After interviewing several category managers, the alqemyiQ marketing team identified a few unique and common problems in the world of the category manager. First there is the fact that the job is done differently by the many different people who fill it. There is no set way to manage a category. On top of that, or more precisely lending to it, is the fact that the job of a category manager involves serving two masters. The manager is usually working for a manufacturer to grow the manufacturer’s category, but also working with the retailer trying to optimize sales and gain the trust needed to become an advisor to the retailer.

In order to serve these two masters best, the category manager uses a number of tools to help managers optimize pricing and promotions tailored to a specific retailer and even specific stores. They will use an inordinate amount of data from consumers, retailers, syndicated data providers, private parties, manufacturers, online advertising results, etc. The list could go on forever as to the various data sources that will help a category manager to accomplish the main task of the job: to grow the category.

On the front lines of growing the category, the category manager will have a hand in developing planograms (the diagram of what an item or items will look like on the shelf) for the retailer. The manager will also work closely with the category captain (usually the leading supplier in a certain category) to continue to grow the category. Through sound methodology used for data analysis to optimize pricing and promotions and through trustworthy relationships with both the manufacturer and the retailer, the category will grow. The best category managers will then take what works and duplicate it.