Senior Category Analyst

Great People Work Here. At Twinings, we believe in living well and enjoying life and since 1706, we have been at the forefront of developing wellbeing drinks. Backed by generations of trusted knowledge and ethical integrity, our Master Blenders are committed to delivering nature’s goodness and ensuring consistent taste and quality by sourcing the world’s finest herbs, fruits, and teas. From traditional teas to functional blends, Twinings encourages consumers to “Drink in Life” by celebrating the small steps that make wellbeing attainable and remain committed to an optimistic life that is well-lived, one sip at a time.Twinings North America (US and Canada) has been identified as a strategic focus for global growth and our commitment is to double the size of our business over the next five years, operating within the exciting wellbeing drinks category. We are a uniquely decentralized business that operates with local autonomy supported by a global expertise. This allows for local consumer centricity and choices, backed by a global powerhouse.We are culturally in sync with our brand ethos of being a vibrant, wellbeing drinks brand. We are a vibrant & innovative team that operates with a ‘one team’ mentality, valuing collaboration, ethical integrity, and an enthusiasm for winning.The Senior Category Analyst is autonomously responsible for developing a compelling category vision and drivers that helps deliver a road map for joint value creation between Twinings and our retailer partners. By analyzing market trends, consumer behaviour, and sales data to provide actionable insights that drive category growth and profitability the Analyst will proactively identify a strategic set of recommendations and point of purchase vision anchored in insight. This role involves working closely with category managers, suppliers, and cross-functional teams to develop strategies that optimize Twinings and Ovaltine product assortment, pricing, and promotions. They will work closely with the Twinings Sales Team to support in selling stories and building deeper relationships with our retailers. The Category Analyst will leverage data analytics tools and techniques to monitor performance, identify opportunities, and support decision-making processes. Close contact with these consumer and retail POS data sources: Nielsen, LDIA (LCL & SDM), Circana (Sobeys & PFG), Dunnhumby (Metro) and 1Screen (Federated Co-op) as well as Storesight (Shelfgram) and Springboard.Key Responsibilities Category Strategy Support:Build powerful category vision, drivers and point of purchase vision to help grow both Twinings and retailer sales.Develop and implement category strategies that align with business objectives.Assist in the development of assortment plans, innovation ideas from identifying category white spaces, pricing strategies, and promotional plans based on data-driven insights.Support the execution of category plans by providing analytical support and recommendations.Data Analysis and Reporting:Collect, analyze, and interpret sales, market, and consumer data to identify trends and opportunities.Develop and maintain regular reports and dashboards to track category performance, including sales, margins, and market share.Conduct deep-dive analyses to understand the drivers of category performance and provide actionable recommendations.Market and Consumer Insights:Monitor and analyze market trends, competitive activity, and consumer behaviour to identify growth opportunities.Utilize syndicated data (Nielsen consumption data and Homescan) and other sources to provide insights into category dynamics and competitive positioning.Work with the consumer insights team to bring in relevant insights to help build powerful category stories.Cross-Functional Collaboration:Work closely with marketing, supply chain, and finance teams to ensure alignment on category strategies and initiatives.Partner with suppliers to gather insights and collaborate on joint business planning.Present findings and recommendations to senior management and stakeholders.Sales Support:Support monthly reviews with our major accounts and broker/distributors helping to provide category focused actionable insightsParticipate with the greater sales team with administrative tasks such as occasional courier shipments, managing the samples room, ordering office suppliesProcess Improvement:Identify opportunities to improve data collection, analysis, and reporting processes.Stay current with industry trends and best practices in category management and data analytics.Recommend and implement tools and technologies to enhance analytical capabilities.Skills, Knowledge and ExpertiseBachelor’s degree in Business, Marketing, Economics, Statistics, or a related field. Advanced degree or certification (e.g., MBA, CPCM) is a plus.3-5 years of experience in category management, market research, or data analysis, preferably in retail or consumer goods. Experience working within a small Sales team.Proficiency in data analysis tools (e.g., Excel, SQL, Tableau, Power BI) and familiarity with syndicated data sources (e.g., Nielsen, LDIA, Circana, Dunnhumby, 1Screen). Experience in Space Planning Software. Advanced user of Microsoft Office.Strong analytical and problem-solving skills with the ability to interpret complex data and present actionable insights – verbal and written.Excellent written and verbal communication skills, with the ability to present data and insights to non-technical stakeholders.Strong interpersonal skills with the ability to work effectively in a cross-functional team environment.High level of accuracy and attention to detail in data analysis and reporting.