery customers, becoming the trusted category advisor to retailer buying and category teams.

Lead monthly category reviews with customers, providing actionable insight, performance updates and strategic recommendations.

Build retailer-specific category growth plans that support both customer objectives and BrewDog's commercial ambitions.

Support category development opportunities across On Trade and Impulse channels where required.

Analyse category, shopper and retailer performance using Circana, NIQ, retailer EPOS systems and loyalty data.

Translate complex datasets into clear commercial stories that influence ranging, distribution, merchandising, pricing and promotional decisions.

Identify category growth opportunities by quantifying the commercial "size of prize" for both BrewDog and the customer.

Develop compelling selling stories supported by robust data and actionable recommendations. Performance & Growth

Monitor and evaluate performance across key commercial KPIs including Rate of Sale (ROS), Distribution, Market Share, Promotional effectiveness, Range productivity, Shopper penetration

Conduct regular deep-dive performance reviews to diagnose issues, identify growth opportunities and recommend corrective actions.

Partner with Sales to improve distribution, increase ROS and strengthen BrewDog's position within Craft Beer. Cross Functional Collaboration

Work closely with Sales, Marketing, Revenue Growth Management, Shopper Marketing and Finance to deliver integrated customer plans.

Support Joint Business Planning through category-led recommendations.

Provide category input into innovation, assortment reviews and customer presentations.

Internal: Sales Director, Channel Directors, Key Account Managers, Shopper Marketing, Marketing

Training in category management, shopper/category analytics or data visualisation.

Experience with retailer space planning tools.

Advanced Microsoft Excel and PowerPoint skills

Category Management Association (CMA) or equivalent Category Management qualification.

3–5+ years' experience in Category Management, Category Development or Commercial Insights within UK FMCG.

Proven experience leading category relationships with major UK grocery retailers.

Demonstrable success influencing retailer decisions using data-led category recommendations.

Experience supporting Joint Business Planning and annual customer planning cycles.

Experience identifying distribution, ranging and ROS opportunities and converting them into commercial outcomes.

Strong presentation experience with customer-facing category reviews.

Experience within Beer, Alcohol or Premium FMCG.

Experience supporting Convenience, Wholesale or On Trade channels.

Strong understanding of UK Grocery retail landscape.

Excellent understanding of Category Management principles.

Understanding of retailer category review processes.

Knowledge of distribution, ROS, promotional effectiveness and assortment optimisation.

Good understanding of Revenue Growth Management principles.

Understanding of the UK Beer and Alcohol category.

Expert user of Circana (IRI) and/or NIQ.

Advanced experience using retailer EPOS and loyalty datasets including dunnhumby, Quantium, SIP and similar customer platforms.

Highly advanced Excel capability, including managing and analysing large datasets.

Strong PowerPoint and data storytelling skills.

Ability to translate complex analysis into commercially compelling recommendations.

Strong financial and commercial acumen, with the ability to quantify growth opportunities and build robust business cases.

Excellent presentation and influencing skills with senior customer stakeholders.

Strong project management and prioritisation skills.

Comfortable managing multiple customer priorities simultaneously.

Experience with Power BI or Tableau.

Experience with retailer space planning software (Blue Yonder/JDA or similar).

Commercially curious with a growth mindset.

Confident influencing internal and external stakeholders.

Data-driven but action-oriented.

Strong relationship builder.

Comfortable challenging thinking through evidence and insight.

Able to simplify complexity into clear commercial recommendations.

Resilient and adaptable in a fast-paced environment.

Self-starter with a bias for action.

Success in this role will be measured by:

Recovery of BrewDog's market share within Craft Beer.

Improvements in Rate of Sale (ROS).

Distribution gains across key retailers.

Delivery of customer category growth initiatives.

Quality and frequency of retailer engagement.

Commercial impact of insight-led recommendations.

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