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Customer & Shopper Marketing Associate Manager

Job ID:
Kuala Lumpur, Kuala Lumpur
Date posted:

About ekaterra

Unilever is proud of its tea business ekaterra, the biggest in the world, with world class purpose-driven brands such as Lipton, PG tips and Pukka. eka stands for unity and one purpose while terra stands for earth and nature. As ekaterra we are united in one purpose: growing a world of wellbeing through the regenerative power of plants. Recently Unilever announced that it agreed to sell ekaterra to CVC Capital Partners Fund VIII.

Present in more than 100 countries, ekaterra generated revenues of €2 billion in 2019. With 11 production factories in four continents and tea growing estates in three countries, ekaterra is a profitable and growing business offering a world of wellbeing with the regenerative power of plants to hundreds of millions of consumers. As a standalone entity, ekaterra is even better positioned to lead the industry with dedicated focus driving greater growth and value.

Under CVC’s ownership, ekaterra has an exciting future ahead with opportunities for increased investments in our brands, our people and our capabilities. Combining the strength and scale of its global iconic brands with speed and agility, ekaterra is brewing a ‘corporate start-up’ mindset that’s opening-up new opportunities to flourish every day – both for its business, and its people.

At ekaterra, we work alongside people who put consumer love at the heart of every decision. Diverse minds who celebrate new ideas, share our values and the commitment we have for the wellbeing of all. In return, we create an environment that gives our people space and freedom, where they can grow as leaders. A connected community where ideas can thrive. Where you explore new challenges. Learning all you need to master your field, and even more about yourself.

Be part of this amazing blend. Join our collective and help us grow a better world of wellbeing and a better you.

The qualities we look for in you

ekaterra is made up of a special blend of individuals which make our teams exciting and diverse. To be part of our blend we are looking for individuals who think Green and are environmentally conscious, who understand the power of simplicity and who are accountable for their actions. We want those who infuse mastery and passion in everything they do to create great products and unforgettable experiences for our consumers.

What's in it for you?

We believe that growth is for everyone, we believe in growing leaders, and we believe in making space to grow an owner’s mentality.  Like nature, we adapt, we change and we grow. We believe in connections over hierarchies and seniority levels. We have a 'corporate start-up' approach; we act with speed and agility and we have the strength and scale of a large corporation. We are building a better world of wellbeing, and a better you.

Your Role:

The purpose of the role is to drive best in class category management initiatives, focusing on planning and execution, coordination and evaluation of trade marketing activities and projects (incl. innovation, portfolio, activation, promotion, in-store communication, budgeting, category management) with full accountability for the category activation plan. Also responsible for growing category knowledge (growth drivers, shopping habits) among Customer Development.

Key responsibilities include the following:  

  • Develop strategies & opportunities through analytics and value creation to drive growth with customers

  • Working collaboratively with  Sales Team to turn strategies into action plans  

  • Recommending  assortment, shelving, promotional and pricing strategies based on trade and shopper insights

  • Sourcing best in class and Global learning to the retailer on assigned categories to ensure leading edge category thinking.

  • Supporting the annual Business Planning process, specifically the development of Trade Category Plans and Account Joint Business Planning, through data analysis and opportunity identification

Your Key Tasks:


  • Create and manage the rolling activity plan including promotions and continuously monitor the performance for the given category/channel with the full budget ownership

  • Manage perfect execution of the activity plan by continuously keeping contact with the key account management team focusing on the promotion management and promo evaluations.

  • Manage promo plan according to promo guidelines, monitoring flyer numbers, flyer shares, and promotional prices.

  • Based on analysis of activities (market performance, ROI etc), propose promo guideline or activity plan changes, create gap closing activities

  • Manage mid-term rolling forecast

  • Create and track trade plan of launches and re-launches through the key account team (incl. managing run-out, trade selling stories)

  • Responsible for excellent in store shopper activation and communication, drive shopper insights into action

  • Create annual Customer Marketing plan including trade event plan, channel/shopper job to be dones, budget need, promo guide, shopper activation plan

  • Create Category Growth Strategy towards trade partners based on annual activity plan

Stakeholder Management and key interfaces:


  • Line manager – Customer & Shopper Marketing Manager

  • Marketing Lead

  • Market General Manager

  • Customer & Distributor Account Managers

  • Brand Manager

  • Finance Manager


  • 3rd party marketing / printing / insights agencies 

  • Customer buyers

Skills and Experience

Educational Background:

  • College / University degree.  

Must haves:

  • Prior experience in channel or category management

    • Prior experience within data analysis Advance knowledge in Microsoft Excel and Microsoft PowerPoint

    • Proven track record of managing multiple stakeholders and delivering operational excellence

Nice to have:

  • Experience within start-up environment

Professional Knowledge/Skill Requirements:

Must have:

  • Functional and technical knowledge

    • Communication and presentation skills

    • Problem solving skills

    • Synthesis of data and insight

    • Crisis management skills

  • Language Requirements: English

Nice to have:

  • Digital marketing/ demand creation – EG: Running online digital campaigns

Who we are looking for

Soft Skills and Leadership:

  • Leadership – ability to enable, envision, energize direct and indirect team – and drive for results

  • Bias for action, drive for results

  • Networking and influencing

  • Confidence and fearlessness to take decisions, and make changes

  • A strong sense of ownership and accountability

  • Organizationally and analytically strong

  • High level of resilience and problem solving.

  • Ability to inspire and motivate.

  • A dot connector.

  • Curiosity: A customer centric mindset.

  • You love to win and have fun doing it. 

  • Ability to perform under pressure.

  • Relevant values, drivers for this role

    • Performance and growth mindset

    • Agility to thrive in a VUCA world

    • Flexibility to drive change

  • Transparency and openness

  • Passionate about Tea

Excited about the Role?

Please apply online by clicking on “Apply” below. Your application will be reviewed against our requirements and we will be in touch to provide you with an update on the status of your application. Should you not meet our immediate requirements, your profile will be registered in our talent pool system and we will match your profile to suitable future vacancies..

You will be able to access your status update through the candidate tracking link.

Thank you for your interest and application. Should you require additional information, please contact please contact the Recruitment Specialist, Lee Min Jie, via this email:

Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.

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