Sr. Manager, Customer Marketing & Category
Location: Ciudad de Mexico, CMX, MX
The Sr Manager Customer Marketing & Category is responsible for leading the Customer Marketing agenda across the assigned cluster, ensuring the effective translation of brand and category strategies into winning channel, customer, and point‐of‐sale execution. This role acts as a strategic bridge between Brand Marketing, Sales, and Finance, driving profitable and consistent growth.
Responsibilities
Translate brand strategy into channel and POS execution
Adapt regional and local brand strategies to local market realities, channels, and customer needs
Define clear activation guidelines by channel (Modern Trade, Traditional Trade, Drug & Pharma, Tourism, Proximity, eCommerce)
Ensure consistent brand positioning while allowing flexibility for customer‐specific execution
Lead annual and quarterly customer marketing planning aligned with brand priorities
Develop customer and channel strategies
Build channel and customer strategies that drive category growth and shopper conversion
Identify growth opportunities by channel, format, and key customers
Define assortment, pricing, promotion, and merchandising principles by channel
Support Joint Business Plans (JBPs) with key customers through differentiated activation plans
Deflator ownership and optimization
Own the trade investment budget and allocation by channel and customer
Define clear guardrails, investment principles, and ROI targets
Track, analyze, and optimize promotional effectiveness and spending efficiency
Ensure delivery of the deflator through disciplined planning and execution
Partner with Commercial Control & Finance to ensure transparency, governance, and post‐evaluation
Promotional strategy and in‐store activation
Define promotional strategy, mechanics, and calendars aligned with brand and customer objectives
Lead the design of impactful in‐store visibility, merchandising, and shopper activation
Establish execution standards and KPIs to ensure excellence at POS
Continuously improve activation effectiveness through testing and learning
Cross‐functional collaboration
Act as the key interface between Brand Marketing, Sales, Finance, and Supply Chain




Align commercial priorities, timelines, and resources across functions
Support Sales teams with clear customer stories, tools, and execution frameworks
Ensure customer marketing plans are operationally feasible and financially sound
Insights, analytics, and performance management
Leverage shopper, customer, and category insights to guide strategy and execution
Establish KPI frameworks to track sell‐in, sell‐out, execution, and ROI
Lead post‐promotion and post‐investment reviews to drive continuous improvement
Promote a data‐driven mindset within the Customer Marketing team
Team leadership and capability building
Lead, coach, and develop the Customer Marketing team across the cluster
Set clear objectives, priorities, and performance expectations
Build capabilities in shopper marketing, trade investment management, and analytics
Foster a culture of accountability, collaboration, and continuous improvement
Key Performance Indicators
Financial profitability
Net sales vs plan
Gross and contribution margins
Deflator delivery aligned to target
Promotional efficiency
Commercial execution & growth
Sell‐out growth by channel and key customers
Market share and category share
Distribution metrics (numeric and weighted)
Shopper & POS excellence
In‐store visibility and merchandising compliance
Promotion effectiveness (uplift vs baseline)
Customer & channel performance
People & capability
Team performance vs objectives
Capability development progress (shopper, trade, analytics)
Engagement and retention of key talent
Professional Experience
3+ years as Customer Marketing or Trade Marketing National Manager in FMCG
10+ years of experience in Customer Marketing, Trade Marketing, Commercial, or related roles within FMCG or consumer goods




Proven experience leading Customer Marketing at a regional, cluster, or country level
Strong background in translating brand strategies into channel and customer execution
Demonstrated ownership of trade investment budgets and delivery of deflator and margin targets
Experience working closely with Sales, Brand Marketing, and Finance in complex matrix organizations
Track record of managing Joint Business Plans with key customers and modern trade retailers
Experience across multiple channels (MT, TT, E‐commerce, On‐the‐Go)
Analytical & Insights Capabilities
Advanced capability in analyzing sales, shopper, and promotional data to drive decisions
Experience with post‐promotion analysis, investment modeling, and performance tracking
Comfortable working with ambiguity and making data‐driven trade‐offs
Strong planning, prioritization, and problem‐solving skills
Leadership & Collaboration
Proven leadership experience, including coaching and developing high‐performing teams
Ability to lead through influence in matrix and cross‐functional environments
Strong communication and storytelling skills to align stakeholders behind customer plans
Change leadership mindset with a focus on continuous improvement and capability building
Education & Other Requirements
Bachelor's degree in business, Marketing, Economics, or a related field; MBA preferred
Strong proficiency in English
Willingness to travel within the cluster as required
Equal Employment Opportunity
Edgewell is an equal opportunity employer. We do all we can to create a collaborative and diverse integral team, where good ideas can thrive, and our colleagues can learn and lead. We prohibit discrimination based on age, color, disability, marital or parental status, national origin, race, religion, sex, sexual orientation, gender identity, veteran status or any legally protected status in accordance with applicable federal, state and local laws. We listen deeply and speak directly to create an environment that's open to difference. We aim to bring joy to not only the products we create and the people we serve, but our colleagues across the globe too.
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📌 Sr. Manager, Customer Marketing & Category (Xico)
🏢 Edgewell Personal Care Italy S. R. L.
📍 Xico