Category Manager

7 days ago

Jakarta, Jakarta, Indonesia Fore Coffee Full time 12,000,000 - 240,000,000 per year

Role Purpose

Leads the end-to-end merchandise strategy for FORE Coffee, including concept development, product roadmap, IP/brand partnerships, GTM (go-to-market) strategy, and full commercial ownership. This role ensures that merchandise becomes a long-term revenue line by driving innovation,visibility, and compelling campaigns across offline and digital channels.

Key Responsibilities

1. Merchandise Strategy & Roadmap (High-Level)

● Develop annual merchandise strategy aligned with brand and business priorities.

● Identify product opportunities (tumblers, lifestyle goods, collaborations, gifting

items).

● Decide which merchandise to launch, price points, target audience, and

positioning.

● Lead concept development for large-scale campaigns & IP collaborations.

2. Brand / IP Partner Management

● Lead negotiations and creative alignment with global or local IP partners.

● Ensure brand guidelines and IP rules are adhered to across merchandise SKUs.

● Manage partnership commercials, timelines, and deliverables.

3. Cross-Functional Leadership

● Coordinate with SCM, Finance, Ops, Digital, Creative, and Strategy teams.

● Approve final designs before submitting to SCM for sampling.

● Oversee merchandising rollout across all sales channels.

4. Go-to-Market Strategy & Commercial Ownership

● Design promotion strategy, bundles, limited edition drops, and campaign angles.

● Own pricing strategy and overall merchandise P&L direction.

● Identify distribution opportunities (offline stores, app, e-commerce, airports).

5. Merchandising Brand Stewardship

● Ensure all merchandise aligns with FORE's brand identity.

● Develop campaign themes, launch storytelling, and visual direction.

● Approve photoshoot concepts and final creatives.

6. Reporting & Performance Review

● Review sales trends and customer behavior insights.

● Create quarterly business reviews on merchandise performance.

● Recommend actions to scale best-selling items or discontinue underperformers.

Requirements

● 8–12+ years experience in brand/category management (Retail, FMCG, Lifestyle,F&B).

● Strong understanding of product and category development.

● Experience working with design, creative, and IP partners.

● Strong commercial, analytical, and strategic thinking.

● Excellent cross-functional communication and leadership skills.

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