Category Manager (Merchandise)

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

812+ 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.