Daybreak The humble category manager is now a quick-commerce overlord
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Jun 26, 2025 Category managers are transforming from routine roles to key players in quick commerce, controlling product visibility in dark stores. With only 150 slots to fill and over 30,000 requests each month, brands are pulling out all the stops to win their favor. These managers are now demanding brands enhance their investments in advertising to remain competitive in this bustling market. Delve into the power dynamics and challenges they face as they navigate this evolving landscape, making decisions that could make or break a brand's success.
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Category Managers Power Shift
- Category managers in quick commerce wield immense power in deciding product visibility on platforms.
- Their role is far more dynamic and complex than traditional e-commerce category managers.
Brands Woo Category Managers
- Brands go to great lengths like hosting parties and taking category managers out for drinks to win favor.
- New D2C brands rely heavily on these managers to secure and grow their presence on quick commerce platforms.
Data-Driven Product Selection
- Category managers handle massive SKU volumes that have more than tripled in a year.
- They use data-driven evaluation and push brands to increase marketing spend to boost product visibility.