Merchandising Manager Philippines (FMCG)

JOBOBJECTIVES:This roleplays a key role in the following:

• Own Merchandising Strategy (all categories):Define deploy and continuously improve a merchandising strategy in Philippines that increases shopper conversion strengthens brand preference and supports the organizations sales and profit targets.

• In-store Excellence / Perfect Store:Establishclear what good looks like standards (assortment shelf layout visibility availability pricing POSM) and drive consistent execution with Distributors merchandisers and key customers.

• Shopper Intent & Conversion:Build shelf communication and path-to-purchase solutions (planograms navigation price ladders feature displays cross-merchandising) to influence shopper decisions and increase category and brand conversion.

• In-store Promotions & Activation:Partner with Sales/Trade Marketing to translate commercial priorities into high-impact in-store activation and promotional plans ensuring the right mechanic right SKU right display right store targeting and strong post-evaluation/ROI.

• Category / Space Management:Develop and execute category growth levers for General Trade and Modern Trade / Modern Mass Market (range architecture must-sell lines shelf share display strategy) in coordination with Sales Manager and Distributors.

• Digital Shelf &eComMerchandising:Ensure strong digital execution (content compliance search visibility ratings/reviews promotional placement digital planograms) to grow online share and conversion for shavers & lighters.

Responsibilities:

• Develop and implement an Annual Merchandising Plan to build and grow BIC categories across the Philippines markets maximizing growth and profitability while ensuring achievement of commercial objectives
• Own the merchandising playbook and standards including channel-specific planogram principles assortment guidelines shelf segmentation price laddering and pack/variant roles
• Visibility standards (SoS targets secondary placements feature/display hierarchy POSM toolkits shelving/fixtures when relevant)
• Must-Sell Lines and execution rules by channel and store typology
• Drive implementation through Distributor execution models which implies:
• Cross-functional interactions working closely with Line Manager Regional Sales Managers / Regional Business Development Managers Supply Chain (availability) and Distributors to deliver targets and manage budgets
• Acting as a liaison between BIC and local stakeholders (Distributors key customers wholesalers suppliers agencies) to ensure strong execution of merchandising standards and activities
• Directing and following up with external agencies (merchandising POSM printing fixtures retail activation) to create and execute shopper and customer initiatives
• Lead in-store measurement and performance tracking including:
• Define audit approach and scorecards (Perfect Store / execution KPIs) and ensure regular reporting cadence
• Analyze execution gaps and deploy corrective action plans with Distributors / Sales teams
• Use insights to optimizeplanograms POSM promo mechanics and store targeting
• Translate category & shopper insights into action by continuously evaluating:
• Customer/store conditions competitor activity internal performance data and shopper behavior
• Opportunities to improve conversion (availability visibility pricing architecture shelf blocking signposting feature compliance)
• Key channel growth opportunities and prioritized where to win doors/partners
• Merchandising budget ownership:Monitor and recommend merchandising investment per country/channel (POSM displays merchandiser programs audits) ensuring cost control and ROI discipline.
• Support Revenue Growth Management (RGM) from a merchandising lensto target:
• Sharper portfolio strategy clarify hero SKUs and roles by segment/channel (traffic driver vs value driver vs premium trade-up)
• Better assortment mix optimizeSKU productivity; recommend delists of low performers; enable high-impact innovations and channel exclusives where relevant
• Pricing & price architecture ensure shelf price ladder supports value growth and competitive positioning
• Promotional effectiveness ensure promotions drive incremental sales with positive ROI and do not buy share without value creation
• Capability building & governance:
• Train Distributor merchandisers and sales teams on standards selling stories planogram logic and execution routines
• Run market/store visits and coaching cycles; share best practices and replicate winning executions across markets
• Communicate key initiatives and results through structured updates (newsletters/internal comms)

Key Performance Indicators / Key Figures

• Sales Growth vs. targetin Philippines (by channel/customer).
• Numeric & Weighted Distributionimprovement and market share gains aligned to the annual Merchandising Plan.
• Perfect Store:Availability planogram compliance pricing compliance visibility compliance secondary display presence.
• Must-Sell Lines (MSL)compliance by channel and customer including shelf presence&minimum facing rules.
• Share of Shelf / Visibility KPIs(e.g. shelf share feature compliance leaflet insertion compliance where applicable secondary placement coverage).
• Promotional execution qualityRight SKUs right locations right POS right timing) and uplift ROI vs. target. On-shelf availability/ OOS reduction in priority doors and top customers.
• Execution timelines:Meeting deadlines and respecting timelines for merchandising rollouts POSM deployment and key activation milestones.
• Budget adherence:Respect of the merchandising/trade marketing budget and evidence of productivity improvements year-on-year.