Category & Shopper Insights: 
• Regularly analyze market, retail, and offtake data (e.g., NielsenIQ, POS) to track brand performance, uncover 
growth drivers, and identify shopper insights, purchase barriers, and Decision Trees, etc. 
• Lead shopper research, benchmark global best practices, and share category/shopper trends with internal 
and external partners. 

Customer Category Strategy & Planning:  
• Develop customized customer category development plans and execute across assortment/distribution, placement, pricing, and promotion. 
• Manage Planograms (POG) and assortment optimization across key locations including main aisles, 
transaction zones and secondary locations in partnership with SDL, Sales and Growth team.  
• Co-develop shopper marketing programs to drive conversion at the point of sale. 
Perfect Store Agenda & Project Leadership: 
• Lead market-level Perfect Store agenda and strategic projects to establish in-store execution standards, KPIs, 
and compliance measurement frameworks. 
• Drive cross-functional alignment across Sales, Growth, and Field teams to scale and accelerate Store 
deployment across key channels. 

In-Store Excellence & ROI Measurement: 
• Establish the merchandising guidelines and in-store execution guidelines including secondary display tactics to influence shopper behavior. 
• Post-assess activations with a strong ROI mindset to continuously improve execution efficiency and 
effectiveness.  
Customer Partnership & Joint Business Planning (JBP): 
• Secure Category Captaincy with key accounts by delivering category-first insights and growth solutions. 
• Introduce and lead Perfect Store approach to key customers. 
• Lead strategic workshops and Joint Business Planning (JBP) sessions with key customers in close 
collaboration with Sales team.  

• Solid understanding of Category Leadership principles and FMCG offline/online retail landscape. 
• Strong capability in consumer/shopper insight tools (e.g., NielsenIQ) and data-driven business analysis.