Category Development Manager, E-Commerce

Our goal is to be Energy Category experts and credible advisors to our Category partners. The E-commerce Category Development Manager (CDM) will play an integral role in building, developing, and maintaining long-term, category led relationships across our rapidly growing digital channels (Pure Play, Bricks & Clicks & Quick Commerce). This role is pivotal in driving online sales, enhancing customer experience, and ensuring category growth by leading with insight. The CDM will work cross-functionally with e-commerce managers in the National Accounts Team and Trade Marketing to continually improve the digital shelf for both Red Bull and key omnichannel customers.  

CATEGORY DEVELOPMENT LEADERSHIP

Become a trusted advisor to retailers by developing critical insights and solutions to grow the size and value of the Energy Drinks Category and Red Bull online.

Deliver shopper-centric E-commerce thought leadership to enhance the Energy Drink Category Online.

Proactively create, develop and deliver regular category reviews, plans and strategies with e-commerce customers, identifying opportunity gaps for incremental volume and share growth.

Responsible for driving digital shelf and product strategies for E-commerce customers for improved user experience and conversion.

Foster strong cross-functional relationships with the newly created Ecommerce Accounts Team, Ecommerce Trade Marketing, and other internal stakeholders, to drive volume, market share, reach, and ensure a Perfect Online Store.

Work on assigned projects with the Shopper Insights & Commercial Strategy Manager and liaise with Category counterparts in other global markets to learn and share Ecommerce Insights best practices.

INSIGHTS TO ACTION

Analyze Red Bull’s online performance, considering all customers and competitors to understand key performance drivers, risks, challenges and opportunities.

Create and maintain ongoing reporting processes, including Scorecards, to brief both internal and external stakeholders on channel and market dynamics.

Monitor competitor activity and benchmark against best-in-class e-commerce experiences.

Identify opportunities for assortment expansion and product bundling to increase average order value.

Understand the omni-channel path to purchase and identify opportunities along that path.

Analyze syndicated, panel, POS data and SEO keyword trends to identify investment opportunities and ensure efficient ad spend.

Utilize analytics tools to report on KPIs and category performance.

REPORTING and CATEGORY ANALYSIS

Generate reports and ensure Ecommerce reporting and Insights are included in the ‘Nielsen Monthly call’ and ‘Management Report’ with syndicated and internal data sources to support Red Bull’s category development strategy.

Present Ecommerce data insights and recommendations to a wide range of audiences (including leaders, technical and non-technical) both internally and externally.

Become an expert in Nielsen syndicated data and other retailer transaction/loyalty data.

Mine sales and consumer / shopper data to develop valuable insights and identify opportunities.

3+ years of category management or syndicated data experience.

Previous eCommerce and customer facing experience preferred.

Highly analytical, organized, and self-motivated individual with the ability to draw insights from multiple complex data sources.

Advanced Excel skills including pivot tables, slicers, and formulas.

Strong communication and stakeholder management skills are required to express analytics and deliver presentations to various levels within the organization and externally to customers.

Experience working with syndicated sales data (Nielsen, etc.), shopper panel data (Numerator, Nielsen Homescan, Kantar, etc.), retailers’ sales data (LDIA, Dunnhumby, IRI, Retail Link, SPS, etc.).

In-depth knowledge of the CPG industry and local retail industry.

Highly proficient in Microsoft Office, especially Excel and PowerPoint.

Retailer facing experience an asset.

Red Bull Canada is committed to treating all people in a way that allows them to maintain their dignity and independence. We believe in integration and equal opportunity. Accommodations are available throughout the recruitment process and applicants with a disability may request to be accommodated throughout the recruitment process. We will work with all applicants to accommodate their individual accessibility needs.