Main mission
The Category Manager is responsible for the strategic and operational management of one or more product categories within the BHH Group’s portfolio. They act as the conductor of the category, ensuring consistent positioning, market share growth, penetration of the group’s brands in the managed categories, profitability, and customer loyalty.
They coordinate actions between marketing, sales, supply chain, production, and finance to ensure optimal category performance, while developing brand awareness and image.
Key responsibilities
Category Strategy & Management
Define the brand and category strategy in line with the Group’s vision and consumer expectations.
Determine the marketing mix (4Ps: Product, Price, Place, Promotion) by market and channel.
Manage innovations from conception to launch in collaboration with the strategy and development department.
Set and monitor growth objectives (volume, revenue, market share, margin).
Participate in the preparation of business cases for concepts and offer development in the managed categories.
Execution of Marketing Activities:
Implementation of the annual 360° coordinated marketing activity calendar (ATL, BTL, TTL, Digital, CSR support, and HR support through internal engagement) for the managed brands and categories.
Ensuring and sharing progress updates on launch preparations by engaging internal and external stakeholders to launch activities on time.
Preparing and executing GoLive for new products and existing product renovations in coordination with the Strategy and Development department.
Monitoring performance using the scorecard/performance dashboard for managed category activities and sharing execution reports on time for corrective action.
Implementing corrective actions for identified and analyzed performance gaps to deliver defined standards.
Market Knowledge and Consumer Insight Generation:
Conducting market research, competitive intelligence, and consumer trend analysis in collaboration with the Strategy and Development department.
Conduct category analyses (market size, category dynamics, penetration, frequency of use, average quantity consumed, etc.).
Carry out studies to understand the dynamics in consumption and sales channels for each of the categories managed.
Conduct consumer usage and attitude studies, as well as household visits and focus groups to understand consumption habits and key consumption occasions within the managed categories.
Marketing & Innovation Development:
Define and maintain brand positioning within categories.
Develop ATL/BTL and digital communication campaigns.
Ensure consistency of visual identity, packaging, and brand storytelling.
Identify and lead innovation projects (new products, reformulations, sustainable packaging).
Manage the product lifecycle (launch, extension, rationalization, withdrawal).
Sales & Trade Marketing Support:
Develop and monitor promotional plans by channel (retail, Horeca, export).
Develop sales support tools (POS materials, sales arguments, digital assets).
Support sales teams in the execution of category plans.
Performance Management:
Monitor business and marketing KPIs (revenue, margin, market share, brand awareness, campaign ROI, inventory turnover).
Analyze performance and propose corrective actions.
Ensure compliance with internal treasury control procedures and recommend improvements.
Manage the performance of the category profit and loss statement (P&L) to deliver revenue and profitability targets.
Cross-functional Coordination:
Collaborate with Supply Chain to guarantee product availability and optimal turnover.
Work with Finance and Management Control to manage budget and profitability.
Liaise with R&D for product innovations.
Coordinate with the Legal department on regulatory compliance.
Implement actions to increase demand in coordination with the sales team and supply chain.
Team Management & Leadership
: Mentor and coach Assistant Category Managers and marketing interns.
Lead cross-functional project teams (R&D, supply chain, sales, finance) to ensure the consistency of launches and campaigns.
Foster a culture of collaboration between marketing and sales.
Exercise influential leadership (without direct hierarchical authority) with the sales and supply teams.
Mobilize internal teams and external agencies around a brand vision.
Develop a change management approach for product innovations or repositioning.
Train teams on brand fundamentals and consumer trends.
Technical skills:
Proficiency in strategic and operational marketing tools
Strong data analysis skills (Nielsen, Kantar, Sagaci, Power BI, ERP tools, CRM, and advanced Excel)
Expertise in digital marketing and omnichannel campaign management
Good understanding of Supply Chain and Finance issues (budget management)
Profile:
Bachelor’s degree (4-5 years of higher education) in Marketing, Business, or Management
5 to 8 years of experience in FMCG brand or category management, ideally in the food industry
Experience in Central or West African markets: an asset
How to apply?
You enjoy working in a team and are resilient under pressure. Your responsiveness and availability will allow you to thrive within our company.
Application file: CV + cover letter specifying in the subject line the position for which you are applying.
Deadline: November 24, 2025 to recrutement@africafooddistribution.com
Only shortlisted candidates will be contacted
