Category Manager

About DFI Retail Group

DFI Retail Group (the 'Group') is a leading Asian retailer. As at 30 Jun 2024, the Group, its associates and joint ventures operated some 11,000 outlets and employed over 200,000 people. The Group had total annual revenue in 2023 exceeding US$26 billion.

The Group is dedicated to delivering quality, value and exceptional service to Asian consumers through a compelling retail experience, supported by an extensive store network and highly efficient supply chains.

The Group (including associates and joint ventures) operates a portfolio of well-known brands across six key divisions: food, convenience, health and beauty, home furnishings, restaurants and other retailing.

At the heart of its business, DFI Retail Group is driven by its purpose to Sustainably Serve Asia for Generations with Everyday Moments.

The Group's parent company, DFI Retail Group Holdings Limited, is incorporated in Bermuda and has a primary listing in the equity shares (transition) category of the London Stock Exchange, with secondary listings in Bermuda and Singapore. The Group's businesses are managed from Hong Kong. DFI Retail Group is a member of the Jardine Matheson Group.

The Role

To develop and implement strategic plans for the Beer, Wine, Spirits (BWS) and Tobacco categories within the framework of a disciplined category management process. The role focuses on driving sales growth, profitability, and market share by curating a competitive product mix, ensuring regulatory compliance, and delivering value to customers.

Key Responsibilities

• Drive Category Performance
  
  Achieve sales, profit, and income targets for the BWS & Tobacco categories through effective strategic business plans.
• Product Mix & Range Development
  
  Develop, implement, and manage an optimum assortment across international brands, local favourites, and private labels, tailored to customer preferences and evolving market trends.
• Promotions & Campaigns
  
  Design and execute promotional plans that bring excitement to stores, support seasonal occasions (e.g., festive gifting, major sporting events), and deliver incremental sales.
• Pricing & Value Strategy
  
  Develop and implement competitive pricing strategies that balance value for customers with margin optimization, while remaining compliant with excise duty and regulatory requirements.
• Placement & Planograms
  
  Create effective merchandising, placement, and planogram strategies to enhance visibility, improve category turnover, and positively influence customer purchase behaviour.
• Supplier & Brand Partnerships
  
  Build and maintain strong relationships with breweries, distilleries, tobacco manufacturers, distributors, and local suppliers. Negotiate terms, discounts, and trading income to improve profitability.
• Compliance & Governance
  
  Ensure strict adherence to regulatory requirements governing alcohol and tobacco sales, including age-restriction policies, labelling, health warnings, and advertising standards.
• Shrink & Inventory Control
  
  Achieve reduction in shrinkage and write-offs through disciplined buying, stock rotation, and inventory management practices.
• Cross-Functional Collaboration
  
  Work closely with operations, marketing, supply chain, and finance teams to ensure seamless execution of category initiatives.

Requirements

• Degree in Business, Marketing, or a related discipline
• At least 3 years of experience in category management, merchandising, or marketing—preferably within BWS, tobacco, FMCG, or retail
• Strong commercial acumen with a proven track record of driving category sales and profitability
• Knowledge of alcoholic beverage and tobacco market trends, excise duties, and regulatory frameworks
• Proficient in data analysis (Excel: PivotTable, VLookup / Tableau / Nielsen) with the ability to translate insights into actionable strategies
• Experienced in supplier management, contract negotiation, and joint business planning with global and local brands
• Excellent communication and stakeholder management skills, with the ability to influence across functions and external partners
• Self-motivated, well-organised, and able to thrive in a fast-paced retail environment
• Customer-centric mindset, with the ability to balance compliance, commercial goals, and customer satisfaction effectively