Career profile: category manager

Summary

Farah, a senior category manager with seven years of experience, shares insights into her dynamic role in category management. Her day involves staying updated on industry trends, preparing presentations for customers, and collaborating with her team on data-driven projects. She highlights the variety of challenges and customers she works with, the skills she’s developed, and her upcoming transition to maternity leave. Farah discusses the importance of listening, curiosity, and trust in her work, as well as changes in the retail industry, including the shift towards convenience and online retailing.

Takeaways

• 😀 Farah is a senior category manager with 7 years of experience in category management.
• 📚 She starts her day by reading industry press to stay informed about current trends and developments.
• 📊 Farah spends time analyzing data and preparing key insights for customer presentations.
• 👥 She works with a team and holds regular catch-up meetings to discuss past and current projects, as well as future plans.
• 🌍 The variety of projects and customers in category management is one of the things Farah enjoys most about her role.
• 🤰 Farah is currently preparing for maternity leave and plans to explore other roles in sales, revenue growth management, or marketing upon her return.
• 🔍 Category management equips professionals with valuable skills such as data analysis, insights, promotions, and sales strategies, which can be transferred to other roles.
• 👂 Listening is crucial in understanding the needs and goals of buyers and shoppers in the retail environment.
• ❓ Curiosity is key for success, as it drives professionals to understand why things happen the way they do, whether through data or by observing shoppers.
• 🤝 Trustworthiness is essential for influencing others and persuading them to follow recommendations, as it builds credibility and confidence.
• 🛒 The retail industry is shifting focus from large supermarkets and hypermarkets to convenience retailing and online shopping, offering new opportunities and challenges.
• 📉 Retailers are conducting bigger and bolder range reviews, leading to rationalization in the industry as they simplify offerings for shoppers.

Q & A

What is Farah's role and how long has she been in this position?

Farah is a senior category manager and has been working in category management for about seven years.

How does Farah typically start her workday?

Farah starts her day by reading industry press to understand what's happening in the industry, followed by preparing presentations for customers, digging into data, and identifying key insights.

What does Farah enjoy about her role?

Farah enjoys the variety of different projects and the opportunity to work with a wide range of customers. The role involves diverse challenges, categories, and constant new developments.

What is Farah's current situation and how is it affecting her work?

Farah is about to go on maternity leave, and when she returns, she plans to explore other roles within the company, including sales, revenue growth management, and marketing.

What skills has Farah developed through category management?

Farah has developed skills in data analysis, using insights to make decisions, looking at promotions, and understanding sales, all of which are transferable to roles in sales, marketing, and revenue growth management.

What does Farah consider to be essential qualities for success in her role?

Farah believes the key qualities for success in her role are listening, curiosity, and trustworthiness. Listening helps understand buyer goals and shopper behavior, curiosity drives deeper insights, and trustworthiness is crucial for influencing decisions.

How does Farah suggest one should approach the buyer’s needs and objectives?

Farah suggests that it's important to listen carefully to understand the buyer's goals and consider what shoppers are doing in the retail environment.

What does Farah mean by curiosity being an essential quality in her role?

Curiosity is important because it drives a desire to understand why things are happening the way they are. This involves analyzing data and observing shopper behavior to gain deeper insights.

What is Farah's view on trustworthiness in category management?

Farah believes that being trustworthy is vital for persuading and influencing others to take action based on recommendations. Trust helps build strong professional relationships.

What industry changes are Farah observing, and how do they impact category management?

Farah observes a shift from large supermarkets and hypermarkets towards convenience retailing and online retailing. This presents new challenges and opportunities, and retailers are increasingly doing bigger range reviews and rationalization to simplify shopping.