Head of Category

Role overview

Carlsberg Britvic is seeking a Head of Category to lead category growth across its beer and soft drinks portfolio. This permanent, full-time role is based in Hemel Hempstead with a hybrid working arrangement, Monday to Friday. The position sits at the centre of category strategy execution and annual operating plan delivery, working closely with marketing, commercial, sales and category teams.

The business is the UK’s largest multi-beverage supplier, with well-known beer brands including Carlsberg Danish Pilsner, 1664, Poretti, Brooklyn, Hobgoblin and Wainwright, and soft drink brands such as J2O, Robinsons, Tango and London Essence, plus UK licence rights for the Pepsi portfolio including Pepsi MAX, 7UP, Lipton Ice Tea and Rockstar Energy. The company operates across five production sites and 15 logistics depots nationwide.

Key responsibilities

You will be responsible for setting strategic direction, driving customer partnerships and leading a team to unlock transformational growth opportunities. The role requires a strong commercial mindset, the ability to influence internal stakeholders and customers, and the leadership capability to build a high-performing category function.

• Spot and prioritise the most important strategic growth opportunities within your channel, then guide the team to deliver them.
• Promote the “thirsty for growth” category strategy and encourage both customers and internal teams to adopt Carlsberg Britvic’s growth recommendations.
• Help the commercial team implement the value realisation strategy and build category selling narratives where needed.
• Lead development of the Category AOP plan and oversee delivery of customer roadmaps with a strong focus on execution.
• Support internal commercial planning activities, including AOP creation, target setting and performance cycle reviews.
• Drive the category plan to improve space, range, shelf placement, secondary display, merchandising standards, availability and FTG opportunities in line with Perfect Store principles.
• Assist with Gate 2/3 business cases by providing customer-level category insight and help ensure execution from Gate 3/4 onwards.
• Measure category performance at channel and customer level, monitor progress and recommend corrective actions when needed.
• Share category, shopper and customer insight and best practice to support better decision-making from an external market perspective.
• Contribute to evaluation of key initiatives so learning can shape future planning and activation.
• Build external credibility so Carlsberg Britvic is seen as a trusted and essential category partner.
• Engage key stakeholders on growth platforms and segment visions, while supporting the team to deliver a strong customer partnership agenda and strong AGS results.
• Develop and execute category growth plans across the full customer estate, including Superstores, Convenience, Online, Q Commerce and FTG.
• Use customer-specific data, particularly loyalty data where available, to improve strategy and initiative development.
• Lead the team in delivering high-impact category growth days with customers to support broader commercial planning.
• Set clear performance objectives aligned to business priorities.
• Coach and develop team members, ensuring development plans are in place to support strong performance.
• Build capability across the category team in the use of category vision, tools and ways of working.
• Ensure succession planning is in place for key team roles.

Experience and skills required

The successful candidate will bring substantial FMCG experience, hands-on category management expertise and a proven track record of managing strategic customer relationships across off-trade channels. Strong communication, facilitation, commercial thinking and people leadership skills are essential.

• Extensive background in FMCG.
• Proven success working with a variety of off-trade customers.
• Practical experience in category management and direct exposure to strategic customer relationship management.
• Ability to think strategically and create a clear category vision for the channel or customer.
• Strong application of category management principles.
• Commercial strength across multiple channels and businesses.
• Confident written, verbal and presentation communication skills.
• Good facilitation skills.
• Basic knowledge of current shopper and market insight methods.
• Strong leadership, coaching and talent development capability.

Compensation and benefits

This role offers a competitive salary together with an extensive benefits package.

• Monthly product allowance with both alcoholic and non-alcoholic choices.
• Private medical cover options.
• Life assurance.
• Company bonus scheme.
• 24/7 GP service access.
• Enhanced pension contribution.
• Generous annual leave including bank holidays.
• Access to a range of high street discounts.

Employment details

This is a permanent full-time position. Standard working days are Monday to Friday.

Application and inclusion

Applications are reviewed on an ongoing basis, and the role may be closed once filled, so early application is encouraged. Carlsberg Britvic welcomes applicants from all backgrounds and is committed to creating an inclusive and accessible recruitment experience. Reasonable adjustments can be provided for candidates who need support during the hiring process.

The company also highlights this as an exciting time to join a newly formed organisation that brings together two businesses with a strong heritage, innovative products and some of the UK’s most recognised brands.