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Merchandising Manager - Philippines (FMCG)

Manila, PH

BIC
On site
Description: 

Join BIC World, a community of brands dedicated to creating ingeniously simple and joyful products that have been part of hearts and homes for over 75 years. We are committed to growing our iconic and innovative brands by reimagining everyday essentials in new, sustainable, and responsible ways.  

Our culture encourages a "roll up your sleeves and get the job done" mindset, ensuring self-starters, problem solvers, and innovative thinkers can truly thrive. At BIC World, you are empowered to take ownership of your career and use your unique perspective to make a meaningful, global impact on our mission. 

 

JOB OBJECTIVES: This role plays a key role in the following: 

  • Own Merchandising Strategy (all categories): Define, deploy, and continuously improve a merchandising strategy in Philippines that increases shopper conversion, strengthens brand preference, and supports the organization’s sales and profit targets. 

  • In-store Excellence / Perfect Store: Establish clear “what good looks like” standards (assortment, shelf layout, visibility, availability, pricing, POSM) and drive consistent execution with Distributors, merchandisers, and key customers. 

  • Shopper Intent & Conversion: Build shelf communication and path-to-purchase solutions (planograms, navigation, price ladders, feature displays, cross-merchandising) to influence shopper decisions and increase category and brand conversion. 

  • In-store Promotions & Activation: Partner with Sales/Trade Marketing to translate commercial priorities into high-impact in-store activation and promotional plans, ensuring the right mechanic, right SKU, right display, right store targeting, and strong post-evaluation/ROI.  

  • Category / Space Management: Develop and execute category growth levers for General Trade and Modern Trade / Modern Mass Market (range architecture, must-sell lines, shelf share, display strategy), in coordination with Sales Manager and Distributors.  

  • Digital Shelf & eCom Merchandising: Ensure strong digital execution (content compliance, search visibility, ratings/reviews, promotional placement, digital planograms) to grow online share and conversion for shavers & lighters.  

 

Responsibilities:

  • Develop and implement an Annual Merchandising Plan to build and grow BIC categories across the Philippines markets, maximizing growth and profitability while ensuring achievement of commercial objectives
  • Own the merchandising “playbook” and standards, including channel-specific planogram principles, assortment guidelines, shelf segmentation, price laddering, and pack/variant roles
  • Visibility standards (SoS targets, secondary placements, feature/display hierarchy, POSM toolkits, shelving/fixtures when relevant)
  • Must-Sell Lines and execution rules by channel and store typology
  • Drive implementation through Distributor execution models, which implies:
  • Cross-functional interactions, working closely with Line Manager, Regional Sales Managers / Regional Business Development Managers, Supply Chain (availability), and Distributors to deliver targets and manage budgets
  • Acting as a liaison between BIC and local stakeholders (Distributors, key customers, wholesalers, suppliers, agencies) to ensure strong execution of merchandising standards and activities
  • Directing and following up with external agencies (merchandising, POSM, printing, fixtures, retail activation) to create and execute shopper and customer initiatives
  • Lead in-store measurement and performance tracking, including: 
  • Define audit approach and scorecards (Perfect Store / execution KPIs) and ensure regular reporting cadence
  • Analyze execution gaps and deploy corrective action plans with Distributors / Sales teams
  • Use insights to optimize planograms, POSM, promo mechanics, and store targeting
  • Translate category & shopper insights into action by continuously evaluating:
  • Customer/store conditions, competitor activity, internal performance data, and shopper behavior
  • Opportunities to improve conversion (availability, visibility, pricing architecture, shelf blocking, signposting, feature compliance)
  • Key channel growth opportunities and prioritized “where to win” doors/partners
  • Merchandising budget ownership: Monitor and recommend merchandising investment per country/channel (POSM, displays, merchandiser programs, audits), ensuring cost control and ROI discipline.
  • Support Revenue Growth Management (RGM) from a merchandising lens to target: 
  • Sharper portfolio strategy – clarify hero SKUs and roles by segment/channel (traffic driver vs value driver vs premium trade-up)
  • Better assortment mix – optimize SKU productivity; recommend delists of low performers; enable high-impact innovations and channel exclusives where relevant
  • Pricing & price architecture – ensure shelf price ladder supports value growth and competitive positioning
  • Promotional effectiveness – ensure promotions drive incremental sales with positive ROI and do not “buy share” without value creation
  • Capability building & governance:
  • Train Distributor merchandisers and sales teams on standards, selling stories, planogram logic, and execution routines  
  • Run market/store visits and coaching cycles; share best practices and replicate winning executions across markets
  • Communicate key initiatives and results through structured updates (newsletters/internal comms) 

 

Key Performance Indicators / Key Figures 

  • Sales Growth vs. target in Philippines (by channel/customer). 
  • Numeric & Weighted Distribution improvement and market share gains, aligned to the annual Merchandising Plan.
  • Perfect Store: Availability, planogram compliance, pricing compliance, visibility compliance, secondary display presence. 
  • Must-Sell Lines (MSL) compliance by channel and customer, including shelf presence & minimum facing rules. 
  • Share of Shelf / Visibility KPIs (e.g., shelf share, feature compliance, leaflet insertion compliance where applicable, secondary placement coverage). 
  • Promotional execution quality Right SKUs, right locations, right POS, right timing) and uplift + ROI vs. target.  On-shelf availability / OOS reduction in priority doors and top customers. 
  • Execution timelines: Meeting deadlines and respecting timelines for merchandising rollouts, POSM deployment, and key activation milestones. 
  • Budget adherence: Respect of the merchandising/trade marketing budget and evidence of productivity improvements year-on-year.  

 

Requirements: 

  • 5+ years of Sales, Merchandising, Trade Marketing, experience in a Consumer Goods company
  • Graduate: diploma or equivalent
  • Speaks fluent English  
  • Proficient in the use of MS Office including intermediate/advanced Word, Excel, and PowerPoint
  • Exposure to external agencies (merchandising, channel KAMs and POSM agencies / suppliers)

 

 

BIC World is an Equal Opportunity Employer. We strongly commit to hiring people with different backgrounds and experiences to help us build better products, make better decisions, and better serve our customers. We do not discriminate based upon race, religion, color, national origin, gender, sexual orientation, veteran status, disability status, or similar characteristics. All employment is decided based on qualifications, merit, and business need.

BIC World is not seeking assistance or accepting unsolicited resumes from search firms for this employment opportunity. Regardless of past practice, all resumes submitted by search firms to any team member at BIC via email, or directly to a BIC team member in any form without a valid written search agreement in place for that position will be deemed the sole property of BIC, and no fee will be paid in the event the candidate is hired by BIC as a result of the referral or through other means.

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