Senior Manager Category Development – Away from Home (AFH)

About the role

As Senior Manager Category Development – Away from Home (AFH) you will be the strategic leader responsible for driving sustainable growth of the non‑alcoholic beverages category across national customers and a wide range of AFH environments such as Food‑to‑Go, petrol stations, workplaces and leisure venues. Based in Brussels, you will shape the Category Vision and turn insights into high‑impact growth initiatives.

Key responsibilities

• Define and embed the Category Vision, tailoring it to national customers and diverse AFH channels.
• Translate shopper, customer and market insights into clear strategic priorities and actionable growth plans.
• Identify and unlock sustainable growth opportunities across assortment, space and execution.
• Lead and coach a team of two Category Managers while driving strategic customer relationships.
• Conduct data‑driven category reviews and present compelling recommendations to key national stakeholders.
• Partner closely with commercial, shopper marketing, revenue growth management and execution teams to ensure alignment and execution excellence.
• Monitor implementation, measure impact in outlets and continuously improve category performance.

Required profile

• Significant experience in category management or commercial strategy within FMCG.
• Strong analytical mindset with the ability to turn data into actionable plans.
• Proven stakeholder management and influencing skills across customers, commercial and execution teams.
• Leadership experience managing a small team and driving cross‑functional collaboration.
• Excellent communication and storytelling abilities, fluent in English (additional languages a plus).

Required skills