The evolving role of the Category Manager: From shelf architect to Strategic Growth Driver
In today’s fast-moving retail and FMCG environment, the Category Manager is no longer just a guardian of product shelves, they have become a strategic driver of growth, innovation, and business performance.
During a recent Generations Recruitment roundtable, experts from suppliers like Kellogg’s, Danone, Sofidel, Dr. Oetker and retailers such as Carrefour, Delhaize, Medi-Market, DI gathered to discuss how this role is evolving and how companies can make it more attractive to top talent.
The CatMan: Turning Data into Decisions
Gone are the days when a Category Manager focused solely on assortment planning and basic reporting. Today, the role demands:
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- Data mastery: turning Nielsen, IRI, loyalty, and e-commerce insights into actionable strategies.
- Omnichannel thinking: integrating online and offline shopper behaviors into category plans.
- Cross-functional influence: shaping decisions across marketing, pricing, e-commerce, sustainability, and supply chain teams.
“The CatMan is no longer just an executor. They are the architect of their category’s growth.”
Strategic vs Operational: The New Balancing Act
The reality of the role differs depending on the organization:
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- Retailers often see CatMans as mini-entrepreneurs, responsible for managing their category end-to-end under high pressure.
- Suppliers vary: some CatMans are key strategic partners shaping category vision, while others remain operational.
The rise of consolidated retail networks, European buying alliances, and social media-driven trends has added complexity. Modern CatMans must navigate a “battle for value”, balancing global directives with local realities, and responding quickly to market shifts.
What Makes a Great Category Manager in 2025?
Finding the right CatMan has become a strategic challenge for companies. The roundtable highlighted the competencies that distinguish successful professionals:
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- Analytical intelligence: transforming complex datasets into profitable decisions.
- Influence & communication: engaging stakeholders across teams and suppliers.
- Entrepreneurial mindset: managing a category as if it were a mini-business.
- Adaptability & resilience: thriving under pressure and learning quickly.
- Strategic vision: identifying growth opportunities, innovation potential, and long-term impact.
For younger talent, the appeal is not just the role itself, but its 360° exposure to marketing, sales, finance, and supply chain, as well as its potential as a springboard to senior leadership roles.
Trends Shaping the Future
Several forces are redefining Category Management:
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- Digitalization: faster insights, predictive analytics, and real-time dashboards.
- Sustainability & innovation: making responsible choices that drive growth.
- Diversity & inclusion: increasingly collaborative, transparent, and creative teams.
Recognition of the CatMan as a strategic influencer is key. The role is no longer just operational; it is central to business growth and category excellence.
Making the Role More Attractive
To engage top talent, companies should:
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- Highlight the entrepreneurial aspect: managing a category end-to-end.
- Promote autonomy and impact: the CatMan shapes strategy, not just executes it.
- Clarify career paths: position the role as a launchpad for future leadership.
- Use accurate titles like Revenue Growth Manager or Commercial Excellence Lead where relevant.
“The same title can hide very different responsibilities, the company’s vision determines the role’s value.”
Go further: How companies see it
As the Category Manager role becomes increasingly strategic, companies now look for professionals who can combine analytical sharpness with business vision and influence. They want real partners, people who manage their category like a business, not just a product range.
During our recent Generations Recruitment roundtable, leaders from Danone, Kellogg’s, Carrefour, Dr Oetker, Bogart, Delhaize, Medi-Market and many more, shared how they’re redefining the role and what truly makes a profile stand out in 2025.
👉 Discover their insights in our related article: Recruiting the Modern Category Manager: What Companies Need to Know in 2025.
And if you’re ready to take your next step, Generations Recruitment can help you find a company that values your strategic impact here.
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