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General information

All posting locations: Grand Rapids, Michigan, United States of America

Job Function: 01 - Sales

Department: 01 - 02 - Business / Category Development

Date Published: 16-Nov-2020

Job Type: Regular

Description & Requirements

The Category Leadership Advisor is an externally- retailer facing sales professional charged with enabling the retailer and Kraft Heinz to grow category sales. The Category Leadership Advisor leverages compelling story telling skills and superior analytics to establish her/his self as an indispensable resource or go-to resource to provide category- shopper and consumer trends and merchandising solutions to achieve a best in class partnership with our buyers. The Category Leadership Advisor does this by providing objective category expertise and delivering the best possible product assortment and shelving recommendations. The Category Leadership Advisor owns assortment and shelving strategy and execution for one large strategic retailer or a group of smaller- less strategic customers. The Category Leadership Advisor leverages category- customer and market knowledge to localize the department/category standards to maximize category and Kraft Heinz sales.  He/she gains customer alignment by developing and delivering compelling insights-based category selling stories and maintains an on-going dialogue with the customer regarding results and recommended strategies. The Category Advisor develops solutions and activates Department/Category roadmaps at retail to drive the development and integration of consumer- shopper and retailer strategies.  The Category Leadership Advisor is skilled at customer & shopper insight analysis- reporting & presenting objective category recommendations. This role acts as the voice of the customer’s category internally to Kraft. The Category Leadership Advisor actively shares best practices and marketplace knowledge back into Kraft Heinz to continuously fuel KHC capabilities. This position requires both analytical skills and business savvy- as well as superior communication and problem-solving skills in order to provide consultative category management to the customer

Primary Responsibilities/Accountabilities:

Customer Category Plan Development - 85%

  • Leading Customer Category Activation – 65%
    • Creates Category Strategic Plan in partnership with the customer
    • Leads driving input into customer category strategies and plan
    • Owns the creation and sell-in of assortment- shelving and aisle recommendations aligned to customer and Kraft Heinz’s strategies and plans
    • Integrates data from a variety of sources to develop impactful customer-specific selling stories in support of key category business building initiatives.
    • Collaborates with retailer and to deliver activation calendar
    • Identifies issues- opportunities- and recommended strategic actions by conducting DSMP market analyses of category for retailer and account team
    • Develops and delivers recommendations based on consumer- supplier- marketplace and retailer assessments
    • Leads annual category reviews and periodic assessments
    • Owns the planogram development and assessment of shelf performance against objectives /strategies
    • Category Expert - Delivers regular category performance reporting and communication.
    • Conducts regular business reviews focused upon opportunity identification through deep DSMP analytics into narrowly defined immediate business problems to solve.
    • This role will work to identify market trends- competitive threats- brand strategies and customer strategies in order to grow sales and market share.
  • Kraft Heinz xBusiness Activations – 10%
    • Drives best practices to enhance the impact of our category management efforts.
    • Act as category- shopper and market expert to the Kraft Heinz sales team
    • Develops and utilizes category & shopper insights as the basis to drive Retailer and Kraft Heinz Category sales
    • Consolidates and leads development of analytics across various types of data- including retailer- syndicated- panel- loyalty card data- to identify business issues & opportunities and relates as potential solutions for the category and Kraft Heinz
    • Own new item placement and ACV build
    • Collaborates with account management and shopper marketing team to deliver Roadmap activation

  • Customer/Category/Shopper consultant – 10%
  • Delivers expert thought and insights to the retailer across market- category- shopper topics

Other Job Related Activities - 15%

  • Leads shelving and assortment portions of Annual Planning process for their respective team
  • Provides appropriate skill training development to improve the capability of the team


  • Bachelor’s Degree Required
  • 3-5 years of experience within the Consumer Packaged Goods industry preferred
  • Strong customer engagement and selling skills
  • Solid story telling skills. Demonstrated analytical and critical thinking; ability to identify root causes- link strategies and objectives to develop compelling stories
  • Strong thought leadership and influencing skills: the ability to influence both internal team members and customer to reach goals
  • Working knowledge of syndicated data via IRI and/or Nielsen required. Will work with several data sources in the role. Understanding of shopper insights and basic panel data required
  • Ability to proactively set and lead productive meeting agendas
  • Superior interpersonal skills (written- verbal- presentation); ability to work within a Customer Business Team framework.
  • Ability to establish and maintain effective relationships with the Customer and gain their trust and respect
  • Strong analytical skills; Use and understanding of syndicated data; develop comprehensive business plans by analyzing category and brand performance and influences customer to achieve category objectives.
  • Willing to travel 30-40%

Equal Opportunity Employer–minorities/females/veterans/individuals with disabilities/sexual orientation/gender identity