Category Manager (Beef)

ABOUT NEW RETAIL CPG
We are Vietnamese importer and distributor of consumer goods and food products, strategically utilizing technology and data solutions.
As a valued member of the Seedcom group, we benefit from strong ecosystem support, and a widespread distribution network of 20,000 outlets nationwide, covering diverse sectors such as traditional and modern trade, online, and horeca.
ROLE OVERVIEW
New Retail CPG is expanding its fresh and frozen protein business, with beef as a strategic category. Beef is a deep, technical category: many breeds, origins, grades and brands, dozens of cuts, and each cut fit a different customer and channel. We are looking for a Category Manager - Beef who is a true category expert to own the category end to end - from what to buy and from whom, to which cut is sold to which customer and channel.
The ideal candidate combines deep knowledge of beef and cattle production with a commercial, sales-oriented mindset: able to work closely with suppliers and exporters, to verify product specifications (breed, sex, age, feeding, grade), and to turn that expertise into training and selling tools for the Sales team. The role may also support the salmon category, which is currently run with established importers.
KEY RESPONSIBILITIES
Category Strategy & Portfolio
Build the beef category strategy and portfolio: origins (Australia, US, Brazil, Japan, domestic...), breeds (Angus, Wagyu, Brahman...), grades, brands, and grain-fed vs. grass-fed.
Define the cut mix and product range (primals, sub-primals, portion cuts, processed and value-added items) by channel: traditional trade, modern trade, HORECA, online and wholesale stores.
Set annual and quarterly targets for revenue, gross margin, volume, inventory turnover and market share; own the category P&L.
Monitor market prices, import trends, regulations and competitors to identify opportunities and risks for the category.
Sourcing & Supplier Management (Buy)
Identify, evaluate and develop suppliers, exporters, packers and importers; build a reliable and diversified supply base.
Work closely with suppliers to verify product specifications: breed, sex (steer/heifer/cow/bull), age, feeding regime, marbling and grade, processing plant and certifications.
Negotiate purchase prices, volumes, payment terms and contracts; plan purchase orders and shipments based on demand forecasts and price cycles.
Coordinate with Quality, Import/Logistics and Cold Chain teams on documentation, quarantine, food safety, cold-chain handling and shelf life.
Sales Channel & Customer Development (Sell)
Decide which cut goes to which customer and channel to maximize whole-carcass value and minimize leftover or slow-moving cuts.
Work alongside the Sales team on key accounts (HORECA, supermarkets, butchers, wholesalers, processors): product recommendations, pricing, quotations and closing deals.
Develop new customers and channels for beef products; gather customer feedback to refine the assortment and specifications.
Set pricing and promotion strategy by cut, grade and channel, balancing competitiveness with target margins.
Sales Enablement & Training
Build and deliver product training for the Sales team: breeds, origins, grades, cuts, cooking uses, storage and handling, and how to sell each product.
Develop selling tools: product catalogues, cut charts, spec sheets, price lists, FAQs and objection-handling guides.
Act as the internal subject-matter expert on beef for Sales, Marketing, Quality and Customer Service.
Inventory, Planning & Performance
Plan demand and inventory by SKU and cut; monitor stock levels, ageing, shelf life and cold-storage capacity.
Track category performance through dashboards (sales, margin, cut yield, stock days, aged stock) and lead regular reviews.
Support the salmon category when needed (sourcing, pricing, sales coordination) together with the existing importer partners.
REQUIREMENTS
Education & Experience
Bachelor's degree in Animal Science, Food Science/Technology, Agriculture, Business Administration, Commerce or a related field.
At least 5 years of experience in the beef/meat industry - sourcing, trading, importing, sales or category management for beef or red meat; including at least 2 years in a role combining buying and selling.
Deep knowledge of beef and cattle production: breeds, sex and age classification, feeding systems, grading systems (e.g. MSA, AUS-MEAT, USDA, JMGA), cuts and yields.
Background in Sales (HORECA, modern trade, wholesale or food service) is a strong advantage.
Experience working with international exporters/packers and with importing chilled/frozen meat into Vietnam is a strong advantage.
Knowledge of seafood, especially salmon, is a plus.
Knowledge & Skills
Able to evaluate beef quality and specifications, and to explain them clearly to non-experts.
Strong commercial and negotiation skills with both suppliers and customers.
Good analytical skills; proficient in Excel for pricing, costing, cut-yield and margin calculations.
Training and presentation skills to transfer product knowledge to the Sales team.
Good English communication (reading, writing and negotiating with international suppliers).
WHAT WE OFFER
Competitive salary commensurate with experience, discussed directly during the interview process.
A fast-paced, entrepreneurial environment within Seedcom's retail and distribution ecosystem.
Opportunity to build and lead the beef category from an early stage
Continuous learning and development support - internal training programmes and leadership capability development.
Full statutory benefits: social insurance (BHXH), health insurance (BHYT), unemployment insurance (BHTN); annual leave; Tet and public holiday bonuses.