Sonia Foods, Industries, with headquarters in Ibafo is one of Nigeria’s leading tomato paste manufacturers. The company is a recognized market leader in tomato paste production and other range of products namely; Sonia Seasoning Cube, baking powder, Sonia Magarine, Sonia Yeast, Sonia Dough Improver, Sonia Preservative, Vitasoy Milk Drink, Vitamax Cereal Drink. Sonia Foods Industries Limited, a wholly owned Nigerian company and manufacturer of Sonia Tomato Paste is making major improvements to its Shagamu, Ogun State factory plant as part of an ongoing plan to meet growing demand for its products and maximize efficiency.Job Summary
The Category Development Manager is responsible for driving category growth, optimizing product assortment, and developing tailored strategies that increase market share, boost sales performance, and enhance profitability across assigned regions.
This role requires strong analytical capability, market insight, and the ability to collaborate effectively with cross-functional teams to execute winning category strategies.
Key Responsibilities
Category Strategy & Planning:
Develop and implement category growth strategies aligned with company objectives.
Conduct market and competitor analysis to identify trends, opportunities, and threats.
Recommend channel-specific category initiatives for the General Trade, Modern Trade, and HORECA.
Product Assortment & Merchandising:
Define and optimize SKU assortment per channel, region, and customer type.
Lead category visibility initiatives such as planograms, POS materials, and display execution.
Ensure consistent brand presence and shelf standards across Lagos & Oyo markets.
Trade Marketing & Promotions:
Plan and execute trade promotions to drive volume, penetration, and brand awareness.
Evaluate promotion performance and provide insight-driven recommendations.
Collaborate with marketing and sales teams to ensure seamless activation across channels.
Sales Support & Collaboration:
Work closely with regional sales managers, TSMs, and key account teams to deliver category priorities.
Provide category training, market insight, and data-driven guidance to the sales team.
Track competitor activities and provide timely intelligence for strategic response.
Data Analytics & Reporting:
Analyze sales data, category performance, and market share trends.
Develop monthly category dashboards and performance presentations.
Recommend actions that improve distribution, share of shelf, and revenue growth.
Qualifications & Experience
Bachelor’s degree in Marketing, Business Administration, economics, or related field.
Minimum of 5 years’ experience in category management, trade marketing, or Sales within FMCG.
Strong analytical skills with proficiency in Excel/Google Sheets and data interpretation.
Experience working across Lagos and/or Oyo markets is an advantage.
Exceptional communication, presentation, and stakeholder-management skills.
Key Competencies:
Category & Channel Knowledge
Market & Consumer Insight
Analytical Thinking
Project Management
Negotiation & Influencing Skills
Stakeholder Collaboration
Result Orientation
Work Conditions
Respective candidates must be based in Lagos and Oyo.
Field visits are required to monitor merchandising and execution.